---
title: Everyone Talks CX. Almost No One Delivers.
description: Infobip is leading the charge powering customer interactions that are automated, personalized and fully human at scale.
---

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# [Everyone Talks CX. Almost No One Delivers.](https://www.cloudcommunications.com/news/everyone-talks-cx.-almost-no-one-delivers)

 Written by [Amy Ralls](https://www.cloudcommunications.com/news/author/amy) | Jul 7, 2025 5:49:58 PM

**Harvard Business Review Analytic Services study in association with Infobip reveals the AI gap undermining customer experience**

**Vodnjan, Croatia - July 7, 2025 -** Global cloud communications platform [Infobip](https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.infobip.com%2F&esheet=54286329&newsitemid=20250707023279&lan=en-US&anchor=Infobip&index=1&md5=56bc898d2217df65ca6c7e6dc073e42b) has today released findings from a new study conducted by [Harvard Business Review Analytic Services](https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fhbr.org%2Fhbr-analytic-services&esheet=54286329&newsitemid=20250707023279&lan=en-US&anchor=Harvard+Business+Review+Analytic+Services&index=2&md5=1e83af5b7a4cac6f7f6e76a6c8be13f4) (HBR-AS) revealing a sharp disconnect in customer experience (CX): while 93% of those surveyed from the HBR audience recognize the high importance of creating positive conversational experiences, only 36% believe their organization is highly effective at it. Even more striking, just 11% report they’re highly effective using AI to deliver human-like conversations.

*"It’s time to rethink what customer experience really means in the AI era," said Ben Lewis, VP Marketing and Growth at Infobip.*

**The untapped potential of AI in customer engagement**

The report, “Conversational Experiences: The Untapped Potential of AI in Customer Engagement” highlights a gap between organizations’ ambitions and execution: while many use SMS, messaging apps, email and chatbots at key points, most still fail to deliver the seamless, intuitive conversations customers expect.

*“While everyone talks CX, almost no one delivers,” said Ben Lewis, VP Marketing and Growth at Infobip. “When brands can’t deliver meaningful, human-like conversations, they don’t just lose efficiency - they lose trust. It’s time to rethink what customer experience really means in the AI era”.*

**Why are so many organizations falling short?**

The study identifies critical roadblocks standing between brands and the modern customer:

poor visibility of activity across all platforms (48%), difficulty capturing customer data across all stages of the customer journey (46%) and challenges integrating AI-powered features into communication platforms (44%). Nearly half cite a lack of best practices around using communication platforms (49%) and insufficient investment in advanced conversational technology (48%).

**Improving conversational CX with automation, AI and integration**

Encouragingly, companies recognize the need to close the gap. Over the next 12 months, when it comes to improving conversational experiences, 50% are prioritizing making processes more automated, 41% are prioritizing enhancing the use of AI in conversations, and 39% are prioritizing integration of communication platforms.

Infobip is leading that charge powering customer interactions that are automated, personalized and fully human at scale.* “This isn’t about tools - it’s about trust,” said Lewis. “Every message, chatbot and notification should feel like it understands you. That’s what we help brands deliver - across every channel, at any scale.”*

For more information or to download the full report, visit [https://www.infobip.com/harvard-business-review](https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.infobip.com%2Fharvard-business-review&esheet=54286329&newsitemid=20250707023279&lan=en-US&anchor=https%3A%2F%2Fwww.infobip.com%2Fharvard-business-review&index=3&md5=46ff2855df65ee2c5e219251b36dd6c2).

**About Infobip**

Infobip is a global cloud communications platform that enables businesses to build connected experiences across all stages of the customer journey. Accessed through a single platform, Infobip’s omnichannel engagement, identity, user authentication and contact center solutions help businesses and partners overcome the complexity of consumer communications to grow business and increase loyalty.

[View full post](https://www.cloudcommunications.com/news/everyone-talks-cx.-almost-no-one-delivers)

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