欧洲客户体验领域AI规模化落地：平衡速度、治理与信任

Table ofContents ForewordIntroductionKey FindingsSection 1: AI is scaling faster than governanceSection 2: Trust defines the limits of scaling AI23347 Foreword Customer experience (CX) leaders across Europe are being asked to do more thanever before. They need to improve efficiency, meet rising customer expectationsand accelerate artificial intelligence (AI) adoption, all while maintaining trust,compliance and control. At the same time, new AI capabilities also continue European organisations face a unique challenge. They arescaling AI in an environment shaped by ever-changingregulations, multiple languages, diverse customer needs The findings in this report suggest that organisationsunderstand the challenge ahead. They recognise the needto move quickly but also recognise that AI must be applied At CallMiner, we believe intelligence is what enablesorganisations to scale AI with confidence. Organisationsneed visibility into customer interactions, operational This is why trust has become such an important part ofthe AI conversation. Trust is what gives organisations theconfidence to expand AI into more customer interactions and We hope this research helps CX, compliance and businessleaders understand how to achieve that balance and scale In an increasingly complex environment, governance isbecoming a key factor in helping organisations scale AI A bot that reduces wait times but gives inaccurate ormisleading advice may create more risk than it resolves.A system that struggles to explain how a customer wasrouted, prioritised or treated creates uncertainties thatbecomes harder to defend as AI scales. AI only creates Introduction AI is reshaping CX across Europe. CX leaders are undergrowing pressure to scale its use and improve efficiency,yet customers expect service to be quicker, more personaland more consistent. At the same time, compliance andgovernance teams must help organisations accelerateAI adoption while maintaining appropriate oversight of This research explores how organisations across Westernand Central Europe are navigating the challenge of scalingAI in CX. Based on insights from 200 senior decision-makers Meeting these expectations is particularly challengingin Europe, where organisations are scaling AI in one ofthe world’s most demanding environments for regulation,data protection and regional complexity. These conditionscontinue to shape how new technologies are adopted,governed and trusted.The General Data Protection We also examine what organisations need to be successful,from balancing speed with control and innovation withregulation, to building the trust customers and employees Key Findings 1.AI scaling is under pressure:99% of organisations areunder pressure to scale AI in CX, mainly driven by risingcustomer expectations and competitive or market This also matters because AI adoption in CX is alreadyaccelerating across Europe.CallMiner’s 2025 Global CXLandscape Reportshows a clear shift from ambition toaction, with at least partial implementation of AI rising from62% in 2024 to 80% in 2025. As organisations move fromtesting AI to deploying it in live CX environments, they needclearer guardrails to support responsible scale. They alsoneed the intelligence to see where those guardrails are 2.Speed is outpacing confidence:59% of organisations arescaling AI in CX quickly, but only 39% say they are doingso with compliance keeping pace. 3.Trust is the real limit on AI scale:72% say employeeconfidence accelerates AI adoption, while 71%say customer willingness to engage with AI-driveninteractions does the same. 4.Governance is still catching up:Just 38% oforganisations have a clear and well-defined AI 5.External partners are still needed:71% say external AItechnology vendors or partners speed up AI adoption,and 66% trust external vendors more than internal That raises the bar for adopting and scaling AI for CX. Theorganisations that automate fastest will not necessarily be Section 1:AI is scaling faster than governance For many organisations, scaling AI has become a businesspriority rather than a future ambition. This is being drivenby rising customer expectations, competitive pressures and Key stat •Nearly all (99%) organisations are under pressure to scaleAI in CX, mainly driven by rising customer expectations(63%) and competitive and market pressures (58%). ›Compliance teams are more likely than CX teams torecognise high pressure to scale AI in CX (61% vs 43%). How much pressure is your organisation under to scale theuse of AI in customer experience (CX)? [Base: 200] The fact that compliance teams are more likely thanCX teams to recognise the pressure to scale AI in CX isimportant. It demonstrates that AI scaling is not only a CXpriority, but a governance concern. As organisations pushto move faster, the teams responsible for governance and Key stat Key stat •Close to six in ten (59%) organisations are scaling AI inCX quickly, but only 39% are doing so with compl