CONWAY, Ark.--(October 20, 2026)--Acxiom, the connected data and technology foundation for the world's leading brands, today announced the release of its annual CX Trends Report, "From Influence to Action: Why Brands Must Apply AI Intentionally as It Takes a More Autonomous Role in CX.” Based on 4,000 consumer interviews and 700 brand interviews across the U.S. and UK, the report examines how artificial intelligence is evolving from an advisory tool into an autonomous decision-maker in customer experience. Through five related trends it explores what that shift means for both brands and consumers, and the gap between brand confidence and consumer caution surrounding autonomous AI runs throughout the report's findings.
While 86% of brands believe customers will accept AI acting on their behalf, only half of consumers agree, and the same divide shows up in how each group views friction in the customer journey. While 86% of brands believe effortless experiences will define the next generation of customer loyalty, consumers see the value of maintaining a degree of friction. Seventy-eight percent say the best experiences balance the convenience AI can bring with trust and reassurance in the form of human interaction, and 40% have switched brands or abandoned a transaction because AI was used where they would have preferred human support. In-depth customer understanding is vital to get the right balance between AI efficiency and human connection in the moments that matter. But with only 36% of brands saying they currently have the data and technology needed to support AI-managed experiences, there’s work to be done.
"Our research shows that trust, not just a better overall experience, will determine which brands thrive as AI takes on a more autonomous role," said Sean Muzzy, President of Acxiom. "Giving people real visibility and control depends on brands having a complete data foundation to support AI-managed experiences responsibly."
The following key takeaways from the report demonstrate what brands must consider when incorporating AI into today’s customer experiences:
- Intentional AI is the path forward. AI opens up new possibilities for streamlined customer experiences, but brands must be intentional about where they apply it. For example, 59% of consumers are comfortable with AI choosing the best plan or offer for them, but only 34% are comfortable with AI automatically switching their insurance policy. A strong data and identity foundation is essential to understand customer preferences.
- Customers want to remain in control of their actions. While people value the efficiency of AI, they want to retain control of their own experiences. When AI is used to manage experiences across multiple brands or providers, for example, the ability to override its decisions is consumers’ highest priority (27%). And, if AI takes action on their behalf, they want to be sure it proactively seeks permission to do so (46%) and that their data is protected and used responsibly (45%).
- AI is only one discovery option for the purchase journey. 84% of business leaders say brands who don't adapt to AI assistants risk becoming invisible, and 88% believe AI assistants will become the primary starting point for customer journeys. But with customers using AI alongside a range of other established discovery channels, it’s essential for brands to influence how AI represents them while also maintaining their traditional search and web presence.
"AI is no longer just guiding the customer experience, it's primed to act on customers’ behalf," said Muzzy. "That shift creates enormous opportunity and responsibility. The brands that will win are the ones that know exactly where autonomy adds value and where human connection still matters most."
The five trends explored in the report compare brand and consumer attitudes side-by-side, along with generational analysis spanning Gen Z, Millennials, Gen X, and Baby Boomers. They highlight how Acxiom's data and identity solutions help brands build the connected, trustworthy foundation required to deliver exceptional experiences.
Acxiom also released six supplementary, industry-specific reports that dive into how those trends affect the banking, insurance, healthcare, telecommunications, travel, and automotive.
The full report is available for download here.
About Acxiom
Acxiom puts data to work, solving complex challenges for the world’s leading brands and agencies. As the connected data and identity foundation for Omnicom (OMC), Acxiom unifies, connects, and prepares data for AI-driven marketing and decision-making, maximizing technology investments. As leaders in data ethics and governance, Acxiom brings a privacy-first approach to serving clients globally, with locations in the U.S., UK, Germany, Poland, and Mexico. Connect with Acxiom on LinkedIn and discover more at Acxiom.com.
Contacts
Rachel Finfrock, Content & Communications Specialist at Acxiom
rachel.finfrock@acxiom.com