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In today's rapidly evolving contact center, AI orchestration is becoming the foundation of exceptional customer experiences. According to a recent Avaya study: From Automation to Orchestration: The Future of AI-Powered Customer Experience conducted by Forrester Consulting, organizations are increasingly shifting from basic automation to sophisticated AI orchestration capable of delivering hyper-personalized engagement in contact centers.(1)
Shift Toward AI-Driven Experiences
The study reveals that 52% of business decision-makers have prioritized AI specifically to increase customer support efficiency. This focus represents a significant evolution in how enterprises view technology investments as more than cost-cutting measures. They’re strategic enablers of enhanced customer experiences.
What's particularly noteworthy is the balanced approach emerging among industry leaders: 42% of respondents cited reducing operational costs and enhancing customer satisfaction as equally important objectives. This dual focus signals that exceptional customer experiences and operational efficiency are complementary goals in the AI-powered contact center.
This study validates how organizations are not only embracing but preparing for a world where AI is integral to both business strategy and daily operations. Delivering exceptional customer experiences generates revenue for companies — being able to orchestrate those experiences leveraging any AI tool they choose is the challenge.
Hyper-Personalization Through AI Orchestration
Organizations indicated their primary goals for integrating AI into the CX over the next 12-24 months include creating new capabilities based on emerging technologies. Businesses using AI to modernize their contact centers are able to scale development, processes and decisions, which leads to better customer retention.
The research highlights a clear trajectory toward more sophisticated AI applications, with 45% of organizations planning to implement advanced capabilities like orchestration using tools for data analysis and customer journey optimization within the next 12 months.
This signals an important shift from fragmented AI solutions to comprehensive orchestration that can analyze company information, customer history, and previous interactions in seconds. This holistic approach enables the delivery of personalized experiences at every touchpoint — fostering loyalty, enhancing satisfaction and ultimately driving repeat business.
Navigating Implementation Barriers
Despite the clear benefits, organizations face challenges in AI adoption. The study identified two primary concerns: the high cost of replacing existing technologies (37%) and security and data privacy concerns (35%).
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These findings reflect the substantial investment required for AI integration and the critical importance of safeguarding sensitive customer data — particularly relevant for CX in the contact center.
To address these challenges, the research suggests:
- Phased implementation: Gradual AI adoption is critical to maintaining service quality.
- Business continuity focus: Prioritize ensuring operations remain stable throughout transitions.
- Strategic alignment: Importance of aligning AI initiatives with broader corporate strategies.
- Integration flexibility: Need for solutions that integrate smoothly with existing and future AI tools.
- Compliance considerations: AI compliance tools are very important for regulatory adherence.
Strategic Recommendations
For businesses seeking to leverage AI orchestration effectively, the study suggests several strategic approaches:
- Adopt a platform-based approach that provides flexibility to integrate multiple AI tools rather than locking into single-vendor solutions.
- Prioritize solutions that support phased implementation to minimize disruption while gradually enhancing capabilities.
- Focus on data integration and quality to enable effective AI orchestration across customer journeys.
- Establish robust governance frameworks that address privacy, security, and compliance requirements.
- Balance automation with human expertise to create experiences that combine efficiency with emotional intelligence.
Companies that strategically implement and maximize AI capabilities today — while remaining adaptable to emerging technologies we haven't yet imagined — will set the new standard for customer engagement and competitive advantage.
AI orchestration represents the next evolution in customer experience transformation — one that requires thoughtful implementation but promises significant rewards in customer loyalty and operational efficiency.
Learn more about “The AI-Orchestrated Contact Center” Avaya webinar and register here to attend. Hear from industry experts and gain insights into the next wave of AI-driven CX innovation. Discover how AI is transforming customer interactions, enhancing operational efficiency and propelling business success in this engaging session.
1From Automation to Orchestration: The Future of AI-Powered Customer Experience — A commissioned study conducted by Forrester Consulting on behalf of Avaya, March 2025.
