Global Research: Rethinking Brand and Customer Experience in the Agentic Era
In the agentic era, service-intensive brands will need to consider the brand impact of the generative AI-based agents’ personality on their customers in every interaction. Amdocs global study reveals consumer preferences when interacting with AI agents and the key considerations brands must address during their journey into the agentic era.
“Rethinking Brand and Customer Experience in the Agentic Era,” commissioned by Amdocs in collaboration with McCann Tech agency and Coleman Parkes, which explores the impact on brand identity as consumers interact with generative AI-based agents (AI agents) for customer care and sales.
For decades, brands have fostered loyalty and trust through memorable experiences crafted by human agents and digital interactions. Now, in the agentic era in which AI agents autonomously perform tasks, make decisions, and interact with customers on behalf of businesses and individuals, the branding paradigm is changing, which is particularly significant for service-intensive brands, such as communications service providers (CSPs), financial services providers, and many others.
As AI technology advances, AI agents are gradually becoming brand representatives—speaking the brand’s language, aligning with its values, and engaging customers meaningfully. In this new landscape, AI is no longer just a tool; it is an essential extension of the brand. Brands must design AI agents that actively shape customer perceptions and uphold brand integrity.
Download the infographic to delve deeper into the impact on brand identity as consumers interact with generative AI-based agents.
*Survey, interviews and focus groups of 120 CSP leaders and 7,025 consumers aged 18-69 in 14 countries across North America, Europe, and Asia.
