A new report by MIT Technology Review Insights reveals how brands can deliver enhanced customer experience, balancing AI with the human touch.

The new report, “The connected customer,” is an MIT Technology Review Insights report sponsored by NiCE. This report draws on in-depth interviews with senior executives and experts from Metrigy Research and NiCE, conducted in the first half of 2025. It seeks to understand how organizations are deploying AI in their customer services capabilities to improve customer satisfaction and increase efficiency.

“The future of customer experience isn’t humans versus machines, it’s humans powered by machines,” said Barry Cooper, president, CX division, NiCE. “When AI and automation work hand-in-hand with the workforce, every interaction becomes smarter, faster, and more personalized. This is about amplifying human potential, not replacing it, empowering employees with the tools to anticipate needs, resolve issues instantly, and create experiences that feel effortless for the customer.”