Dive Brief:
- Enterprises are investing more and more in AI and automation, but their customer experience with AI solution and service providers is markedly lower than other technologies, according to a Information Services Group report released Monday. Generative AI was rated lowest in the emerging technology segment, earning a 68.46 on a 100-point scale. Average enterprise satisfaction was rated at 71.5.
- Investment in AI and automation led outsourcing deals in 2024, primarily for improving enterprise efficiency and cost savings, according to the report.
- The lower customer satisfaction score is in part a result of the gap between expectations and reality. “When expectations are high, most of the satisfaction or experience is not there where it could be or it should be,” said Heiko Henkes, ISG managing director and principal analyst.
Dive Insight:
Enterprises are employing AI and automation for a number of use cases, from chatbots and marketing efforts to data and analytics, but the technology is not yet living up to its promises.
Part of the issue, Henkes said, is that generative AI requires extensive processing industry knowledge. Solutions providers “need to gain the trust, and they need to prove that they understand the bits and pieces of that particular industry,” he said.
AI implementation also costs a lot in an environment where clients are hesitant to spend. Skepticism remains around the technology and whether its implementation will lead to successful outcomes, Henkes said.
But there are some places where enterprises are more satisfied with their AI solutions providers.
“The level of customization provided by service providers with regards to gen AI is great, and clients really value that, as well as the enhancement of experience that AI brings to the table,” Henkes said. “Clients also like the speed of AI service delivery.”
