Customer experience has entered a new phase. The early excitement around AI has faded, and what’s left is a harder question: why does so much CX still feel broken?
According to Zendesk’s CX Trends 2026 report, most customers believe customer experience should be far better than it is today. That gap between what AI promised and what customers actually get is now shaping the future of customer experience.
In 2026, the most successful brands won’t just rely on automation. They’ll be the ones who truly understand context and know how to use it well. This blog covers the biggest change in CX trends for 2026: moving from basic automation to the use of contextual intelligence in customer experience.
The AI hype phase is over, and customers can tell
When AI was first used in customer service, the main goals were speed and cutting costs. Chatbots answered common questions, and automation lowered the number of tickets. It seemed like progress at first.
But in reality, many experiences got faster but also less helpful.
Customers received quick answers that didn’t solve their problems. They often had to repeat themselves and were sent from one bot or agent to another, with no one knowing what happened before.
Zendesk’s research shows this frustration clearly:
- 83% of consumers say customer experience should be much better than it is today
- 74% find repeating themselves extremely frustrating and see it as a sign that the brand doesn’t value their time
The problem wasn’t AI itself. It was how AI was used.
Why customers are frustrated with the current CX
Most CX setups still treat interactions as one-off events.
A customer chats today. Emails tomorrow. Call next week. Each time, the system starts fresh. Context is lost. History is ignored. The burden falls back on the customer. That’s why just being fast isn’t enough anymore.
Zendesk’s data shows:
- 85% of CX leaders say customers will leave after unresolved issues, even on first contact
- 74% of consumers now expect support to be available 24/7 because AI made it possible
Customers want more than just quick replies. They want answers that fit their specific needs.
What contextual intelligence in CX actually means
Contextual intelligence means your CX systems remember, connect, and use what they already know.
Not just names or ticket numbers, but:
- Past conversations
- Channel history
- Preferences
- Timing
- Policies that apply to that customer
Zendesk describes this as AI that uses connected knowledge from different systems, instead of working with separate tools.
To put it simply:
The system understands who the customer is, what has already happened, and what should happen next. This is how customer experience can feel less robotic and more human again.
Why agentic AI is different from chatbots
Chatbots follow scripts. Agentic AI makes decisions. Zendesk’s research shows:
- 87% of CX leaders believe agentic AI can significantly improve interaction quality
Agentic AI doesn’t just answer questions. It:
- Pulls the right information automatically
- Applies policies correctly
- Resolves issues without handing off unnecessarily
- Acts on context instead of ignoring it
This is why agentic AI matters for AI in customer experience, not as a buzzword, but as a practical shift away from rigid automation.
The real cost of getting this wrong in 2026
The cost isn’t just bad CSAT scores.
Zendesk’s data shows:
- 85% of CX leaders say unresolved issues now cost brands customers for life
- 74% of leaders believe falling behind on AI adoption risks competitiveness
In 2026, customers won’t compare you to your direct competitors. They’ll compare you to the best experience they’ve had anywhere. If your customer experience can’t keep context, customers will quietly move on for good.
How CX leaders should think about next steps
This isn’t about replacing teams or rushing new tools into production.
A practical customer experience strategy for 2026 begins with a few clear changes:
- Reduce customer effort first.
Start by removing repetition. Make sure context follows customers across all channels.
- Connect systems before adding more automation.
AI is effective only when knowledge is shared, not kept in separate silos.
- Focus on resolution, not response time.
Quick replies don’t help if the same issue returns the next day.
- Make AI decisions explainable.
Zendesk found 95% of consumers want to know why an AI made a decision.
Contextual intelligence isn’t just one feature; it’s the foundation for great customer experience.
Where Gravity CX fits
We help organisations put these trends into practice in real settings, dealing with legacy systems, data gaps, and real customers.
This blog is the first in our CX Trends 2026 series, where we’ll break down each trend into practical steps teams can actually use.
Want a Deeper Look at CX Trends for 2026?
We’re unpacking these CX trends in our upcoming CX Trends 2026 webinar, where we’ll explain what contextual intelligence looks like in real Zendesk environments and what CX leaders should focus on next.
You’ll hear practical examples, common mistakes teams are making, and how to move beyond surface-level automation.
👉 Register here or watch later:
As a Zendesk Premier Partner, Gravity CX works with teams applying these trends in real-world CX setups, not just talking about them.
Frequently Asked Questions: CX Trends 2026