Last year’s KPMG report, It’s Time for AI-X, marked a turning point. KPMG explored how artificial intelligence was enhancing customer experience, with smarter journeys, faster resolutions, and more personalised service. This year, the conversation moves from enhancement to evolution.
According to the latest KPMG’s UK Customer Experience Excellence Report, the next 18 months will see the rise of agentic AI, systems that don’t just predict or recommend but act, sensing context, making decisions, and shaping experiences in real time.
The first wave of agentic applications is already visible. Retailers are using autonomous service agents to anticipate customer issues before they arise; airlines are orchestrating journeys across flights, logistics partners and hotels, in real time. Most remain pilots, but adoption is set to accelerate over the next 12–18 months as enterprises embed agentic capabilities into front-office value streams. Widespread impact will follow once operating models, governance, and trust frameworks mature. Crucially, success will rest on whether these systems reflect organisational values, empathy, and service priorities.
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