The Invisible Advantage

Five CX Imperatives for AI That Earns Its Place

Most brands are investing in AI. Few are using it in ways that customers actually value. See what our 2026 global research says it takes to get it right. 

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About the Research

Consumer expectations have never been clearer

We surveyed 2,500 consumers globally, then went deeper with 15 real customers across eight countries, documenting their brand interactions as they happened. The result is an unfiltered look at how consumers think about personalization, AI, and the state of customer experience today, and where the biggest opportunities lie for brands ready to evolve. 

  • 90%

    of consumers say safety and security are very or extremely important to their shopping experience, ranking second only to ease and convenience.

  • 51%

    of consumers find the personalization they currently receive to be extremely or very helpful, meaning 49% do not.

  • 43%

    of consumers say AI-powered shopping experiences matter to them, ranking last among every CX factor measured.

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CX IMPERATIVES RESEARCH

Past editions

Explore past editions to see how consumer expectations and brand performance have evolved over time.

CX Imperatives - Merkle's Flagship Research Series