Key 2025 Trends in CX and AI in Belgium
Key 2025 Trends in CX and AI in Belgium
Insights from Inetum Consulting
In 2025, the focus of AI in customer interactions shifts from operational efficiency to emotional value. These insights from Hans Borghgraef, Head of CX, UX and Data & AI Consulting in Belgium, highlight the emerging trends that will shape the future of customer experience and AI.
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Key Trends in 2025
Emotional Excellence: The Next Frontier
AI has already contributed significantly to more efficient processes, but in 2025, the focus will shift towards the emotional value of customer interactions, marking the first steps towards "Emotional Excellence". GenAI will be used to create hyper-personalized experiences that not only are accurate, but also emotionally resonate with customers. Imagine AI refining empathetic communication, even in complex situations like healthcare or complaint management. The concept of "Human-AI collaboration" will gain more importance, with success depending on how well automated customer interaction systems allow for human intervention in sensitive situations.
Digital Authenticity: Trust as the Key to Experience
In an era where deepfakes and AI-generated content become the norm, the need for authenticity will grow. Organizations will implement guardrails for AI to ensure this authenticity in their customer experiences. Companies will be required to be transparent about how their AI systems work and what data they use. This transparency helps customers understand how their data is processed and builds more trust in AI applications. Moreover, AI applications will be designed to support decisions in the customer journey rather than act fully autonomously. This means AI will not only be used to create content that is often presented intrusively, but also to tell verifiable, personalized stories that create a real connection.
Multi-Modal AI: The Gateway to Better Customer Experience
With the growing realization that generative AI is not just about textual data, organizations in 2025 will increasingly combine different forms of data (text, image, sound) to create richer and more interactive experiences. Customers will be able to communicate more frequently through their preferred channel, whether it is written text, speech, photos, or moving images. This flexibility ensures that customers feel comfortable and understood. On the other hand, multi-modal AI can better understand customers' intentions and emotions by combining data from text, images, audio, and video, leading to more accurate and personalized responses. This is extremely important in a time when organizations need to balance customer satisfaction and operational efficiency through automated problem-solving.
The New Role of AI: From Solver to Co-creator
Agentic AI is an emerging trend where AI systems no longer merely respond to commands but operate proactively and autonomously. The idea is that AI can independently identify what is needed and take autonomous action to add value. Unlike traditional AI, which relies on specific prompts or commands, agentic AI anticipates needs and plays a leading role in processes and innovations. The first step towards AI-driven self-managing ecosystems.
In 2025, AI will initially be deployed as a co-creator, working side by side with humans in a mutually inspiring dynamic. Generative AI tools will take a seat at the table, where AI takes the initiative to generate ideas, but humans continue to determine the creative vision. This collaboration will be cyclical: AI proposes, humans refine, AI builds further. Moreover, GenAI tools, due to their predictive nature, will be able to respond more quickly to changes and engage in dialogue with both customers and organizations about possible scenarios. This shift from solver to co-creator will enable organizations to achieve proactive personalization, finally anticipating future customer needs.
If you want to learn more about these trends or see how Inetum Consulting Belgium can help your business, reach out to us today. Our experts are ready to assist you in navigating the future of customer experience and AI. Contact us now to get started!