Artificial intelligence is rapidly reshaping customer experience, from discovery to post-purchase engagement. Based on global research from Adobe, the report highlights how generative AI is already improving personalisation, productivity and revenue, while organisations explore the potential of agentic AI for autonomous interactions. However, significant gaps remain in data integration, organisational alignment and AI readiness. While customers show cautious optimism, trust, transparency and human control remain critical. The study reveals that businesses must strengthen data foundations, align leadership and teams, and design AI experiences around customer comfort. Organisations that address these challenges will be better positioned to deliver scalable, personalised and future-ready customer experiences.