ISG Report to Analyze AI’s Impact on Customer Experience Services

Upcoming ISG Provider Lens™ report will study companies utilizing AI to help enterprises improve end-to-end customer experiences

Information Services Group (ISG) III, a global AI-focused technology research and advisory firm, has initiated a research study on service providers utilizing generative AI (GenAI), agentic AI, and other technologies to change the landscape of contact center services.

Results from this study will be shared in a series of ISG Provider Lens™ reports titled Contact Center – Customer Experience Services, set for release in October 2025. These geographically focused reports will explore companies that assist enterprises in redefining operational frameworks, optimizing KPIs, and achieving significant business outcomes.

Enterprise buyers will leverage insights from the report to assess their existing vendor partnerships, explore potential new engagements, and understand available offerings. Additionally, ISG advisors will utilize this information to recommend providers to the firm’s buy-side clients.

Providers in the contact center space are increasingly enhancing their solution offerings, moving beyond traditional models to deliver customer experience (CX)-focused capabilities. These providers must develop deep technological expertise and a skilled workforce capable of delivering AI-driven innovations.

“To stay competitive, providers must innovate, build domain expertise, and effectively integrate AI-driven solutions,” said Namratha Dharshan, chief business leader at ISG India Research. “Empowering people, processes, data, and technology will play a crucial role in the evolution of the contact center industry.”

ISG has sent surveys to over 90 contact center service providers servicing the global market. Collaborating with ISG’s global advisors, the research team will create three quadrants depicting the contact center services commonly purchased by enterprises, based on ISG’s experience. The quadrants include:

• Digital Operations, which evaluates providers offering consulting services, domain knowledge, and technological expertise. Providers must show skill in crafting tailored solutions featuring optimal operating models, technology capabilities, scalable infrastructure, and flexible delivery frameworks.

• Intelligent Agent Experience, assessing providers of AI-based assistance that empower agents through real-time insights for better decision-making. Providers may also offer non-technological components like training programs, supportive environments, feedback mechanisms, and career development initiatives.

• Intelligent CX (AI & Analytics), which examines providers delivering AI systems that offer insights into customer preferences, past behaviors, and potential pain points. Tools such as sentiment analytics and voice recognition are highlighted to help contact centers comprehend customer sentiments and actions better.

The reports will provide a global overview of the contact center customer experience services market, analyzing products and services in regions including Australia, Brazil, and Europe. ISG analysts Hemangi Patel (Australia), Dr. Kenn Walters (Europe), and Adriana Frantz (Brazil) will lead the report.

A list of identified providers and vendors, along with additional study details, is available in a digital brochure. Companies that are not currently identified as contact center service providers can reach out to ISG for inclusion in the study.

All evaluations in the 2025 ISG Provider Lens™ will include expanded customer experience (CX) data, reflecting actual enterprise experiences with specific provider services and solutions based on ongoing CX research by ISG. Enterprise customers are encouraged to share their experiences regarding specific providers or vendors through an online survey. Participants will receive a copy of the report in exchange for their feedback.

About ISG Provider Lens™ Research

The ISG Provider Lens™ Quadrant research series is unique, combining data-driven research with real-world insights from ISG’s advisory team. Enterprises will discover in-depth data and analysis to aid their selection of sourcing partners, while ISG advisors will validate their market understanding to make recommendations to enterprise clients. The research encompasses global providers across various regions including the U.S., Canada, Mexico, Brazil, the U.K., and more, with plans for additional markets in the future. For further information on ISG Provider Lens research, please visit this webpage.

About ISG

ISG III is a global leader in AI-centered technology research and advisory services. With over 900 clients, including 75 of the world’s top 100 enterprises, ISG guides organizations in achieving operational excellence and accelerating growth through technology. Established in 2006, ISG is recognized for its proprietary market data, deep understanding of provider ecosystems, and the expertise of its 1,600 professionals worldwide who work diligently to help clients maximize the benefits of their technology investments.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250421074431/en/

Press Contacts:



Will Thoretz, ISG

+1 203 517 3119

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Julianna Sheridan, Matter Communications for ISG

+1 978 518 4520

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