This report details how marketing leaders can move beyond static measures and traditional data strategies to implement dynamic, AI-driven customer experiences that truly understand and adapt to customer needs in real time.
Adaptive experiences are designed to be:
- Synthesized & Human-centric: Dynamically generated through natural language and embedded information.
- Appropriate: Contextual and tailored, offering relevant insights and actions.
- Proactive: Responsive to user intent, dynamically executing tasks.
Source: Gartner
— How to Get Started With Adaptive Experience for CX, Gartner, 29 April 2025Designing adaptive experiences that simultaneously serve human customers and AI agents requires a different approach than traditional UX design, because they must be aligned to both audiences.
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