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Publication date: 06 Dec 2023

IDC: 60% of Asia's Top Firms to Pivot CX Budgets to GenAI, Phasing Out Old Software by 2027


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Top Customer Experience (CX) Predictions in Asia/Pacific* for 2024 and Beyond Revealed by IDC

SINGAPORE, 06 December 2023 – In a recent FutureScape report, IDC FutureScape: Worldwide Future of Customer Experience 2024 Predictions — Asia/Pacific (Excluding Japan) Implications, IDC predicts that by 2027, 60% of A2000 firms will reallocate 35% of CX spend on emerging products and skills as improved Generative AI renders entire software categories obsolete. This shift signifies that companies are starting to prioritize GenAI for customer-facing applications, expecting it to be integrated into existing processes to improve customer satisfaction, service, and retention.

Customer Experience, or CX, is emerging as a top investment area, reflective of the IDC Future Enterprise Resiliency & Spending Survey 2023 Wave 8 findings, where CX initiatives have ascended to the top of the C-suite agenda. The report elucidates that the reinvestment in GenAI is not merely a trend but a response to the call for deep-seated technological renewal. GenAI is poised to enhance real-time contextual understanding, paving the way for more personalized and anticipatory customer interactions.

This reveals a pivotal shift: a surge in investments toward GenAI and AI-driven solutions that are set to redefine customer experiences. Below are AI-driven predictions for customer experience in the region:

- Conversations undergird all experiences. As sentiment and intent AI improve real-time contextual awareness, 55% of A2000 firms will fulfill all customer journeys primarily through conversations by 2026, boosting revenue and customer loyalty.

- Experience control becomes bidirectional. By 2028, 60% of A500 firms will leverage ubiquitous experiences, edge analytics, and GenAI to enable customers to create their own experience journeys, improving customer-desired outcome and value.

- Contextual outcomes dominate CX. By 2025, 60% of A1000 firms will eclipse competitors by leveraging real-time AI-mined data on product usage, interactions, and sentiment to direct the service and support experience.

In the area of CX, in the near-term (2024-2026) the focus would be on the value AI holds in terms of real-time contextual conversational capabilities while in the longer term (2027-2029), there will be emphasis on edge analytics, shift from numerous point solutions to unified platforms, CDPs as the driving engine for better customer insights, improving customer trust, and value parity.

While AI has taken center stage, IDC underscores that a holistic technological and strategic approach is imperative to navigate the digital business era:

- Customer communications go dynamic. With the rise in digital self-service, organizations will shift 30% of their customer communications to support dynamic updates by 2026 to meet expectations and provide context continuity.

- Data underpins next-gen CX. Customer data platforms deliver high-quality data for predictive AI and GenAI, activating 75% of real-time personalized customer interactions at scale for A1000 firms with 2X engagement gains by 2027.

- Removing friction in real time. By 2029, powered by CX analytics at the edge, real-time sentiment analytics will drive 40% of customer engagements, delivering 10% growth in customer loyalty and retention for A2000 firms.

- Fortune favors the trusted. Data availability, customer expectations, and competitive pressures will drive 30% of large enterprises to establish formal trust scores for all customers/prospects by 2029.

- Service drives product design. To ensure customer retention and reduced effort, 60% of A1000 firms will design new product features primarily based on service interactions and customer usage, improving profitability by 2028.

- Value streams trump experiences. By 2027, to differentiate and drive loyalty, 30% of organizations will undergo structural and technological changes to deliver value outcomes, shifting focus from providing experiences to value parity.

"As organizations continue to struggle with data siloes, and inability to prove business value from CX initiatives, there will be a need for structural and technological changes to enable better metrics to track the bidirectional flow of value, both for the customer and for the organization. There will also be a greater focus on those AI use cases that enable contextual customer conversations, and further translate to engagement gains, retention, and customer value," says Lavanya Jindal, Research Analyst, CX, Martech, and Value Streams at IDC.

Each year, IDC releases its top technology predictions at worldwide, regional and country level through its IDC FutureScape R eports and gives a crystal ball view of what is ahead for the rapidly changing IT industry. These predictions have been used to shape the strategies and business objectives of technology leaders and business executives in the next 1-5 years. All the predictions stated here cover Asia/Pacific implications.

Catch an on-demand replay of IDC's 2024 Predictions presentation that will be available as part of a series of FutureScape webinars addressing the IT Industry, AI and Automation, Digital Business, CIO Agenda, and Emerging Technologies. If you would like to attend any of these webinars, register and learn more HERE.

Asia/Pacific Japan FutureScape Reports come with a complimentary report that provides specific recommendations for tech vendor sales and marketing leaders. Leverage on IDC insights to better understand clients’ priorities and enhance your storytelling and go to market plans, access the IDC FutureScape: Worldwide Future of Customer Experience 2024 Predictions — Asia/Pacific (Excluding Japan) Implications — Positioning for Success — Opportunities for Tech Sales and Marketing Leaders market presentation HERE.

For more information about IDC FutureScape and other resources, please visit our regional FutureScape site. For sales inquiries on the IDC FutureScape framework and reports, please contact your IDC account manager or Tessa Rago at For media queries, please contact Michael de la Cruz at   or Miguel Carreon


About IDC FutureScape

IDC FutureScape reports are used to shape IT strategy and planning for the enterprise by providing a basic framework for evaluating IT initiatives in terms of their value to business strategy now and in the foreseeable future. IDC's FutureScape reports are comprised of a set of decision imperatives designed to identify a range of pending issues that CIOs and senior technology professionals will confront within a typical five-year business planning cycle.

About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,300 analysts worldwide, IDC offers global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. IDC's analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a wholly-owned subsidiary of International Data Group (IDG), the world's leading tech media, data and marketing services company. To learn more about IDC, please visit Follow IDC on Twitter at @IDCAP and LinkedIn. Subscribe to the IDC Blog for industry news and insights.