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This report will offer insights and predictions around customer engagement in 2020, including how AI, intelligent automation, and improved data integration, will enable the intelligent enterprise.


  • AI will become increasingly embedded across applications.
  • Vendors will lay the integrated foundation for reliable conversational AI.

Features and Benefits

  • Assesses how AI customer journey analytics, intelligent automation, and integrated data will enable the intelligent enterprise.
  • Evaluates how conversational AI must be fully integrated so that customer-facing employees can manage new channels in a unified, robust work space that enables AI-powered routing capabilities.

Key questions answered

  • What are the stages of progress enterprises are making when it comes to exploiting data across the enterprise?
  • What investments are enterprises making in AI and RPA?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for vendors

AI and analytics will hyper-personalize CX

  • AI will become more easily embedded across applications
  • Vendors will lay the integrated foundation for reliable conversational AI
  • Intelligent RPA will become a critical element in the push to improve customer experience
  • Segmentation will be eclipsed by AI-driven micro-segmentation
  • AI-enabled journey analytics will take customer journey mapping from static to active
  • Single-purpose bots will disappear as intelligent digital assistants look to augment the agent experience


  • Methodology
  • Further reading
  • Author

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