Digital CX Services: Driving Scalable, Adaptive CX with Agentic AI Orchestration

Enterprises are increasingly prioritizing the modernization of customer service operations and the optimization of marketing workflows. Evolving global regulations on data privacy, cross-border data transfers, and AI governance are driving demand for compliant, secure, and interoperable digital CX solutions. However, challenges continue to persist in enterprise digital CX adoption due to organizational silos, legacy systems, data complexity, and weak governance. Service providers are addressing these challenges by investing in proprietary platforms, forming strategic partnerships, embedding AI into workflows, and delivering scalable, omnichannel, and personalized CX. They are also advancing from generative AI (Gen AI) augmentation to autonomous agentic AI orchestration, deploying domain-specific agents to improve CX workflows.

Both demand-side and supply-side trends are covered in our Digital CX Services 2025 Market Insights™ and Digital CX Services 2025 RadarView™, respectively. These reports present a comprehensive study of digital CX service providers and closely examine market leaders, innovators, disruptors, and challengers.

Avasant evaluated 29 service providers across three dimensions: practice maturity, partner ecosystem, and investments and innovation. Of the 29 providers, we recognized 24 that brought the most value to the market during the past 12 months.

The report recognizes service providers in four categories:

• • Leaders: Accenture, Capgemini, Cognizant, HCLTech, IBM, Infosys, and Wipro
  • Innovators: Deloitte, EY, LTIMindtree, NTT DATA, TCS, and Tech Mahindra
  • Disruptors: Brillio, Coforge, Genpact, Publicis Sapient, Virtusa, and Zensar
  • Challengers: Atos, Birlasoft, DXC Technology, IGT Solutions, and ITC Infotech

Figure 1 below from the full report illustrates these categories:

“The convergence of AI-driven personalization and autonomous workflow orchestration is transforming CX service delivery,” said Avasant Fellow Libby Roney. “Organizations using Gen AI and agentic AI with omnichannel strategies gain a competitive edge in customer retention and operational efficiency.”

The reports provide several findings, including the following:

• • The travel and transportation industry is driving growth in digital CX services revenue with a 6% increase, followed by the banking sector at 4%, driven by increasing demand for AI-driven personalization, omnichannel engagement, and self-service solutions.
  • Over 55% of enterprises are leveraging digital CX services to modernize customer service operations and streamline marketing workflows. They are increasingly adopting Gen AI-driven solutions to automate marketing content and campaigns, improve customer interactions, and enable real-time issue resolution.
  • Fixed pricing remains the preferred model in over 45% of digital CX engagements. However, the enterprise demand for clear accountability and demonstrable outcomes is driving a shift toward outcome/gain-share models, fueled by increasing automation and AI-driven innovation initiatives.
  • Service providers are evolving from Gen AI augmentation to agentic AI orchestration, deploying autonomous, domain-specific agents to generate actionable insights from customer interactions, deploy multilingual voice bots, integrate full-stack Martech platforms, and enhance sales performance.

“Enterprises are moving beyond traditional modernization to embrace AI-driven, privacy-first CX solutions that deliver personalization at scale,” said Amarabati Sen, principal analyst at Avasant. “This shift not only enhances customer engagement but also ensures compliance and resilience in an increasingly regulated and competitive landscape.”

The Digital CX Services 2025 RadarView™ also features detailed profiles of 24 service providers, along with their solutions, offerings, and experience in assisting enterprises in their digital CX journeys.

This Research Byte is a brief overview of Avasant’s Digital CX Services 2025 Market Insights™ and Digital CX Services 2025 RadarView™ (click for pricing).