The CX State of Play in 2026

CX in 2026 will be defined by AI-first experiences, moving from simple automation to agentic AI that orchestrates complex customer journeys, with precision personalisation and deep data integration. The focus will be on human-AI collaboration, while emphasising trust and transparency.

Customer needs, behaviours and expectations are evolving much faster than many organisations can adapt. They expect to be able to shop across multiple touch points from apps and social media to online and physical stores, with Australian consumers expecting the same level of convenience and personalisation from local and global brands.

To get an idea of the trends, challenges and opportunities facing Australia’s CX industry in 2026, we asked CX leaders across a range of industries to share their perspective and insights.

This report was brought to you by the Customer 360 Symposium 2026 – which took place 31 March – 1 April in the Hunter Valley. Secure your place in 2027 here.