TTEC Digital study finds AI adoption fails to cut costs as outdated CX operating models stall ROI

TTEC released a TTEC Digital study on Aug. 17, 2026, flagging weak AI ROI in customer experience operations despite near-universal adoption.

• Survey of 150 CX, contact center, and IT leaders found 0% achieved AI-driven cost reductions; about two-thirds reported higher operating costs.
• Outdated operating models led the gap, with only 1% calling their model highly adaptive for continuous change.
• Complex stacks weighed on control: 60% used seven or more platforms; only 43% tracked AI use across journeys confidently.
• Governance lagged despite better data: 29% used consistent cross-functional governance; 64% applied policies inconsistently across the enterprise.