BCG X – Customer Experience Design, 2024

This report highlights the transformative power of frontier technologies such as generative AI, spatial computing, 5G, and augmented reality. These technologies are not only advancing individually but also amplifying one another, leading to a technological convergence. This convergence is revolutionizing customer experience (CX) and its impact cannot be underestimated, as the disruptive potential of these technologies multiplies when they operate collectively. Understanding how users adopt and embrace these evolving technologies will be crucial for companies as customer demands intensify. The introduction also mentions five radical trends that are transforming CX, and leaders are encouraged to reimagine how their organizations will engage and interact with customers in order to derive maximum value from these rapidly emerging technologies.