New TTEC Digital study finds that while AI adoption is nearly universal, most models, processes, and teams aren’t ready to realize ROI

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A study of 150 CX and IT leaders found no organization achieved meaningful AI-driven cost reductions, prompting companies to plan data, governance, and operating model updates for 2027 AUSTIN, Texas, Aug. 17, 2026 (GLOBE NEWSWIRE) -- TTEC, a leading global consulting, technology, and managed services company delivering solutions at the intersection of data, AI, and customer experience (CX), today released new research by TTEC Digital showing that despite widespread enterprise AI adoption, many organizations are struggling to realize noticeable financial returns due to outdated operating models, fragmented data, and weak governance. The report, "The great CX reset: Why outdated operating models are stalling AI's payoff," was conducted in partnership with CX Dive. Its findings reveal a stark disconnect between widespread AI adoption and realized financial return for many companies, prompting corporate leaders to rethink how they operationalize AI across the enterprise. Surveying 150 CX, contact center, and IT leaders, the study found that zero respondents achieved cost reductions through AI, while two-thirds reported that operational costs have risen. The research points to the practice of bolting advanced AI infrastructure onto rigid, pre-AI operating models as the primary reason for stalling ROI. Further, only 1% of executives describe their current operating model as highly adaptive and built for continuous change. "Companies can no longer afford to buy into tech that fails to move the bottom line," said Marcy Riordan, vice president of data & analytics at TTEC Digital. "The great CX reset is about rebuilding on the timeless fundamentals of great service operations, clean data, skilled teams, and clear internal workflows. That's the foundation that makes AI pay off." Three reasons AI isn't delivering ROI The report identifies three core areas where the gap between AI adoption and AI readiness is widest: Where companies are investing next As organizations move beyond AI experimentation, executives are increasingly shifting attention from deploying new tools to proving measurable business value. The top investment priorities for 2027 include: Download the full report to explore the complete findings, benchmark your organization's AI maturity, and learn how leading enterprises are redesigning operating models to improve AI ROI: www.ttecdigital.com/resou...

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