Consumers are no longer satisfied with receiving a good experience: they want to feel seen, remembered and understood. In this context, the “Contextual intelligence” It becomes a strategic ally for businesses, since it allows us to understand the moment in which each client is, their interaction history and their real needs. This facilitates more fluid, predictive and deeply human experiences, according to Zendesk.
The CX Trends 2026 study highlights that customers do not want to start interactions with the brand again, but rather feel remembered, in fact 80% say that any company employee should easily access prior context.
AI for more human experiences
Artificial Intelligence is transforming the relationship between clients and companiesallowing us to anticipate needs, offer precise responses and strengthen trust in an environment of increasingly informed consumers.
“The contextual intelligence represents a new way of applying AI, combining its speed and precision with empathy and human understanding, an approach that allows companies to recognize each customer with precision and consistency at each point of contact,” highlights Walter Hildebrandi, Zendesk’s Director of Technology for Latin America.
Taking advantage of the data provided by AI such as the consumer’s history with the brand, real-time signals and the intersection with corporate policies, allows companies to offer more human and relevant interactionsregardless of the channel or the moment.
Using AI to provide better interactions is important, especially because the 82% of consumers are frustrated by having to repeat information and 87% seek truly personalized experiences, this approach allows companies to recognize each customer with precision and consistency at every touchpoint.
Mexico and the adoption of AI
The country has positioned itself as one of the most dynamic markets in customer experience (CX) transformation. Walter Hildebrandi points out that “Mexico consolidates itself as one of the most advanced markets in the transformation of the customer experience in Latin America,” he points out.
In this sense, nine in 10 customer experience leaders say that AI is already the main driver of customer interactionsas it helps improve data accuracy and business metrics.
Furthermore, the 90% say AI agents with memory are the key to deliver truly personalized journeys, while consumers demand fast, seamless experiences across all channels.
Multimodal AI is also gaining ground, with 97% of executives considering the integration of text, voice, image and video will reduce resolution times by 59%. This type of technology allows customers to “show, tell and be understood,” which is reflected in the fact that 77% would choose companies that offer this capability in the same conversation thread.
Contextual Intelligence and AIor they only transform processes; redefine the relationship between companies and customers. “AI is no longer the differentiator. It’s how you intelligently apply it,” says Tom Eggemeier, CEO of Zendesk.
