Hasty adoption of AI could be costing businesses billions as shopping hits its peak

New research from Qualtrics XM Institute finds poor customer experiences could cost Kiwi businesses as much as 12-billion dollars this holiday season.

Globally, one in five customers who used AI customer service saw no benefit.

Qualtrics XM's Vicky Katsabaris says rushing to adopt AI for the sake of it - is a risky strategy.

She says it's become a bit of a failure - because it hasn't been implemented intentionally.

She says it's compounding the problem rather than solving it, and creating more frustration.