The Experience Gap: AI's Imminent Impact on CX
Customer experience is at risk. Here's what 800+ top c-suite are saying.
Download the report now.
agree their digital CX needs improvement
say they’re behind on AI transformation
say CX strategy contributes to business success
Companies mastering digital CX are redefining entire industries.
They generate 30% more revenue, $1.4 billion on average, than customer-experience laggards.
Business leaders are increasingly obsessed with AI’s impact on efficiency. However, new research shows that businesses are often forgetting about the most critical factor: the customer. AI offers the path to emotionally intelligent customer connections that drive lasting competitive advantage.
Learn why the winners are winning, how you can leverage AI to deepen emotional connections with customers and what the roadmap for success looks like.
Survey Demographics
This report presents the key findings of a survey conducted by WSJ Intelligence and Code and Theory in June 2025. The survey captured responses from 800 U.S.-based senior executives.
- Sample Size: 800 U.S. executives at companies with at least $500M in annual revenue
- Key Titles: CEO (33%), CTO/CIO (33%), CMO (33%)
- Key Industries: Tech/Telecom (23%), Banking/Finance/Capital Markets (15%), Manufacturing/Construction (12%)
Experience Change — Explore Code and Theory
Code and Theory, part of Stagwell, unlocks transformative customer experience, brand strategies and digital capabilities. We are where CMOs, CTOs, and CIOs come together to Experience Change.
When the most ambitious companies need creative, enduring business transformation, they trust Code and Theory. We craft technology-first customer experiences to reduce complexity and accelerate growth. The only agency with a 50/50 balance of creatives and engineers, we’re 2,000 strong in the sweet spot of scale.
That doesn’t exist anywhere in the world. Until now.
Code and Theory — Press and Accolades
- The New NFL App Keeps You Hooked on Football All Week Long, Fast Company
- YETI Launches Interactive Calendar to ‘Plan Your Wildest Year Yet, Little Black Book
- NBC's Big Board, Built by Code and Theory, Makes Election Results A Whole Lot Easier to Understand, Fast Company
- Code and Theory Named The Most Decorated Agency of 2025