And, critically, how to make that customer journey frictionless. As examples, consumers conducting product research on the AI assistants, making purchases in the apps, and doing account management on the websites.
UNDERSTANDING THE SHIFT
For years at TELUS Digital we’ ve said that every consumer app and website will need to be rebuilt with an AI-powered voice and multimodal interface. These take advantage of technology advancements to create more natural and intuitive human-computer interactions.
Until now, chat interfaces were primarily about information. But as we move towards having third-party apps that can be used directly within chats, they’ re becoming about execution.
The recent introduction of tools like ChatGPT ' s Apps SDK highlights this shift, enabling businesses to integrate their apps directly into AI assistant conversations. In this fashion, users can complete tasks, from booking appointments to processing payments, without ever leaving the chat interfaces.
ChatGPT Apps represents a convergence of both AI assistant and app channels. The AI assistant handles tasks where natural language and adaptability excel. It also seamlessly invokes custom app experiences when familiar interfaces or complex transactions are needed.
This hybrid model allows the AI to intelligently route users ' requests while maintaining the branded, intuitive experiences consumers expect from traditional apps.
Looking ahead, the most compelling CX will come from AI assistants that incorporate app experiences and vice versa. A bidirectional integration where the channels become invisible and the customer journeys become seamless.
The brands that move first in this next wave of customer engagement will have a clear advantage.
THE AI VS APPS SCORECARD EVERYDAY TASKS
A closer look at our consumer poll data revealed that channel preferences were influenced— sometimes significantly—
BOX 1 by the type of task that was being performed( see BOX 1).
Notably, our data found AI assistants dominate in speed and adaptability, with a slight edge in personalization( see BOX 2). But key drivers such as familiarity, loyalty, rewards and perks, and ease of use keep consumers coming back to using their favorite brands’ apps.
Implications for CX and Contact Centers
User expectations are evolving rapidly, driven by AI systems that are moving beyond simple responses to autonomous action.
Gartner predicts that by 2029, AI agents will independently handle 80 % of routine customer service issues. This
BOX 2
EVERYDAY TASKS
represents a fundamental shift from AI that generates answers to AI that completes tasks end-to-end.
This evolution is already underway. AI assistants are becoming multimodal, allowing customers to interact in ways that feels most natural for the tasks at hand, including through text, voice, images, or a combination.
Whether typing a question into ChatGPT, speaking to Google Gemini, or uploading an image for analysis, customers are gravitating toward interfaces that let them communicate on their terms.
The result? A more intuitive, frictionless experience where AI assistants are becoming a channel that can handle multiple services, such as billing, support, account information, and troubleshooting.
AI ASSISTANTS VS. APPS
30 CONTACT CENTER PIPELINE