Brands move from CX to total experience as agentic AI rises: report

Personalisation and integrity remain the top customer experience drivers, whilst trust concerns shape AI adoption.

Brands are moving beyond traditional customer experience toward total experience, as agentic AI reshapes how companies engage customers, employees, and partners, according to KPMG in Singapore’s Customer Experience Excellence Report 2025/26.

KPMG said total experience connects customer, employee, partner, and digital interactions into one integrated system. The shift is being supported by agentic AI, which can coordinate processes, personalise interactions, and improve service delivery across channels.

In Singapore, personalisation remained the strongest driver of customer experience excellence at 19.2%, followed by Integrity at 17.9%.

For customer loyalty, personalisation also ranked first at 20.0%, reflecting rising expectations for relevant, seamless, and trustworthy experiences.
However, trust remains a key concern as AI adoption grows. KPMG found that 53% of respondents listed data security among their top three AI concerns, followed by incorrect AI responses at 45%, AI’s inability to understand emotions at 42%, and difficulty getting human support at 40%.

Apple Pay topped Singapore’s customer experience rankings, followed by Apple Store, Uniqlo, Emirates, and Singapore Airlines. Among local brands, Singapore Airlines ranked highest, followed by DBS, POSB, NETS, and Singapore Petroleum Company.

The report also highlighted major gains by local institutions. Tan Tock Seng Hospital climbed 30 places to rank 20th, making it the biggest mover among Singapore’s ranked brands, whilst HSBC Life rose 29 places to rank 34th.

KPMG said businesses should redesign their operating models around customer outcomes, strengthen responsible AI practices, and connect front-, middle-, and back-office systems to deliver more seamless experiences.

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