AI-Driven Omnichannel: AI is accelerating, but solid foundations are essential

The future of omnichannel begins with data governance

Artificial Intelligence is giving an unprecedented push to Marketing, Sales, and Customer Care, turning the Omnichannel Customer Experience into a landscape where innovation and complexity advance side by side. This is the picture that emerged during the conference
“Omnichannel Customer Experience: si accelera con l’AI ma senza fondamenta solide” organised by the Omnichannel Customer Experience Observatory of the Politecnico di Milano. The meeting highlighted a key point: the growth of AI alone is not enough unless it is supported by robust data architectures, coherent governance, and fully integrated processes.

For the first time in nine years, the omnichannel maturity index, the OCX Index, shows a decline, falling from 4.8 to 4.4. It is a result that surprised many, especially as it arrives at a time when investment in AI is growing significantly. The cause is not a step backwards in innovation, but rather the entrance of new companies still in the preparatory phase (29%) and the slowdown of those which, after an initial acceleration, are experiencing a “back to basics” moment (13%). Fragmented data, a lack of system integration and the absence of unified governance remain the main obstacles preventing AI from expressing its full transformative potential, sometimes even producing stagnant or worsening results despite increased investment.

The conference made it clear that organisational maturity depends on the strength of its foundations: data strategy, information quality, the ability to bring everything together into a unified view, and the alignment between marketing, sales and customer service. Only 36% of companies today manage to achieve a complete Single Customer View, while a third have yet to launch personalisation initiatives. And yet, the benefits are evident: where personalisation is already in place, improvements are seen in retention, conversions, and overall customer satisfaction.

The barrier is not the technology itself, but its integration within the organisation.

Skills provide further confirmation: only 11% of companies report advanced AI capabilities, while almost half position themselves at an intermediate level — too weak to support a fully strategic adoption.

During a round table, the perspective of those working to build these foundations also emerged. Giorgio Carrara, CMO of Elettrocanali, shared the company’s journey towards a more mature and data-driven model through the implementation of a PIM (Product Information Management) system developed with the support of GMDE.

Carrara described the use of AI in the B2B landscape with a striking metaphor: “it’s like fitting a Formula One engine onto a dirt road — you need to pave it first.” Elettrocanali chose to “pave” that road by rebuilding its entire product data heritage from scratch according to the international ETIM standard. This decision enabled the company to ensure consistency, completeness, and quality across the entire product information chain, earning recognition in the form of the METEL ETIM Awards 2025.
It is an emblematic example of how PIM and DAM can serve as the essential infrastructure for enabling more advanced processes, omnichannel integration, and, ultimately, effective AI adoption.

The OCX Observatory also highlighted how AI is rapidly becoming an integral part of the Customer Experience: 80% of companies investing in AI are now applying it to redesign their customer relationships. Adoption of generative AI has grown dramatically, rising from 22% the previous year to 66% in 2025, while AI agents are emerging as one of the most significant frontiers for the near future. At the same time, it is clear that without centralised governance, clear processes and adequate skills, AI risks adding complexity rather than generating value. AI cannot be treated as a mere add-on within the tech stack: it requires a structural rethink of business processes and organisational culture.

The research highlights a scenario that is increasingly data-driven, omnichannel and deeply influenced by AI — yet the core message remains unchanged: the speed of innovation cannot outpace the quality of the foundations. Those who invest today in solid data infrastructures, integrated platforms such as PIM and DAM, and conscious MarTech governance will be prepared to fully harness the potential of AI and build a Customer Experience that is genuinely personalised, seamless and sustainable.

GMDE has consolidated over the years an expertise that enables it to support companies in building solid information architectures, enhancing the value of their data and integrating advanced technologies into a coherent, future-ready omnichannel vision.

Get in touch to discover how to guide your company towards an AI-powered Customer Experience.

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