AI has now made proactive outreach timelier and more personalized—and consumers welcome the updates, within reason.
Remember the days when a text message ping generated momentary excitement about which friend or family member had something important or funny to say? It was sort of like receiving a card or letter in the mail (I know. I’m aging myself!) – that little zip of surprise and delight.
Things have changed. Now, businesses are reaching out almost as much as a best friend group. We’ve gone from the occasional proactive text (or email or phone call, etc.) from a business, to confirm appointments or announce a sale, to frequent outreach that is more customized—not only that you have a doctor’s appointment, but the purpose and expected timeframe of the appointment; not only to alert about a sale but specifically what about that sale will appeal to you based on buying history.
AI has now made proactive outreach timelier and more personalized—and consumers welcome the updates, within reason, according to Metrigy’s AI for Business Success 2025-26 – Consumer Views research study of 503 consumers.
The evolution from reactive customer service to proactive engagement is a strategic shift for nearly 60% of businesses—and one that requires operational focus as CX teams must anticipate customer needs, deliver value before it’s asked for, and do so in a way that aligns with customer preferences and business goals.
Metrigy’s research documents business and consumer perspectives on proactive outreach and where the gaps lie. Companies are investing significantly in AI and automation for their CX strategies (84% of companies increased spending by an average of 25% this year alone). But it’s crucial to understand consumer preferences. For now, many businesses remain cautious because they don’t have or aren’t appropriately applying the analytics tools to give them granular data about each customer’s expectations. Rather, they may have overall figures showing general customer preferences. Yes, Sue loves a sale on clothing but may not know the specific type of clothing to promote to her. Moving forward, CX leaders must bridge the gaps between business use of AI-powered proactive outreach and consumer preferences, ultimately delivering tangible benefits.
Why Companies Are Leaning Into Proactivity
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