Consumer technology brands are operating at a moment of real transition. Products are no longer static devices that customers use in isolation. They are the internet of things – intelligent, connected systems that sit at the center of people’s homes, routines, and identities. As a result, the customer experience in consumer tech has expanded far beyond the traditional realm of troubleshooting.

AI and automation are accelerating this shift, but not in the way many expected. Rather than replacing human work, they are steadily stripping away lower‑skill, transactional interactions and reshaping what’s left. As SVP of Global Program Strategy at IntouchCX Mary Flynn explains, automation removes much of the Tier 1 work from the process. What remains is more complex, higher‑value Tier 2 and Tier 3 interactions that require judgment, empathy, and technical confidence.

At the same time, consumer tech brands are facing a convergence of pressures in the form of faster product cycles, sprawling device ecosystems, rising customer expectations, and growing regulatory scrutiny around how brands manage the personal data these devices now collect. Customers expect experiences that feel seamless and human, while operations teams are grappling with fragmented systems, uneven data quality, and constant change.

This report explores the challenges many consumer tech brands are underestimating today, how CX workflows are evolving in response, and how IntouchCX is already helping brands navigate this new reality. 

Download here our Industry Report to learn more