Ambient intelligent experiences: a new way of connecting with your customers

Personalized customer journeys at every touchpoint, and customer interactions that become lasting relationships: this is the promise of “ambient intelligent experiences”, a concept included as a key theme in the NTT DATA Technology Foresight 2025 report. Published annually, the report analyzes the latest technological trends researched by NTT DATA.

These experiences are fundamentally changing how you connect with your audience. Beyond improving customer service, they help you anticipate the needs of your customers, improve interactions and build meaningful emotional connections — all of which are key in developing customer satisfaction and loyalty.

Technological advances to watch

Ambient intelligent experiences transform business–customer and user–product interactions by using advanced technologies to create integrated, personalized and intuitive interactions across platforms.

According to the report, business and IT leaders should keep a close eye on technologies that include the following:

• Emotion AI and sentiment-analysis technologies capture user emotions through voice, facial and behavioral data, which means they can adapt in real time to customer sentiment. Cogito AI, for example, detects stress in voice signals during support calls, which can help contact centers instantly tailor responses that leave customers more satisfied.
• Recommendation engines use advanced machine-learning models to dynamically tailor content along with product and service recommendations based on user behavior and preferences. Inflection AI’s Pi, for instance, offers personalized, contextually relevant interactions that evolve based on a user’s conversation history and needs.
• Speech and gesture recognition enables intuitive control and interactions by interpreting voice commands and gestures in real time. Google’s Project Starline uses 3D imaging for natural, holographic conversations, while Leap Motion’s Ultraleap delivers precise, touch-free gesture control in virtual and augmented reality spaces to make these more accessible and engaging.
• Smart sensors and radio frequency identification (RFID) technology collect and track data in real time across physical and digital touchpoints, improving the flow of information throughout the customer journey. Advanced RFID systems and smart sensors capture location, movement and engagement patterns, which allows you to seamlessly connect your customers’ in-store and online behavior.

4 strategies for success

The report identifies four core strategies for creating and streamlining impactful ambient intelligent experiences.

1. Deploy natural user interfaces (NUIs) to make digital interactions more human-centric

NUIs facilitate intuitive human–computer interactions through touch, gestures and voice. These interfaces minimize the learning curve so that users can engage with technology without extensive training. By improving user experience and accessibility, NUIs can broaden your market reach and give your organization a competitive advantage.

Applicable across industries including retail, healthcare, manufacturing and education, NUIs present a significant opportunity for improving user engagement and operational efficiency. However, you need to carefully consider the needs of your users and potential challenges such as high development costs and privacy concerns.

2. Use AI-driven customer interfaces for personalized, efficient interactions

AI-driven customer interfaces analyze users’ voices and sentiment to collect real-time insights that organizations can use to elevate customer experiences. They can anticipate customer needs and evolve, improving service delivery and boosting user satisfaction. By maintaining consistent engagement across a range of channels, including social media, these interfaces also cultivate stronger brand loyalty.

Ultimately, this helps you meet customer demand for relevance and immediacy, thereby supporting business growth in a competitive environment.

3. Introduce intelligent personal assistants (IPAs) for personalized, context-aware support

IPAs use advanced AI, including generative conversational AI and AI avatars, to offer natural, engaging interactions that adapt to user preferences and market conditions in real time.

By integrating with immersive technologies like the metaverse, IPAs are poised to revolutionize customer engagement, operational efficiency and human–computer interaction across industries.

4. Ensure omnichannel integration to unify customer experiences across platforms

Omnichannel integration draws on AI-powered commerce solutions and metaverse-ready networks to create personalized interactions while supporting digital transformation through dedicated initiatives and product innovation based on customer insights.

This approach helps you adapt to consumers’ changing expectations and provide a cohesive brand experience that bridges the gap between online and offline channels.

Navigating the risks and blind spots

Like almost every technological breakthrough, ambient intelligent experiences come with some potential risks.

Technological integration and interoperability

As devices and platforms become fully interoperable, users will be able to transition smoothly between digital environments. AI assistants, augmented and virtual reality and IoT will blend into a unified and intuitive experience, making the technology nearly invisible. As a result, users will enjoy frictionless interactions without loyalty to any single ecosystem.

However, if technology companies build highly personalized but closed ecosystems, consumers will be immersed in optimized but isolated experiences that offer deep integration with brand platforms but make switching between systems difficult. This will fuel competition but could stifle cross-platform innovation.

Consumer acceptance and behavioral changes

Some consumers may choose to engage with AI and immersive technology only if they have full control over their personal data. Organizations need to be transparent and offer opt-in features for each interaction. In this scenario, trust lays the foundation for engagement, with users demanding strict privacy standards and customizable AI experiences.

As some AI assistants evolve into emotional companions that offer advice, comfort and deep personalization, users could begin relying on them for decision-making and emotional support, creating new dependencies. While many will embrace this bond, ethical concerns will arise about manipulative behavior and the loss of human connection.

What comes next?

As these technologies create more seamless and intuitive interactions, you should find ways to integrate such tools into your organization to meet evolving customer expectations. The strategic use of NUIs, emotion AI and omnichannel platforms is becoming essential in making user engagement count.

With personalization driving customer loyalty, the importance of real-time data processing and sentiment analysis is amplified. Review your systems to check whether they’re equipped to process behavioral data instantly and adapt interactions based on real-time insights.

Concerns about data ownership and privacy become more complex when integrated platforms are involved. That means it’s vital to secure your customer data while still providing cross-platform consistency and personalized support.

Closing thoughts

As you explore new ways of connecting with your audience, GenAI-powered personas or avatars — created with technologies like computer-generated image rendering, natural language processing and emotion — will increasingly become a useful tool to explore what lies ahead, simulate business environments and minimize risk through scenario-based planning.

While some uncertainty will remain, this approach will reduce the risk of surprises down the road.

What’s next

Read the NTT DATA Technology Foresight 2025 report, infographic and trend to uncover more strategies for navigating the next wave of technological change.