Why “Bolt-On AI” Is Killing CX ROI

AI may be everywhere in customer experience, but according to Bloomreach CEO and Co-Founder Raj De Datta, much of it still falls short of delivering real business impact.Speaking to CX Today, De Datta reflected on Bloomreach’s recent milestone of surpassing $260 million in annual recurring revenue, a result he attributes largely to the company’s AI-native approach and the evolution of its Loomi AI platform.Rather than treating AI as an add-on, Bloomreach has embedded it directly into the mechanics of personalization, campaign execution, and product discovery.De Datta warned that many organizations rush to introduce AI without rethinking the workflows underneath:“When you go bolt on AI to an otherwise pre-existing workflow with very little change or a pre-existing system, it’s not that it doesn’t work, it’s just that it doesn’t add that much value.”Simple use cases, such as AI-generated copy suggestions, can add incremental value, but rarely move the needle on revenue or efficiency.The conversation also explored the rise of agentic commerce and what it means in practice, with De Datta outlining three emerging models, from AI-led research conducted through conversational agents; to on-site conversational experiences; and finally, fully agent-driven purchasing.While much of the industry is focused on the end state, he suggested most near-term value will come from the first two.Looking ahead, De Datta advised CX leaders to focus on discoverability in conversational channels, invest in AI-native customer communication platforms, and apply AI to operational tasks that free up teams to focus on higher-value work.As AI becomes a primary interface rather than a background tool, the pressure on CX teams to get this right is only increasing.