AI is already changing customer service in the Baltics: key trends and insights from “Customer Experience 2026”

Customers no longer want to wait hours for a reply or repeat their issue across different channels. They expect fast, simple, and personalized service - whether they contact a company by phone, chat, email, or mobile app. At the same time, companies are under pressure to improve service quality while reducing costs.

Key takeaways:

✔️ AI is becoming the core of customer service operations

✔️ Automation helps reduce costs and speed up service

✔️ Companies are focusing more on personalization and trust

✔️ Employee experience is becoming just as important as customer experience

✔️ Virtual agents and omnichannel communication are becoming the new standard

These were some of the key conclusions shared at the “Customer Experience 2026 - what you need to know” event, held on May 27, 2026 in Riga and organized by Adventus Solutions and Genesys, bringing together customer service and contact center professionals from across the Baltics.

The discussions made one thing very clear - customer service is entering a new phase where AI, data, and automation are no longer future topics, but everyday reality. Let’s take a closer look at the key trends shaping this shift.

🔶 Key customer experience trends in 2026

During the event, Genesys experts highlighted that artificial intelligence is now changing customer experience (CX) faster than most companies can adapt.

The main five drivers shaping customer experience are:

• personalization
• empathetic communication
• automation
• conversation-based service
• data-driven insights

For companies, this means more than just adopting new technology. It also requires a better understanding of customer needs and delivering a consistent experience across all channels.

Armands Bunkovskis, Business Development Director at Adventus Solutions, emphasized that AI is no longer just a chatbot answering questions. Today, AI influences the entire customer journey - from the first interaction to analytics and service improvement. At the same time, trust and transparent use of AI are becoming increasingly important. Customers choose brands that deliver not only fast, but also human and reliable experiences.

🔶 “Agentic AI” - the next stage of customer service

One of the main topics at the event was “Agentic AI”.

“Agentic AI” is an AI-driven approach where systems can autonomously coordinate the customer experience across different communication channels.

This means AI is no longer just automating individual tasks. It helps manage the entire customer journey, making it easier for companies to solve problems faster, personalize communication, and reduce manual work.

Regis Mace, Solution Consulting Director for the Nordics and Baltics at Genesys, noted that Baltic contact centers have now reached the fourth of six maturity levels - “agentic experience generation”. At this stage, AI can already support personalized, empathetic, and partly autonomous customer service.

During the demo session, Genesys senior solution consultant Niklas Rosendahl showed how companies can use “Genesys Cloud Agentic AI” capabilities to build virtual agents, automate conversation summaries, and analyze customer experience across channels.

The “Journey Management” tool was also presented. It helps companies visualize and analyze the full customer journey across all communication channels. This makes it easier to identify issues and improve service quality.

🔶 Bigbank experience: migration across 9 countries in 4 months

One of the most interesting parts of the event was the Bigbank case study on migrating to the Genesys Cloud contact center platform.

The technical migration across all 9 countries where Bigbank operates was completed in just 4 months, and the full project was finished in December 2025.

Bigbank representatives - Head of Customer Experience in the Baltics Mirjam Peetsmann, Customer Service Team Lead in Estonia Maarika Rüsülainen, and Head of Customer Service in Latvia Marija Klints - shared practical insights about the implementation process and key benefits.

In Latvia, 50 Genesys Cloud agents now handle around 20,000 customer conversations per month. In Estonia, 90 agents handle around 46,000 conversations monthly.

After the Genesys Cloud implementation in Estonia, call volume decreased by 20%, while customer experience visibility and analytics improved.

Bigbank representatives highlighted several key benefits:

• all customer communication history is available in one place
• employees no longer need to switch between multiple systems
• better visibility of work processes
• faster access to customer feedback and data
• more modern employee and customer experience

The company also noted that one of the key success factors was close collaboration with Adventus Solutions and strong team involvement throughout the change process.

🔶 Migration without pain – key takeaways from the panel discussion

The event ended with a panel discussion titled “How to migrate without pain?”, featuring Bigbank representative Mirjam Peetsmann, Enefit Customer Service Development Manager Kaido Kabral, and ERGO Head of Sales and Customer Service in Latvia Anda Savļenko.

The experts shared their experience with Genesys Cloud implementation, discussed the benefits of the platform, and reflected on what they would do differently today.

Key takeaways from the discussion:

• To ensure a successful migration to Genesys Cloud, it is important to prepare properly, have a backup plan, and trust the team.
• Genesys Cloud significantly improves efficiency, as all teams, communication channels, and data are brought into one platform. This provides better visibility and helps get work done faster and with fewer errors.
• Improved employee experience is one of the most important benefits. With Genesys Cloud, employees can access information more easily and understand processes instantly.
• Change management and team involvement are critical, as technical migration often happens faster than internal process and behavior changes.
• AI tools and automation are becoming a key part of daily operations, especially text-to-speech solutions, conversation summaries, analytics, and AI agents.
• Companies are increasingly using multiple communication channels, including chat, email, voice, and virtual assistants, to improve customer service.
• Attitudes toward virtual agents and AI are changing. What was once met with skepticism is now becoming a key tool for improving customer experience and efficiency.

🔶 The future of customer service in the Baltics

At the end of the event, experts agreed that the customer service industry in the Baltics is going through major change, where AI, automation, and data-driven solutions play an increasingly important role.

At the same time, successful transformation is not possible without proper preparation, strong change management, and full team involvement.

Companies that can successfully combine technology with a human approach to customer service will gain a strong competitive advantage in the coming years.