Qualtrics 2026 CX Report: "Silent Churn" in Customer Experience and AI's Trust Test

With more than 20,000 consumers taking part, the Qualtrics 2026 CX Report points to both a major window of opportunity and serious “silent” risks for brands.

Amid global uncertainty and technological transformation, consumers are more open to change than ever. But Qualtrics warns that brands must not squander this opportunity by embracing AI merely to cut costs.

Here are the report’s striking headline finding and 5 critical takeaways that will shape your 2026 strategy:

1. A “Benefit” Crisis in AI-Powered Services

Although overall trust in AI is rising, that has yet to carry over to customer support. Nearly one in five consumers who have used AI for customer service say they saw no benefit at all — a failure rate almost 4 times that of AI use in general. Consumers want to see AI as a tool that enhances the human experience, not as a barrier to human connection.

2. Survey Fatigue and “Silent Abandonment”

Traditional surveys now struggle to capture the real picture. Of consumers who have a bad experience, 30% now quietly walk away without saying a word to anyone, up 9 percentage points from 2021. It is becoming critical for companies to look beyond surveys and focus on the data customers generate without prompting (unsolicited data), such as call recordings, chat data and behavioral signals.

3. Price Drives the Decision, Experience Builds Loyalty

Amid economic pressures, “value for money” remains the number one factor in consumer choices in 2026. But the report draws a critical distinction: an affordable price may get customers through the door, but what builds real loyalty and trust is “experience,” the combination of product quality and good customer service.

4. The Personalization Paradox: Transparency Is the New Trust

While 64% of consumers prefer experiences tailored specifically to them, only 39% trust companies to use their personal data responsibly. In 2026, the way to earn trust is to be fully transparent about how data is collected and to give customers control over that data and the right to delete it.

5. The High Cost of a Bad Experience for Brands

Experience failures cost brands more than ever. One of the report’s most striking findings is that nearly one in two bad experiences (47%) leads consumers to cut their spending. A satisfied customer is 3.8 times more likely to trust a brand, 2.3 times more likely to buy more and 4.1 times more likely to recommend it.

You can access the full report here.