Generative AI Search: Building a Foundation for CX

Authors: Beth Schultz, VP of Research and Principal Analyst

In the modern digital landscape, the expectation for customer experience (CX) is clear: rapid, accurate, and contextually relevant information delivered instantaneously. This mandate has elevated knowledge management from a support function to a core strategic pillar, as Metrigy has seen in its Data & Knowledge Management for CX: 2025-26 global research study with 393 organizations. In the study, nearly 74% of companies reported having a comprehensive, documented knowledge management strategy for CX.

At the heart of this transformation is generative AI, a technology that companies are quickly transitioning from experimental pilot to full-scale deployment. Most companies studied (85.8%) are already either piloting or utilizing generative AI for CX knowledge in production. Generative AI-powered search, enabling conversational queries and answers, is a critical capability.

This issue paper explores the critical role of generative AI search, its reliance on retrieval-augmented generation (RAG) architecture, how companies are realizing measured business gains from its use, and their strategic approach to leadership and spending.

Table of Contents

• Introduction
• The Foundational Role of AI in Knowledge Management
• Augmenting the Search Response for Elevated CX
  • RAG Implementation Strategy
  • LLM Strategies for Generative AI Search
• Generative AI Search Leads to CX Success
  • Contact Center Metrics
  • Business Metrics
  • Additional Search-Related Improvements
  • Leadership and Coordination
  • Vendor Engagement and Spending
• Conclusion
• Working With Metrigy