In Contact Centers, AI Doesn’t Fail — Data Does

From CMSWire

In her editorial for CMSWire, Marcy Riordan, Global Leader of Analytics at TTEC Digital, delivers a candid diagnosis of why so many AI initiatives in contact centers stall before they scale. The culprit isn’t the technology. It’s the data. From misrouted intents to broken self-service flows, Riordan reveals how weak data foundations, not flawed algorithms, are derailing progress.

“AI doesn’t fail because it’s too ambitious; it fails because the foundation isn’t ready,” Riordan writes, urging CX leaders to stop chasing flashy models and start treating data as a living asset. Her article outlines how disciplined data management, embedded governance, and continuous tuning are the real keys to unlocking AI’s potential.

The message is clear: if your data isn’t clean, curated, and governed, your AI dreams will stay just that — dreams.