Customer experience providers are moving beyond isolated generative AI pilots as enterprises look for systems that can operate across customer service, workforce support, analytics and automation. TELUS Digital's latest recognition by Everest Group reflects that broader shift.

TELUS Digital has been named a Leader in the Everest Group Customer Experience Management (CXM) Services PEAK Matrix Assessment 2026 – Americas for the eighth consecutive year. The company was one of eight providers classified as Leaders among 48 CXM service providers evaluated for the Americas.

The assessment evaluates providers based on market impact and vision and capabilities, including areas such as service scope, innovation, investments and delivery footprint. Everest Group's 2026 research places increasing emphasis on production-scale AI, governance, integration and measurable business outcomes as enterprises move beyond experimentation.

Fuel iX Puts Enterprise AI Into the CX Workflow

At the center of TELUS Digital's offering is its Fuel iX portfolio, which includes enterprise AI orchestration capabilities, Fuel iX Agent Assist for real-time agent support and Fuel iX Agent Trainer for AI-supported training and quality improvement.

The company also operates within a broad technology ecosystem that includes Google Cloud, Zendesk, Five9, Amazon Connect, Cresta, ElevenLabs, Verint, Automation Anywhere and Sanas. According to the Everest assessment, that ecosystem extends TELUS Digital's capabilities across contact-center-as-a-service (CCaaS), analytics, automation, conversational AI and agentic AI.

That ecosystem approach is important because enterprise CX rarely operates through a single platform. Customer interactions can span CRM systems, contact-center infrastructure, knowledge bases, workforce management and analytics. AI therefore needs to work across existing technology rather than operate as a standalone chatbot.

TELUS Digital says its delivery organization supports more than 50 languages and serves customers across multiple regions. Everest Group also cited the company's breadth across customer service, technical support, sales, compliance, retention, order fulfillment and transaction processing.

Enterprise AI Spending Is Moving Toward Customer Operations

The recognition arrives as customer service organizations increase investment in AI. Gartner reported in August 2026 that AI spending by customer service leaders had increased 38%, while overall service and support budgets grew by 2%. The research was based on a survey of 199 service and support leaders conducted in April and May 2026.

Yet investment does not automatically translate into successful deployment. Gartner also found that only 24% of service and support leaders in a separate 2026 survey demonstrated positive financial returns across their AI use cases.

That gap helps explain why CX service providers are increasingly positioning themselves around implementation, workforce adoption, governance and outcome measurement rather than AI software alone.

Everest Group's assessment similarly identifies a market moving toward integrated human-AI operating models, agentic workflows and production-ready AI across agent assistance, self-service, quality assurance, knowledge management, analytics and workflow automation.

What It Means for Enterprise Marketing and CX Teams

For enterprise organizations, the competitive issue is shifting from whether AI can assist customer service to how AI is incorporated into the broader customer journey.

TELUS Digital's outcome-based and hybrid commercial models are part of that change. Everest Group says enterprises are increasingly considering commercial flexibility and accountability alongside technology maturity, rather than evaluating providers solely on cost.

The company's positioning also reflects a larger convergence between MarTech, CRM, CCaaS and AI infrastructure. Marketing teams increasingly depend on service interactions for customer insights, while customer-service organizations need access to the same customer data and journey context used by marketing and sales.

There is also a human-experience consideration. Gartner found that 87% of surveyed B2B and B2C customers said companies using generative AI for customer service should provide access to a human agent.

For enterprises, that suggests AI-enabled CX will need to balance automation with escalation paths, human oversight and consistent customer context.

Market Landscape

The CXM services market is increasingly centered on integrating AI into existing enterprise operations rather than deploying isolated generative AI experiments. Everest Group's 2026 assessment covers 63 providers globally across its Americas, EMEA and APAC assessments and identifies production-ready AI, governance, integration and measurable returns as important market themes.

TELUS Digital's Americas recognition places its Fuel iX portfolio alongside a broader service-delivery model that combines AI capabilities, multilingual operations, technology partnerships and CX outsourcing. Everest Group also classified TELUS Digital as a Major Contender in its 2026 EMEA and APAC assessments.

The competitive landscape includes technology vendors, CCaaS providers, systems integrators and specialized CX outsourcing companies. As AI becomes embedded in contact-center workflows, differentiation is increasingly tied to integration capabilities, industry expertise, workforce transformation, governance and the ability to demonstrate business outcomes.

Top Insights

• CXM is moving into production AI: Everest Group identifies a shift from generative AI pilots toward integrated human-AI operations, affecting enterprise service and technology leaders.
• Fuel iX expands AI orchestration: TELUS Digital combines agent assistance, training and enterprise AI capabilities with a broader CCaaS technology ecosystem.
• AI spending is accelerating: Gartner reported a 38% increase in customer-service AI spending in 2026, putting greater pressure on organizations to demonstrate measurable returns.
• Human escalation remains important: Gartner found 87% of surveyed customers consider human-agent access essential when companies use GenAI for customer service.
• Commercial models are changing: Outcome-based and hybrid pricing models are becoming part of how enterprises evaluate AI-enabled CX providers alongside technology and delivery capabilities.

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