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    AI: a people problem?

    Jun 06, 2018 4 minutes

    In Inc. magazine Bill Carmody describes customer experience (CX) as “the only differentiator”, and Deloitte refers to it as “the new differentiator”. However, CX quality dropped between 2016 and 2017. According to Forrester, twice as many brand scores fell as rose, and losses were bigger than gains. Marketers seem to understand AI as part of the automation that is used to reduce CX labour costs. “This is around the navigational aspect of your website that is not so different to the supermarket situation, where you can’t be with your customer at every point in the journey,” said one focus group member.

    The problem posed by having

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