CX Files19 Kesä 2025

Mythbusting AI In CX - The Truths No One Tells You

Nicola Collister and Jerry Briggs talk to Peter Ryan about AI in CX

We have talked many times on this podcast about AI and the hype aound what it can do for CX designers and managers. But what can it really do? We are being flooded with AI-themed ideas on LinkedIn daily, but it is also clear that many AI projects are failing (Gartner says that 85% of AI projects are failing at present).

In this episode Peter Ryan aims to do some myth-busting. Where is AI in CX today? What are the real use cases and where is the hype?

Peter talked to two CX leaders - in the UK and US - to discuss their thoughts on the realities of using AI in CX today...

This episode features the guests:

Nicola Collister

CEO and Founder of Custerian - based in Bowden, near Manchester UK

https://www.linkedin.com/in/nicola-collister-7b34ba2/

https://www.custerian.com/chat-to-us

Jerry Briggs

CEO and Owner of ApexCX - based in Washington DC, USA

https://www.linkedin.com/in/jerryhbriggs/

https://www.linkedin.com/company/apexcx-customer-experience-support-services/

Interview led by Peter Ryan: https://www.linkedin.com/in/peter-ryan-montreal/

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Summary

Mark Hillary and Peter Ryan discuss the hype cycle surrounding AI in customer experience (CX) with guests Nicola Collister and Jerry Briggs. They highlight the disparity between AI adoption in the US and China, noting that many US companies are still in the hype phase, while Chinese companies are using AI for practical applications.

The conversation emphasizes the need for strategic AI implementation aligned with business goals, rather than just adopting AI for the sake of innovation. They also discuss the importance of understanding AI's limitations and potential negative impacts on both customers and employees. The guests stress the need for clear communication and realistic expectations from AI vendors and consultants.

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