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‘The Authority Shift: Why Agentic AI Is Redefining CX Leadership’ by Nermien Emad
As customer experience capabilities continue to evolve, organisations are gaining greater visibility into customer sentiment, intent and behaviour in real time. Yet many still struggle to turn that insight into meaningful action. In this article, WiCX Inner Circle member and AI & CX Transformation Leader Nermien Emad explores how Agentic AI is beginning to close that gap by enabling systems to respond dynamically and autonomously across the customer journey.
Drawing on her expertise in AI and customer experience, Nermien examines the shift from reactive, human-led operations towards proactive AI-driven decision-making at scale. She also considers the implications for governance, accountability and trust as organisations redefine where human judgement should remain essential.
AI in Customer Experience: Why Responsible CX by Design Is Becoming a Leadership Decision
There is a particular kind of conversation that emerges when women working in customer experience are given the time and space to speak openly. The discussion quickly moves beyond tools and technology and into the practical realities of delivering experiences inside organisations, including the trade-offs, pressures, and decisions that rarely make it into strategy presentations.
That spirit shaped an International Women’s Day CX Lab hosted in London, where participants from across customer experience, research, design, and technology came together to explore a more grounded question: what responsible AI actually looks like inside real organisations. Rather than focusing on hype, the conversation highlighted that the real challenge is not simply adopting AI, but determining where it belongs within the customer experience and how to introduce it in ways that strengthen rather than undermine customer trust.
AI in Customer Experience: Why Leadership Judgement Now Matters More Than Technology
Inside organisations today, AI isn’t arriving as a tidy strategic roadmap. It’s arriving as a series of decisions landing directly on leaders’ desks. Where should automation sit? What should never be automated? Which vendors should we trust with core operations? And who ultimately carries the consequences if those decisions turn out to be wrong? These are the conversations now taking place inside CX and contact centre leadership teams around the world.
During a recent WiCX Talk Trends discussion hosted by Women in CX in partnership with Genesys, I had the privilege of exploring this reality with three leaders who are navigating these decisions every day inside global organisations. What followed was not a conversation about tools or hype. It became a much more honest discussion about the weight of the decisions CX leaders are now being asked to make.
Beyond the Hype: Why 95% of AI Pilots Fail in CX — and What the 5% Do Differently
At a recent WiCX Talk Trends panel, we brought together CX, design, behavioural science, and AI leaders to confront a difficult reality: despite the momentum around AI, much of it is not translating into meaningful customer experience improvement.
Across organisations, pilots stall. Proofs of concept linger. Technology launches, but experience doesn’t meaningfully change. So during our discussion, we asked a simple but urgent question: Why is so much AI failing to improve customer experience — and what does it take to build the 5% that actually transform it?
‘AI Voice Agents Are Not a Contact Center Tool – They’re an Operating Model Decision’ by Stacy Dye
As AI rapidly reshapes the CX landscape, many organisations are exploring how voice agents can support their contact center operations. But beyond efficiency gains and automation targets, a bigger strategic question is emerging: how should AI reshape the way customers engage with us in the first place?
In this thought-provoking piece, Stacy Dye, Sr. Director, Success Strategy at CallMiner, challenges us to look beyond AI as a tactical solution. She reframes AI voice agents as an operating model decision – one that can influence when, where, and why customer conversations happen at all.
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