The CX Cast 427: Volatility, Responsible AI, And Trust
14 snips
Nov 4, 2025 Enza Iannopollo, VP Principal Analyst at Forrester, specializes in privacy and responsible AI. She discusses the shifting landscape of trust in customer experience amid global volatility. Enza emphasizes the importance of empathy and accountability in building trust, especially during crises. She shares actionable strategies for companies and highlights the limitations of AI in emotional contexts. Real-world examples from Zurich, Amsterdam, and Vodafone illustrate responsible AI in practice, showcasing how to nurture trust in increasingly complex environments.
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Disclose Where Customers Encounter AI
- Tell customers when they interact with AI and where AI is used in your services.
- Even basic transparency about AI exposure meets a clear consumer expectation.
Trust Needs Measurable Ownership
- Trust is now a strategic priority but often lacks measurable ownership and concrete execution.
- Companies must move from vague intent to measurable strategies with clear accountability.
Distribute Trust Ownership Beyond Titles
- Embed trust responsibilities across technology, security, and data teams rather than siloing it under one title.
- Ensure operational, technical, and communication owners share accountability for trust outcomes.