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Nicola Collister
CEO and Founder of Custerian, a boutique practitioner-based consultancy based in the UK, working with businesses all over the world.
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Jun 19, 2025
• 43min
Mythbusting AI In CX - The Truths No One Tells You
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Nicola Collister, CEO of Custerian, and Jerry Briggs, CEO of Apex CX, dive into the real impact of AI on customer experience. They tackle the hype surrounding AI, contrasting the proactive adoption in China with the cautious approach in the U.S. They discuss the high failure rate of AI projects and stress the need for strategic planning over trend-chasing. The conversation also highlights AI's evolution in contact centers, focusing on automation and the vital balance between technology and human interactions.
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