Why Most AI in CX Is Missing the Mark—and What Comes Next

Most AI chatbots are built to answer FAQs—but that only solves a fraction of the problem. According to Deon Nicholas, founder of Forethought, just 23% of support inquiries are informational. The other 77% require action—like account lookups, password resets, and policy decisions. That’s where most GenAI tools fall short—and where agentic AI steps in. On the latest episode of The Modern Customer Podcast, recorded live at the Qualtrics X4 Summit, Deon and I go rapid-fire on the future of AI in CX and EX. We cover: ✅ Why most chatbots can't handle the majority of real-world support needs ✅ What agentic AI is—and why it's reshaping customer experience ✅ How to personalize at scale without compromising trust ✅ What proactive AI looks like—and why it's the next evolution If you're serious about using AI to drive real CX results, this episode is packed with insight you can’t afford to miss. 🎧 Ready to rethink your AI strategy? Listen to the full episode now! Blake Morgan is a customer experience futurist, keynote speaker, and author of three books on customer experience. Her new book is called The 8 Laws of Customer-Focused Leadership: The New Rules for Building A Business Around Today’s Customer. Follow Blake Morgan on LinkedIn For regular updates on customer experience, sign up for her weekly newsletter here. 

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Go behind the scenes with customer experience leader Blake Morgan to explore the secrets of the world’s most customer-centric companies. Blake is one of the world’s top keynote speakers, authority on customer experience and the bestselling author of “The Customer Of The Future” The Modern Customer reaches thousands of people each week conveying a message of how we make people feel - in business and in life - matters. Her weekly show explores how businesses can make customers’ lives easier and better, featuring experts that provide simple, tangible advice you can immediately apply at your own organization. Today’s customers have the luxury of choice. The answer is simple; choose customer experience and customers will choose you. Learn how to put a stake in the ground on customer experience by tuning into The Modern Customer Podcast each week with Blake Morgan.