CX Network recently named Ashlea Atigolo, managing partner at Consult Venture Partners and co-founder at INATIGO, as an Advisory Board member. Her ability to explain artificial intelligence (AI) in customer experience (CX) and stress the importance of ethics when applying advanced technologies makes her a natural fit. Recently, Atigolo discussed her career and ideas about AI in CX.
CX Network: Where did your interest in AI come from?
AA: My journey into AI began through my work in finance and wealth management. After working with the largest practice at St. James's Place and later co-founding my own digitally-led private wealth firm, my co-founder and I recognized the potential for AI to democratize access to financial guidance while maintaining the empathetic, human-centred approach that's so crucial in financial services.
My formal training as an IBM Watson Developer and Google Voice Assistant Developer gave me the technical foundation, but it was the real-world challenges I witnessed that truly ignited my passion for AI innovation. People struggling to access quality financial advice, the complexity of navigating investment decisions and the need for more inclusive financial services.
Over the past 15 years, I've worked across education, design, finance and technology, but it's been the intersection of these fields where AI has shown its most transformative potential. This led me to co-found INATIGO and develop Finley AI, which has been recognized by the FCA [Financial Conduct Authority, which is a regulator for financial services firms and markets in the UK] and listed in the WealthTech100.
CX Network: What is the most meaningful recognition?
AA: The recognition that means the most to me is being selected as an FCA-AI-Spotlighted Company for Finley AI. Working directly with the Financial Conduct Authority's Advice Unit demonstrates that responsible AI innovation can meet regulatory standards while still pushing boundaries. This recognition validates our approach to building privacy-focused, empathetic AI that truly serves people's needs.
Being named to the UK's Top 64 Inspirational Women in Technology and the FinTech Powerlist are also particularly meaningful because they represent the broader impact of encouraging more women into technology and finance.
What makes me stand out is my commitment to 'empathetic AI design,' ensuring that AI solutions don't just solve technical problems but genuinely understand and respond to human emotions and needs. My cross-sector experience allows me to bridge the gap between technical innovation and practical business application, particularly in highly regulated industries like financial services.
CX Network: What is the one thing you want the community to know about AI?
AA: The most important lesson is that AI in CX isn't about replacing human connection but enhancing it. True AI-powered customer experience should feel more human, not less. This means designing AI systems that understand context, emotion and individual needs while maintaining transparency about what the AI can and cannot do.
I call this 'empathetic AI design', where technology amplifies human empathy rather than replacing it. The most successful AI implementations in CX are those that make customers feel more understood, not more automated.
Watch the full session featuring Atigolo at the All Access: AI + Data in CX webinar series
CX Network: What are the top three best practices for AI in CX?
AA: Privacy-first design: Build AI systems that protect customer data by default. This isn't just about compliance but about building trust. Customers need to know their information is safe and understand how it's being used.
Transparent AI boundaries: Be clear about what your AI can and cannot do. Customers should always know when they're interacting with AI, and there should be seamless escalation paths to human support when needed.
Empathetic response design: Train AI systems to recognize and respond appropriately to emotional context. This means understanding frustration, urgency, confusion and joy and adapting responses accordingly while maintaining brand voice and values.
CX Network: What is your biggest warning or concern about AI in CX? Any advice to help?
AA: My biggest concern is the risk of 'empathy washing,' which refers to when organizations implement AI that appears caring but actually creates more friction and frustration for customers. This happens when AI is deployed without a proper understanding of customer emotional journeys or when it's used primarily to reduce costs rather than improve experiences.
The advice is to always put the customer's emotional experience first. Test AI implementations with real customers, particularly those who might be vulnerable or stressed. Ensure your AI can gracefully handle edge cases and knows when to step back in favor of human intervention. Remember that good AI in CX should make customers feel more supported, not more isolated.
CX Network: Is there anything else you'd like to share?
I'm passionate about making AI more accessible and inclusive. Through my work at Consult Venture Partners and INATIGO, I'm particularly focused on helping organizations understand that responsible AI implementation isn't just about technology but about people, culture and ethics.
The future of AI will be shaped by the diversity of voices contributing to its development, and we need more perspectives to ensure AI serves everyone effectively.
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