Digital CX leaders are navigating a major shift in the zeitgeist. Customers are no longer interacting solely within brand-owned channels, and brands no longer fully control customer journeys. Customers don't move predictably from awareness to purchase, they enter (and exit) at multiple touchpoints, influenced by social content, communities, video commerce and peer engagement. Many organizations, however, still design around outdated funnel models, focusing heavily on point of sale while overlooking the wider ecosystem of interaction and influence shaping customer decisions.

LLMs, predictive modelling and emerging agentic commerce infrastructure are reshaping how and why decisions are made, sometimes before customers even reach a website or app. This introduces both opportunity and complexity because, while AI enables greater relevance and efficiency, it can also reduce transparency and explainability while amplifying poor data and making experience outcomes harder to interpret.

In this session, Anne-Kathrine Nissen, Experience Design Lead at H&M, and Liliana Caimacun, drawing on her background in marketing, transformation and innovation, as well as her work in academia and consulting, to explore what it means to lead digital CX in this new environment.

Attendees will learn:

• How to design and manage digital journeys when AI systems increasingly influence or mediate customer decisions
• Where AI meaningfully enhances engagement and personalisation and where human connection must remain central
• How to align tech, commercial and design stakeholders around a journey-led, future-ready digital CX strategy