As we look ahead to 2030, the focus of customer experience will shift away from how an interaction is delivered and toward how well it meets customer expectations. Personalization, speed and consistency will matter far more than the channel, the interface or whether it was delivered by human or machine. Customers won’t care who – or what – handled their request; they will care only that it was seamless and relevant.

However, customers do – and are likely to continue to – care about their data. CX Network research found that 38 percent of CX practitioners agreed that customer awareness of how AI uses their data was a key variable impacting planning in 2025. Brands that communicate the value of data sharing, such as more AI-driven seamless experiences and more relevant offerings, are likely to have the upper hand.

In this session, Jorie Sax, head of Innovation Lab at United Airlines, and CX Network board member, will explore what all this means for CX leaders preparing for a more connected, AI-driven world. From industries like airlines that must serve the general population to those with niche customer profiles, the challenge will be the same: Building experiences that are universally designed yet feel individually tailored. We’ll also explore how companies can navigate data challenges, and how dynamic handoffs between humans and AI will finally begin to deliver on the promise of seamless collaboration.