Invisible Interfaces, Visible Impact: Measuring Brand & CX When AI Owns the Outcome

On September 11, 2025, Phase 5's UX expert Arnie Guha shared how to adapt measurement strategies for a future where AI makes the decisions, and outcomes are the experience

In this presentation you'll learn how to:

Diagnose brand and CX risks when the interface disappears and outcomes become the primary touchpoint.
Redesign measurement programs to include outcome-level metrics like fairness, decision clarity, brand alignment, and recourse confidence.
Integrate these new metrics into trackers and journey maps to spot trust erosion before it shows up in churn or complaints.
Link insights to governance so AI-driven outcomes remain on-brand, aligned with purpose, and defensible.

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