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insights

White Paper: Invisible Interfaces, Visible Impact - Rethinking CX Measurement in the Age of AI Outcomes
November 06, 2025
The interface is disappearing and with it, the way we measure experience. As AI takes over more of the customer relationship, the familiar journey of ... Read more
insights

Why CX Measurement Must Evolve for the age of AI
October 16, 2025
Artificial intelligence is quietly reshaping how customers experience brands and not just on the surface. Increasingly, the interface itself is disapp... Read more
insights

Designing for Drift: Introducing the TAR Framework for AI UX
May 27, 2025
On May 14, 2025 our Partner and head of the UX Strategy & Design practice, Arnie Guha, Ph.D. presented, Designing for Drift: Introducing the TAR F... Read more
insights

AI Identity Drift: Toward a New Model for AI UX and Governance
May 09, 2025
What happens when an AI system forgets what it was built to do? AI Identity Drift explores how adaptive AI systems—trained to learn but not to remembe... Read more
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videos

Take 5 with Phase 5, Episode 1: The Future of UX and CX
August 22, 2024
Spend a minute with Arnie Guha, PhD, head of our Experience Design Practice to learn about UX & CX, how they work together and keys to success goi... Read more
insights

Interested in CX in Canada?
February 24, 2024
(State of CX in Canada) This report presents a summary of the results and insights gleaned from the first study of the state of CX in Canada. Phase 5 ... Read more
conferences & webinars

Reuniting with the X: ​How to Deliver a Winning Experience​ Across Channels and Constituencies​
June 06, 2022
In June 2022, Phase 5's Arnie Guha and the London Stock Exchange Group presented Reuniting with the X: How to Deliver a Winning Experience Across Chan... Read more