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Conference Replay from the Digital Customer Experience Summit

In November 2025 we were sponsoring partners of the Digital Customer Experience Summit. During this event our Partner and Head of the User Experience Strategy and Design practice, Arnie Guha, Ph.D. shared some impactful insights during a session titled, "Invisible Interfaces, Visible Impact: Measuring Brand & CX When AI Owns the Outcome". 
 
Session details: 

Invisible interfaces change the drivers of brand perception, measure in place of interaction satisfaction, and integrate outcome-level metrics into brand tracking and journey analytics.

Leave with a practical measurement framework to protect brand equity and CX in an era where AI is the unseen interface and the quality of its decisions is the experience.

  • Diagnose brand and CX risks when the interface disappears and outcomes become the primary touchpoint.
  • Redesign measurement programs to include outcome-level metrics: perceived fairness, decision clarity, brand alignment, and recourse confidence.
  • Integrate new metrics into trackers and journey maps to detect 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.

You can view the session by clicking the button below. 

 
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Author: Stephan Sigaud

Stephan Sigaud, MBA, is Phase 5’s Chief Marketing Officer. Stephan is passionate about partnering with clients to address their challenges and opportunities around customer centricity. He has more than 25 years’ experience in Market Research and Customer Loyalty and Experience. A past Board Director of the Insights Association, he has also been volunteering with the Customer Experience Professionals Association (as past Chair of the CXPA Toronto Network) and the Canadian Marketing Association (as member of the Leaders Network and past co-Chair of the CMA CX Council).