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

During TMRE 2025 our Partner & Practice Head of User Experience Strategy & Design, Arnie Guha,  lead a session titled "Invisible Interfaces, Visible Impact: Measuring Brand & CX When AI Owns the Outcome".

This session explored how AI-driven, outcome-only experiences are redefining customer expectations and brand perception. When the interface disappears, customers don’t evaluate the usability of a process - they evaluate the fairness, clarity, and legitimacy of the result.

For insights leaders, this creates a profound measurement challenge. Traditional UX and CX metrics were built for interactions, not outcomes. Arnie shared a practical framework to close that gap, drawing on examples from banking, retail, and healthcare to show how organizations can rethink how they track and protect trust in an AI-driven world.

To access the presentation click the button below.

 
Image of Stephan Sigaud

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).