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.
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