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CXS Summit Replay: What Does "Good CX" Mean When AI Owns the Journey?

May 18, 2026

At the 2026 CXS Summit, Phase 5, along with TD shared their thoughts on how AI is influencing customer interactions and how good CX is changing in the session, What Does "Good CX" Mean When AI Owns the Journey?

As AI increasingly shapes customer interactions – automating decisions, micro-personalizing journeys, and removing human touchpoints – the very definition of “good customer experience” is being rewritten. Is it speed and efficiency? Trust and transparency? Or something entirely new?

Transforming not just how experiences are delivered, but how they are designed, measured, and governed. Through real-world examples, they’ll unpack where AI is enhancing CX, where it’s falling short, and the hard tradeoffs organizations must navigate.

Watch the candid discussion on what “good” looks like in an AI-driven world and how leading organizations are redefining it.


 
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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).