We’re thrilled to share that "Invisible Interfaces, Visible Consequences: Rethinking CX Measurement in the Age of AI Outcomes" by our Partner & UX Practice Lead, Arnie Guha, was recently featured in Quirk's Magazine for January/February 2026! 

Abstract: In a world where AI has rendered invisible the decision process behind things like credit card applications or airfare searches, legacy satisfaction metrics such as NPS, which were designed for the world of visible interactions, are ill-suited to measuring and giving voice to consumer frustrations.

In 1769, a Hungarian nobleman unveiled The Turk, an automaton that appeared to play flawless chess. Crowds marveled at the mechanical genius, convinced that the machine's moves emerged from pure mechanism. In truth, a human chess master sat hidden inside, guiding every move. Those who lost to the machine had no way of knowing whether they had been beaten fairly, only whether the moves seemed sensible and the loss legitimate.

Today, AI has replaced The Turk's hidden master with code, but the customer's position is much the same. The process is invisible. The decision arrives, unadorned, and the only points of contact are trust, clarity, and the emotional residue left behind...