We're proud to share that our article and white paper, "Invisible Interfaces, Visible Impact - Rethinking CX Measurement in the Age of AI Outcomes", was identified by the Canadian Marketing Association as recommended reading for Members. The CMA featured this Phase 5 Insights article as the member pick in their recent Top 5 Picks Newsletter, which identifies "weekly news and perspectives that impact marketing".

Written by our Partner, UX Practice, Arnie Guha, this paper introduces the TAR Framework — Trust, Alignment, and Recourse — a new model for measuring and governing experience in an era where every decision is the interface, and every verdict defines the brand.

As AI takes over more of the customer relationship, the familiar journey of steps, screens, and interactions is vanishing. 

This collapse of the customer journey has made traditional CX metrics obsolete. Measures like NPS, CES, and CSAT were built for observable experiences, not invisible judgments. They cannot capture trust, fairness, or legitimacy when the process itself has disappeared.

To learn more, download the white paper or contact us to learn more.