Phase 5 to sponsor and speak at Digital CX Summit

We’re excited to be sponsoring partners of the Digital Customer Experience Summit on November 12-13, 2025. This event combines the best in digital innovation with next-gen customer experience.

We will also be speaking during a session titled, "Invisible Interfaces, Visible Impact: Measuring Brand & CX When AI Owns the Outcome", by our Partner and Head of the User Experience Strategy and Design practice, Arnie Guha, Ph.D.

Session details:

Invisible interfaces change the drivers of brand perception, measure in place of interaction satisfaction, and integrate outcome-level metrics into brand tracking and journey analytics.

Leave with a practical measurement framework to protect brand equity and CX in an era where AI is the unseen interface and the quality of its decisions is the experience.

Diagnose brand and CX risks when the interface disappears and outcomes become the primary touchpoint.
Redesign measurement programs to include outcome-level metrics: perceived fairness, decision clarity, brand alignment, and recourse confidence.
Integrate new metrics into trackers and journey maps to detect trust erosion before it shows up in churn or complaints.
Link insights to governance so AI-driven outcomes remain on-brand, aligned with purpose, and defensible.

Date/Time: November 13, 2025 at 2:30pm ET

We hope to see you there!

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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).

Phase 5 to sponsor and speak at Digital CX Summit

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