WEBINAR: Invisible Interfaces, Visible Impact: Measuring Brand & CX When AI Owns the Outcome

AI is transforming customer experience - not just by making interfaces smarter, but by making them disappear. Increasingly, the only touchpoint customers see is the outcome: a price, a recommendation, an approval, or a denial. In this outcome-only world, customers judge brands less on the smoothness of the journey and more on the fairness, clarity, and legitimacy of the decision. Traditional UX and CX metrics fall short - they don’t capture the emotional, trust-based responses that invisible interfaces create. 

This webinar will show you how to adapt measurement strategies for a future where AI makes the decisions, and outcomes are the experience. 

What You’ll Learn 

By the end of this 45-minute session, you’ll be able to: 

• Diagnose brand and CX risks when the interface disappears and outcomes become the primary touchpoint. 
• Redesign measurement programs to include outcome-level metrics like fairness, decision clarity, brand alignment, and recourse confidence. 
• Integrate these new metrics into trackers and journey maps to spot 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. 

Why Attend? 

This is a must-attend session for brand, CX, and insights leaders navigating AI-driven change. Drawing on real-world examples across banking, retail, and healthcare, you’ll leave with a practical framework to protect brand equity and strengthen customer relationships in an era where AI is the invisible interface.  

Speaker 

Arnie Guha, Ph.D. is a Partner and Head of the User Experience Strategy and Design practice at Phase 5. 

Date: September 11, 2025 

Time: 2:00 pm ET (45 minutes) 

This is an exclusive preview of our upcoming session at TMRE in October.