WEBINAR REPLAY - 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. 

The replay from the webinar (which took place on September 12, 2025) 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 watching the recording (and/or going though the deck), 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. 

Speaker 

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

Date: September 11, 2025 

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

View the webinar recording by filling out and submitting the form below. 

If you are interested in just the presentation, you can download it here as well.