Real world AI use cases
AI agents can handle most customer interactions today. The harder question is which ones they should. Not every use case carries the same risk — and at scale, even 99.9% accuracy means thousands of bad outcomes. The governance frontier is the decision framework CX leaders need to navigate that tradeoff.
Commerce is shifting from B2C to B2A2C—where AI agents become functional customers. As Google's Universal Commerce Protocol enables agents to discover, negotiate, and transact on behalf of consumers, brands must decide: invest in their own AI, prepare for autonomous shopping bots, or risk disintermediation entirely. Here are the four strategies every brand needs to understand.
We're paying millions to manually structure customer data that AI can already understand in its natural form. If AI can analyze messy emails, call recordings, and chat logs as easily as neat CRM tables, why are we still wasting time creating those tables? This shift from traditional CRM to "No CRM" could give early adopters 2-3 years of competitive advantage.