Customer expectations are rising fast, but most digital experiences aren’t keeping up. It’s no longer enough to be functional; today’s digital products must be emotionally engaging, continuously evolving, and clearly tied to business outcomes. Yet only 41% of design leaders consistently measure design’s impact, and many organizations still rely on outdated processes that stifle innovation. Join this peer discussion to explore how digital business and CX leaders are modernizing their design practices in the age of AI to deliver differentiated experiences that drive loyalty, growth, and competitive advantage. This conversation will be hosted by Senem Guler Biyikli and Alyson Clarke and will include open discussion with participants, so please bring your questions and experiences to share with the group. Questions for discussion:How are you adapting your design process to meet today’s elevated customer expectations? Continuous improvement vs. breakthrough innovation — how do you balance both?  How do you measure and demonstrate the impact of better design? How are you leveraging emerging technologies (e.g., genAI, agentic AI, computer vision, digital twins) in your design work?What does a “future-fit” digital design culture look like in your organization? Peer discussions are available exclusively to Forrester Decisions VIP Leader and Leader license holders for their own participation.