AI is transforming the customer experience landscape. It’s supercharging content creation, powering agents, streamlining service, and optimizing journeys in ways we couldn’t have imagined just a few short years ago. But as every brand races to deploy the same AI tools, the real differentiator remains clear: Technology will raise the bar, but only people — and the organizations that know how to empower them — can build experiences that earn customers’ trust and lasting loyalty.

That trust must be forged on an unshakable base of human creativity, context, customer identity, and quality data that underpins every customer interaction. That’s the foundation that will make AI matter … so first things first.

Build The Experience AI Can’t

As automated interactions become expected and consumer trust gets fragmented to its highest level, the brands that win will be the ones that employ AI to drive business value while accepting its shortcomings: an inability to replicate human qualities such as creativity, judgment, empathy, and connection. Savvy CX, marketing, and digital business leaders fuse machine intelligence with human intention to build authentic experiences that deliver a durable growth advantage.

Why This Moment Matters Now

AI is raising the bar for speed and efficiency, but it can’t just be thrown at systems that were never designed for it. Beneath every customer experience is a foundation AI can’t invent, infer, or magically repair. The challenge for leaders isn’t whether to adopt AI — that decision is already made. Instead, it’s how to use AI with purpose and build with intent.

This year’s CX events, starting with our CX Summit EMEA in Amsterdam and our CX Forums in New York City and San Francisco, will show you how to move beyond experimentation and build unmistakable experiences that your competitors — and their models — can’t match. We’ll dive deep into the elements of these experiences and what’s required from your organization to create them.

Here’s What You’ll Experience At Our CX Events

Our keynotes, sessions, and hands-on workshops will empower you to:

  • Create human-centered experiences that stand out in an AI-saturated world.
  • Design a CX strategy rooted in clarity, intent, and differentiation.
  • Build the operational and organizational layers that make AI truly matter.
  • Deploy technology with purpose — not because of novelty — to strengthen your most meaningful moments.

As part of this, we will also reveal the next generation of the Total Experience Score — now expanded with our new Employee Experience Index (EX Index). Why does this matter? Because employee experience is also customer experience. AI transformation requires the engagement, empowerment, and creativity of the human talent behind your brand.

Forrester’s new Total Experience Score provides a unified view of how customer, brand, and employee experience work together — and where leaders should invest to drive intentional growth.

Stay tuned over the coming weeks as we unveil more details about guest speakers, special programs, and more.

I hope you’ll join us at a CX Summit or Forum as we start building the future of experiences.