AI is transforming the skills CX professionals need to succeed. Knowledge alone isn’t enough anymore – adaptability, critical thinking, and real-world experience are now essential. But given technology is evolving so dramatically within the window of a three year degree course, how are universities preparing the next generation of CX leaders for this reality?

For the last couple of years we’ve been hosting a group of students from University College London’s Information Management for Business BSC course at our CX Summit EMEA event in London. In anticipation of me actually delivering a lecture on customer journey mapping to the students next month, we invited guest lecturer Debra Eddy, guest lecturer at UCL to join us on the CX Cast recently and share some thoughts about how academia is evolving to meet the demands of an AI-driven world.

UCL Is Transforming How It Educates Future Leaders

Customer experience is evolving fast. Organizations need graduates who can think critically, adapt quickly, and apply CX principles in real-world contexts. UCL’s approach offers lessons for business leaders and educators alike. That’s why the course blends business, technology, and data to prepare students for roles where customer experience and digital transformation intersect. It’s designed to build practical skills, not just theoretical knowledge, and to keep pace with the rapid changes AI brings to the workplace.

Debra told us how UCL is:

  • Prioritizing skills over knowledge. AI makes information easy to access, but it can’t replace human judgment. Debra emphasizes that employers value adaptability and problem-solving more than memorized facts: “Knowledge is important, but what really matters now is how you apply it — and how you adapt when things change.” As a CX professional, its increasingly vital to focus on developing critical thinking, empathy, and collaboration skills that AI can’t replicate.
  • Redesigning assessments for an AI-driven world. Traditional exams don’t reflect the realities of modern work. UCL uses project-based assessments that mirror real CX challenges, often incorporating AI tools. Debra shared “We’ve moved away from closed-book exams. Students work on live projects where they have to use AI responsibly and creatively.” This approach builds confidence in applying technology while reinforcing ethical and practical considerations.
  • Aligning education with employability. Students need practical experience if they are going t be employable. Debra notes that internships and live projects are essential: “Students are outcome-focused. They want to know how what they learn translates into a job.” Partnering with industry on projects and offering internships helps bridge the gap between academia and the workplace.

Commit to lifelong learning

The biggest takeaway, and not so much a revelation but more of a reminder and call to action for all of us, is that CX professionals can’t stop learning once they graduate. Debra encourages a growth mindset: “The pace of change means you can’t rely on what you learned five years ago. You have to keep evolving.” This applies to everyone, and CX leaders are well-positioned to encourage this mindset in their teams through training, mentorship, and exposure to new projects and technologies.

Get Involved

Debra invites CX practitioners to collaborate with UCL students on projects and internships. If you’re interested, reach out to her at d.eddy@ucl.ac.uk.