Science & Technology
Beyond Bots & Scripts: AI That Finishes What It Starts in CX
As organisations intensify investments in digital channels, contact centre platforms and customer-facing AI, many are confronting an uncomfortable reality: more technology has not translated into better experiences. Despite widespread adoption of chatbots, automation and analytics, customer journeys remain fragmented, personalisation is inconsistent and service outcomes fall short of rising expectations.
The challenge is no longer CX digitisation or AI adoption. It is experience effectiveness. AI may converse but often does not resolve. Automation scales interactions but not outcomes. Data remains siloed across channels and systems, limiting visibility into end-to-end journeys. Leaders struggle to balance efficiency with empathy, operational control with innovation, and automation with trust.
Agentic AI powered by Large Action Models (LAMs) represents a new approach to customer experience. Unlike traditional LLM-based virtual agents that can answer questions but cannot resolve issues, these agentic systems go beyond scripted interactions. They are designed to understand customer intent, orchestrate multi-step workflows and take action across front- and back-office processes to achieve real resolution, enabling organisations to adopt autonomous AI responsibly and at scale.
These systems are capable of reasoning, planning and acting safely within organisational guardrails. They can dynamically adapt workflows, provide explainable decisions and maintain auditability, while integrating seamlessly across operations to strengthen resilience, consistency and operational confidence.
Experience orchestration remains the critical foundation. Not a channel-level capability or bolt-on AI feature, orchestration connects interactions, data, systems and people into cohesive, outcome-driven journeys. It enables organisations to move from fragmented touchpoints to end-to-end journeys, from efficiency-only metrics to loyalty and lifetime value, and from reactive service to proactive, personalised engagement at scale.
When AI, orchestration and workforce engagement operate as one, enterprises gain the confidence to automate responsibly, empower employees, and deliver consistent, empathetic experiences across every channel. CX evolves from a cost centre into a strategic engine for growth, trust and differentiation.
This session will allow delegates to:
