Summary
The panel examined how AI can improve customer experience by reducing anxiety, complexity, and fragmentation rather than simply cutting costs. Heathrow’s AI concierge and data platform illustrated how connected digital-physical journeys can provide timely information, while Abby Gudet argued that customer-centricity depends on operating models, cross-functional collaboration, and deep customer research.
Key Topics
5 key topics from Abby Godee, Peter Burns and Massimo Marioni at HumanX Amsterdam 2026. Thicker branches were mentioned more often in the talk.
The Future of CX: Building Human-Centered Experiences
Click a topic to open it
Key Takeaways
- Prioritize timely information when customers face disruption or uncertainty.
- Use AI to reduce customer complexity, not just internal costs.
- Design personalization around relevance, context, and real customer insight.
- Connect teams with shared customer stories and research.
- Build reliable basics before adding moments of delight.
“But there is no substitute for having really deep and and meaningful customer research and customer insights”
Share
Up Next
EL
WatchNext in agenda
Pitch Competition Semi Final #1
Eva Bandelj, Larry Li
pitch competitionai agents
JLT
WatchAlso on ai
The Next Generation of Digital Experiences
John Imah, Linda Tong, Tom Allen
aidigital experiences
BBC
WatchAlso on personalization
Finance for Humans in an Automated World
Bianca Zwart, Biswa Sengupta, Carmel Crimmins
ai in financepersonalization