How to turn your CX AI ambitions into reality

Businesses today are racing to implement recent innovations in artificial intelligence (AI) to solve their customer experience (CX) challenges. However, while the ambition to deploy AI is clear, reality often falls short. What’s going on? Well, a significant gap exists between simply adopting AI and taking a strategic, smarter approach to make AI work with your business to create better customer journeys.

At the recent Zoom CX Summit, industry experts, including Brittany Hodak, author of Creating Superfans, explored how companies can bridge this gap and achieve their goals with AI. That is, to create personalized, friction-free experiences that are so memorable, your customers will want to share them with friends. The conversations centered around actionable strategies you can start implementing today, including Hodak’s SUPER Model, key insights from groundbreaking Morning Consult research, and real-world examples from leaders changing the game in CX.

If you’re ready to implement AI that works with you and your contact center team, catch the on-demand recording of the Zoom CX Summit or read on for powerful insights you don’t want to miss.

Apathy is a growing threat to businesses. Customers today expect every interaction to be smooth and meaningful because they know what exceptional service looks like. This is where personalized experiences can help set your business apart.

Finding the right balance between high-tech automation and high-touch human connection is the key to building tailored experiences your customers will love. If you get it right, you can turn your customers into superfans. Superfans are the customers we’re all striving for, those who refer new business to you, left and right, not because you ask them to, but because they genuinely want to.

The winning formula here is in the SUPER Model, a framework developed by Brittany Hodak, author of Creating Superfans. 

The SUPER Model

Brittany Hodak joined the CX Summit to walk us through her SUPER Model. Here’s a sneak peek:

1. Start with your story 

Share your unique story to build an emotional connection and trust. Superfans emerge where your story intersects with every customer’s story, so clarify how you’re unique at every touchpoint.

2. Understand your customers’ stories 

Empathy is critical. Use AI-driven analytics to understand your customers’ needs and behaviors at a deeper level. This creates a sense of being “understood,” which encourages loyalty.

3. Personalize the experience 

Tailor every interaction using AI insights, from onboarding flows to support conversations. For example, virtual agents can deliver product recommendations based on purchase history or preferences.

4. Exceed expectations 

Go beyond the basics by turning neutral moments into delightful ones using AI. Predictive analytics can help businesses design these impactful experiences at scale.

5. Repeat the process consistently 

Staying on top of customers’ expectations is an ongoing effort. AI can continuously monitor trends and preferences, helping businesses to refine interactions over time.

When businesses use AI strategically within these pillars, they don’t just meet expectations; they go way beyond, creating superfans who will happily serve as your brand evangelists well into the future.

AI adoption is accelerating across industries, but do you truly know what your customers want from CX and how AI plays a role? During the summit, Morning Consult shared findings from their Zoom-commissioned global research study on customer support expectations, through the lens of AI. Here’s the data that stood out:

1. Outcomes matter more than the channel

Whether interacting with human agents or AI tools, 90% of customers overwhelmingly value fast and accurate issue resolution over anything else.

2. CX is a top reason customers stay or churn 

A staggering 60% of customers would switch brands after one or two poor experiences. This highlights why finding the right balance between AI and the human touch to maintain consistent, empathetic interactions is critical.

3. Personalization is expected, even with automation 

The best AI doesn’t just deliver answers; it creates tailored interactions. Customers want proactive support, personalized recommendations, and solutions based on their individual profiles. AI-first virtual agents that excel at personalization have the power to build trust and satisfaction.

By focusing on these expectations, businesses can close the gap between what AI delivers and what customers genuinely value.

Get your copy of the full Morning Consult Report: AI alone won’t save CX. Resolution will. 

Implementing AI in customer support isn’t just about adding new tools — it’s about transforming entire business ecosystems. During the summit, CX leaders Jonathan Hypes (Shield Co), Max Malloy (ProAssurance), and Paula Morton (Bridgepoint Technologies) shared their journeys to success.

Here are some key takeaways from their stories:

1. Data is the foundation 

AI can only do so much without clean, structured, and unified data. An investment in data readiness is an investment in AI success.

2. Change management is crucial 

Teams may resist change. Demonstrating how AI simplifies work, improves outcomes, reduces frustration, and helps boost team buy-in.

3. Don’t let AI be an afterthought: alignment is key

A siloed approach to AI doesn’t work. IT teams, operations, leadership, and customer support must collaborate on shared goals to deliver real results.

4. KPIs should reflect customer value 

Measure AI’s success based on customer satisfaction and resolution rates, not just operational metrics like call-handling speed.

5. Continuous evaluation keeps you ahead of the game

Keep evaluating AI’s impact and refine the experience with the insights you generate. 

These lessons remind us that AI transformation is a holistic endeavor. It’s not just about adopting new technology, but also reshaping culture, processes, and priorities.

AI is no longer just a technology trend. It’s becoming the backbone of customer experience transformation. From creating superfans to enhancing personalization and empowering cross-functional teams, the benefits of integrating AI into CX are impossible to ignore.

However, to succeed, organizations must move beyond ambition and take actionable steps to make AI work for their unique needs. By finding the right balance between human care and AI, combining technology with empathy, personalization, and strategic alignment, your contact center can deliver better interactions and more memorable experiences. In doing so, your business can build a loyal customer base that chooses to stick around well into the future. 

Watch the CX Summit now for more insights

Curious to learn more about building better CX with AI? Watch the Zoom CX Summit on demand to see a live demo of our AI-first Zoom CX platform and learn from industry experts. Discover how AI-first tools, a unified approach, and intelligent agent support are turning the customer experience landscape into a hub for lasting loyalty.