Implementing AI in customer experience is much more than a technological challenge or even a financial question. 

“It’s about people,” Patricia Camden, EY managing director and EY Americas loyalty leader, told CX Dive in December. “Organizations are adopting AI technically, but they’re not enabling it culturally.”

Deploying the technology is a people issue, skills challenge and strategic question all wrapped into one. Where should a brand utilize AI? Once deployed, how do you get employees to buy in? What training does staff need to properly use it?

Some brands are seeing success through change management; others through specific digital twin use cases. Organizations are also adapting their digital infrastructure for agentic engine optimization as more consumers look to AI assistants to shop and browse.

Here are 7 stories on specific aspects of implementing AI in customer experience.