The AI Advantage in CX: Predict, Personalise and Prolong Value

Key notes from our speaker Ulas Malli

• Customer lifetime value (CLV) is positioned as a strategic metric for demonstrating business value, with AI integration aimed at improving customer retention, experience, and long-term profitability.

• AI enhances both acquisition and retention by enabling personalised services, targeted marketing, predictive churn analysis, and insight-driven customer engagement.

• Operationalising AI requires strong data engineering, alignment with business objectives, and a focus on actionable outcomes rather than tech experimentation.

• Common challenges include data silos, organisational resistance, and lack of cross-functional alignment, which can be addressed through executive buy-in and workforce upskilling.

• AI is expected to reshape the workforce; rather than replace humans, it should augment human decision-making—demanding both technical and soft skills in future roles.

• The overarching goal is to use AI not as a threat, but as a strategic enabler of customer loyalty, innovation, and long-term value creation.