Dr. Gautam Jha is a Research Associate in the Cambridge Service Alliance at the University of Cambridge, a research group that brings industry leaders and scholars to address service challenges. Gautam’s research interests span AI-human collaboration, customer experience and service marketing to understand how human and autonomous AI participation and orchestration can drive qualitative differentiation for established enterprises as well as emerging ventures. Gautam’s academic work is featured in leading refereed conferences, books and forthcoming peer reviewed journal publications. ​

​His current research investigates the adoption of agentic AI services—exploring the phases, enablers, and value outcomes to develop practical decision frameworks that help organisations navigate and govern AI adoption responsibly and effectively.​

Prior to joining the University of Cambridge, Gautam spent 22+ years as a trusted transformation advisor and consulting partner serving in leadership roles such as Director of Consumer & Services at EPAM systems and Director of Experience Technology at NTT Data and Accenture Interactive in London. His work created long duration impact in transforming established businesses across sectors and geographies including TVH parts, Legal & General, Virgin Media, Marks & Spencer and SSE Retail (now as Ovo Energy), Avaya USA & Telstra AU. ​

​Gautam holds a PhD in Engineering from the University of Cambridge under. His research investigated *how* to operationalise customer experience centric strategy. Gautam holds a master’s degree in computer applications and Bachelor of honours in Mathematics from the University of Delhi. He founded CXMi, a methodology that helps organisations apply the ACM (Attitudes, Capabilities, Methods) framework developed from his wok, needed to embed customer experience at the heart of digital transformation. 50 senior leaders up to and including the C-suite from 37 established businesses participated from across sectors, settings and geographies helped Gautam derived the framework. The CXMi tools, resources and frameworks inform his teaching, executive advisory and industry-facing collaborations. ​

He continues to actively collaborate with both industry leaders and fellow researchers on projects and funding opportunities at the intersection of AI, customer experience and digital service transformation. Gautam welcomes engagement from:​

•     Businesses exploring or scaling agentic AI adoption or seeking to embed CXMi within their transformation journey​
•     Academics and Research groups focused on AI-human orchestration, digital services, or customer experience management​