Thinking Essays on AI, CX, and behaviour

Ideas worth sitting with.

Essays on AI, customer experience, and the behavioural patterns that determine whether technology creates value or quietly destroys it.

Latest essay

AI Doesn't Define Its Environment. It Inherits It.

May 2026 8 min read AI in CX

Most AI in CX programmes don't fail because the model is wrong. They fail because the contact centre around it was never designed for what AI is now being asked to do. Why fragmented journeys, misaligned metrics, and deflection-led KPIs guarantee AI failure — and what actually changes the trajectory.

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Jun 2025
The Brain with Lipstick: Why We Keep Falling for AI
Give us a few blinking lights and a voice that speaks in complete sentences, and we'll give it a name, a personality, even a heart. The question isn't whether AI can feel. It's why we feel so much for it.
AI behaviour3 min
 May 2025
Why LLMs Get Lost in Multi-Turn Conversations
Even the most advanced AI models see a 39% performance drop in natural back-and-forth exchanges. New research reveals a critical blind spot every conversation designer needs to understand.
Conversation design2 min
 May 2025
AI in Customer Experience: Trends to Watch in 2025
2025 is the year brands will be held accountable for how well they're actually using AI. A shift from gimmicky chatbots to deeply embedded intelligence that transforms CX at its core.
CX strategy3 min
 Apr 2025
AI Isn't Replacing Us — It's Extending Us
At every major point of technological disruption, fear was the first reaction. The printing press. The calculator. The industrial revolution. And every time, the outcome wasn't extinction — it was evolution.
AI and work4 min
 Apr 2025
Are You Really Getting Value from AI?
Most organisations have some kind of AI initiative underway. But just using AI doesn't mean you're getting value from it. A practical framework for telling the difference — and what to do about it.
AI strategy3 min