I recently joined CX Today to talk about why organisations still can't see the full customer journey, despite years of investment in mapping, analytics, and now AI.

The short answer: context keeps getting lost at the handoffs between channels.

AI genuinely has the power to transform Customer Experience (CX), or Experience Design and Strategy, put simply, from predictive routing to real-time personalisation, and organisations that get the foundations right are seeing real gains in speed, relevance, and customer trust.

But layer AI onto fragmented journeys and it doesn't close the gap; it just makes flawed decisions faster and with more confidence. The organisations getting real value from AI are the ones who fixed the foundations first.

Watch the full conversation to hear how organisations should be approaching this:

Your Customer Journey Analytics Are Broken – And Buying More AI Won't Fix It

I'm a strategy and transformation leader with a career spanning financial services, marketing agencies, technology start-ups and consultancies, helping organisations turn complex challenges into clear strategies and measurable commercial growth.

Currently CX Account Director at Effect Digital, I work at the intersection of strategy, transformation and performance across Travel & Hospitality, Arts & Culture and Property, connecting customer and market insight with commercial ambition and digital opportunity.

I don't just spearhead change. I build the frameworks that drive it, bringing structure to ambiguity, aligning senior stakeholders around a clear direction, and establishing the systems, journey design, AI-enabled intelligence, and measurement models, that turn strategy into repeatable growth, not a one-off initiative.

This approach is grounded in a framework I've developed and applied across every organisation I've worked with, the Three Cs: Communication, Collaboration and Coordination, underpinned by Calmness. It's how I connect people, insight and execution to deliver lasting commercial impact.

Adding AI to Your Customer Journey Isn’t Always the Answer.

Simel Kara

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