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

With a career spanning financial services, marketing agencies, technology start-ups and consultancies, I’ve led enterprise-level digital and customer experience transformations, translating strategy into action through Voice-of-Customer (VOC) programmes, journey analytics and omnichannel design that deliver measurable commercial impact.

I don’t just spearhead change, I sculpt customer-centric growth.

From strategy and stakeholder alignment to experience orchestration and delivery, I bring a structured yet adaptable approach, combining empathy with commercial rigour to optimise journeys, elevate NPS and loyalty, and embed continuous improvement at scale. I specialise in technology-enabled CX transformation, grounded in my Three Cs; Communication, Collaboration and Coordination, underpinned by Calmness.

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

Simel Kara

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