Why people still matter in the age of AI – lessons from Adrian Swinscoe

AI is transforming CX but not always for the better

AI is changing the game in customer experience, offering faster, smarter, and more personalised interactions. But as Adrian points out, the real value of AI depends on how well it fits into a broader CX strategy; one that puts human connection front and center.

And yet, he warns, companies often get distracted by the tech itself.

“Companies are too fixated on the tools,” he explains. “They’re buying technology and then figuring out what to do with it. That’s completely backward. AI isn’t a silver bullet; without a clear vision, even the most advanced technology risks falling short.”

Instead, Adrian urges organizations to take a step back. “Start with the experience you want to deliver. Then figure out how AI can help you get there.”

Data is only useful when it’s applied with intent

In the push for personalization, data has become a critical asset. But Adrian sees many businesses struggling with what comes next.

“Companies have massive amounts of data – sometimes so much they don’t know what to do with it or how to understand it.”

It’s all about using data with purpose and tying it back to how customers actually behave.

He tells the story of a bank in Australia that used machine learning to find customers who had products A and B but not C, even though they were likely to need it. These customers also happened to visit branches frequently.

So, instead of sending out blanket emails, the bank worked with frontline staff. When those customers came in, tellers were prompted to discuss product C. The result? A 40% conversion rate.

It’s a powerful case for combining smart data with a strong understanding of customer behavior.

Empathy matters just as much as automation

While AI effectively speeds up routine interactions, it can’t replace the human touch, especially when emotions run high.

The best strategies balance automation and empathy. “It’s about how you want somebody to feel,” he says. “Do you want them to feel it’s easy to do business with you? That they get their questions resolved quickly? That they can escalate to a human being if that’s appropriate?”

When used well, AI doesn’t remove people from the equation. It enables them to do more of what they’re best at.

AI is a journey, not a quick fix

For Adrian, the biggest mistake companies make is treating AI as the destination instead of a tool. Too often, they lead with technology and try to retrofit CX around it. In his view, the companies that truly succeed flip the script, starting with the experience they want to deliver and then using AI to bring it to life.

He likens it to the creative process. “An artist knows what they want to create and picks the right tools to achieve that vision. You don’t get to a vision by just piling things on top of each other.”

Human-first, tech-smart: the way forward for CX

“Businesses’ biggest mistake with AI is focusing on tools rather than outcomes,” Adrian concludes. “AI should never be the centerpiece – customer experience should.”

Success comes from blending human intelligence with technological capability, and always keeping people at the heart of the process.

“Technology will move much faster than we as people will,” he says. “But we’re still at the beginning and end of everything. How we feel about stuff is the most crucial part.”