Why Most AI in CX Is Missing the Mark—and What Comes Next

Most AI chatbots are built to answer FAQs—but that only solves a fraction of the problem. According to Deon Nicholas, founder of Forethought, just 23% of support inquiries are informational. The other 77% require action—like account lookups, password resets, and policy decisions. That’s where most GenAI tools fall short—and where agentic AI steps in. On the latest episode of The Modern Customer Podcast, recorded live at the Qualtrics X4 Summit, Deon and I go rapid-fire on the future of AI in CX and EX. We cover: ✅ Why most chatbots can't handle the majority of real-world support needs ✅ What agentic AI is—and why it's reshaping customer experience ✅ How to personalize at scale without compromising trust ✅ What proactive AI looks like—and why it's the next evolution If you're serious about using AI to drive real CX results, this episode is packed with insight you can’t afford to miss. 🎧 Ready to rethink your AI strategy? Listen to the full episode now! BOOKMARKS: 00:00 Introduction 02:24 The Biggest Misconception About AI in CX 04:26 How to Personalize Customer Experiences Without Being Creepy 06:45 The Most Overlooked AI Tool CX Leaders Should Be Using 08:08 Agentic AI vs. Traditional AI: What Really Matters 09:59 How Proactive AI Will Shape the Future of Customer Experience 13:30 Why Deon Nicholas Is Optimistic About the Future of AI 14:52 Rapid-Fire Round: Fun Q&A with Deon Nicholas -- Blake Morgan was called “The Queen of CX” by Meta. She is a customer experience futurist and author of three books on customer experience. Her new book is called The 8 Laws of Customer-Focused Leadership: The New Rules for Building A Business Around Today’s Customer. For regular updates on customer experience, sign up for her weekly newsletter here. https://blakemorgan.substack.com/ Visit her website here: https://blakemichellemorgan.com/