Why AI Is About to Stress-Test Your CX Strategy
Forrester, Friday, October 23rd, 2026
Aspirational CX strategies have relied on employee judgment, and AI agents need explicit trade-off rules that expose those gaps.
Most CX strategies use inspiring statements, such as delighting every customer, rather than guidance for consistent decisions, and experienced employees have quietly filled the gaps by balancing satisfaction against policy and fairness against revenue.
AI agents cannot infer meaning from aspirational language and need explicit instructions on trade-offs, such as what delight means, which customers get priority, and when customer value outweighs margin.
The analyst urges firms to separate values from executable strategy and to test that strategy across people, processes and machines.
Agent deployment should be treated as a chance to tighten governance and accountability.