Post by Georg Ell

Nine out of ten executives believe their customers are more loyal today than a few years ago. Only four in ten customers agree. (PwC, 2025 Customer Experience Survey) I keep coming back to that disconnect because it maps to something I see in almost every conversation with enterprise leaders right now. It's what my latest Forbes piece is about. AI is powering customer-facing content across dozens of languages and markets. Continuously. At a scale no human team could review. In most organizations, it operates with far less governance than the human-led systems it replaced. The speed and scale are there, but no one is governing what it says. When things go wrong, they go wrong quietly. Nobody sees a system failure or an alert. What they see is underperformance in the markets they expected to drive growth. The campaigns are running. The content is being delivered. Everything looks like it's working. But there's a widening gap between what leadership believes is happening and what customers actually experience. These aren't acute failures that get flagged and fixed. They're gradual. Small misses that accumulate until customers start to disengage - and they rarely tell you why. It's why I think about this every day.