Best Use of AI in Customer Experience (CX)

HOW DO I ENTER?

Visit our 'How to Enter' page for our Items Checklist & Step-by-Step Guide. CLICK HERE.

Once you have created your PDF submission and you have all items in the Items Checklist, submit your entry via the Online Entry Form. CLICK HERE.

This award recognises any organisation that has successfully harnessed the power of Artificial Intelligence (AI) to significantly enhance the customer experience over the past 12 months. Whether through automation, personalisation, predictive analytics, or intelligent support systems, the winning entry will demonstrate how AI has delivered measurable improvements to customer satisfaction, efficiency, and loyalty. Judges will be particularly interested in understanding how AI has been thoughtfully integrated into customer journeys and the positive impact it has had on overall customer experience. Entry is by a 5-page A4 submission. Judges will be looking for clear, well-structured responses backed by evidence, with a focus on the following criteria:

  • AI Strategy & Objectives: Describe your organisation’s CX-focused AI strategy, including its core goals (e.g., reducing response times, increasing personalisation, improving service consistency) and how these align with your overall business and customer experience objectives.
  • AI Solutions & Implementation: Detail the AI technologies or tools you’ve implemented to enhance CX—such as chatbots, recommendation engines, sentiment analysis, or predictive service tools—and the specific customer touchpoints they improve.
  • Customer Journey Integration: Explain how AI is embedded across your customer experience channels (online, in-store, support, etc.) and how it supports seamless, consistent, and intelligent engagement at every stage of the journey.
  • Innovation & Differentiation: Highlight unique or groundbreaking applications of AI that distinguish your customer experience strategy from competitors and show leadership in CX innovation.
  • Customer & Business Impact: Provide measurable outcomes and evidence of success, such as increases in CSAT/NPS scores, customer retention, response time reduction, sales conversions, or operational savings directly linked to AI implementation.
  • Future AI Plans: Outline your roadmap for further AI adoption in CX and describe how you plan to evolve, scale, or innovate your approach in the coming 12–24 months.