How AI Must Deliver Real Value To Create The Ultimate Customer Experience
- Asma Asad
- Jun 10
- 2 min read
I recently had the opportunity to sit down for a second interview with Alan Masarek, CEO of Avaya—a company dedicated to enterprise-level customer experience solutions. In our conversation, Masarek shared deep insights on AI, CX, and why real value—not hype—must drive innovation.
Thanks to the internet, customers can now easily compare products, prices, and delivery speeds. The true differentiator is no longer what you sell but how you make customers feel. Masarek puts it simply: “Brands are trying to stand out based on the experience they provide.” In this context, any tool that improves that experience becomes a powerful competitive asset.
Today’s customers interact across various channels—phone, chat, email, apps, social media—and expect a consistent, seamless journey. Businesses must integrate these touchpoints into a single, unified experience. According to Masarek, companies increasingly want to minimize traditional voice support. It’s expensive and limited. Digital solutions are more scalable and efficient, especially when AI is introduced. With tools like chatbots and voice bots, businesses can solve issues faster and often without needing a human agent at all.
Still, there’s a common fear that AI will replace jobs. Masarek offers a different perspective, comparing it to the introduction of ATMs in the 1960s. While many predicted the end of bank tellers, their roles actually evolved into more valuable, service-oriented functions. The same shift is happening in customer service. AI will take over simple tasks and free up human agents to handle more complex, meaningful interactions.
AI also transforms the employee experience. Generative AI can listen in real-time, pull up relevant information from the knowledge base, and assist agents while they’re speaking to customers. It’s a win-win—agents feel supported, and customers get faster, more accurate answers.
But innovation must be thoughtful. Masarek is proud of Avaya’s approach to “innovation without disruption.” That means integrating AI and digital tools into existing systems instead of replacing everything. “The last thing you want is to rip it all out,” he says.
As our conversation wrapped up, Masarek shared his “Customer-In” philosophy. Competing on price, product, or availability is no longer enough. Today, what matters most is how customers feel. “If you’re always thinking Customer First and all your decisions are rooted in that concept, your business will be successful,” he says.
Brands that lead with empathy, intelligence, and a relentless focus on customer experience will win the future.
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