My latest for Forbes explores why AI in customer service must evolve beyond mere cost-cutting to deliver intelligent, personal, and experiential journeys. The traditional CRM, once a siloed record system, is transforming into an orchestrated action hub, leveraging AI agents. However, a critical “platform problem” arises from disparate vendor agents, causing sprawl and inconsistent controls. The solution is a unified control plane, acting as a central nervous system to govern and coordinate all AI assets, ensuring accountability. This shift demands rethinking ROI, focusing on organizational capability and value rather than just efficiency. Leaders must invest in unified platforms, design end-to-end flows, and measure new metrics to unlock exponential returns, integrating human judgment with agent autonomy for superior customer experiences.

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