CXI Research Group is back with another inspiring Masterclass for 2025.

In a world increasingly obsessed with the next big AI tool, it's easy to lose sight of what really matters: the customer problem. This masterclass will cut through the hype to explore how successful AI adoption in Customer Experience (CX) starts not with the technology, but with a deep understanding of the business challenge at hand.

Join Dr. Eslam Afifi - CX, Digital & Data Leader, and Dr Vlad Demsar - Director, CXI Research Group, for an interactive discussion, as they explore:

Why chasing shiny new tech often leads to poor outcomes.
How to align AI initiatives with actual CX pain points.
Building meaningful, measurable solutions that serve customers.
Practical insights from Dr. Afifi’s 15+ years leading CX transformations.

Bring your questions and be part of a dynamic and engaging discussion on unlocking the true potential of AI in customer experience.

Event Details

Date: Thursday, 4 September 2025
Time: 12:00 PM – 1:00 PM
Featuring: Dr Eslam Afifi

Hosted by: Dr Vlad Demsar

Who Should Attend:

This event is ideal for professionals across industries in roles such as:

Customer Experience Leaders
Marketing Executives
Product Managers
Customer Support Managers
Digital Transformation Leaders
Technology Innovators

Meet our featured guest

Dr. Eslam Afifi
CX, Digital, and Data Leader | Board Member & Strategic Advisor

Dr. Eslam Afifi has over 15 years’ experience driving customer-centric transformation across financial services, government, and consulting sectors. He specialises in AI, machine learning, and data-driven insights to design seamless digital experiences that enhance engagement, retention, and business performance.

As a board member and strategic advisor, Dr. Afifi guides organisations in digital strategy, CX transformation, and data-driven decision-making, helping them navigate innovation and sustainable growth. A CCXP, HCD, and Prosci Change Management-certified professional, he is passionate about leveraging emerging technologies to deliver measurable results and elevate customer experiences.

Discussion Format

This will be an interactive session. Attendees will have the opportunity to directly engage with Dr. Eslam Afifi and Dr Vlad Demsar, ask questions, and participate in a dynamic conversation on rethinking AI in customer experience.

Contact the host of Fall in Love with the Problem, Not the Platform: Rethinking AI in Customer Experience

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