Thinking and writing

A space for thinking about how artificial intelligence reshapes organisations, customer experience, and the systems that sustain trust.

CX for AI
Long-form essays exploring how artificial intelligence reshapes customer experience, organisational design, and the infrastructure required to make trust scalable.

Signal and Sense
Short reflections on strategy, technology, and culture — written as organisations interpret signals before strategy fully takes shape.

Books
Long-form work exploring the hidden infrastructure behind modern growth, experience, and organisational scale.

Conversations
Interviews, talks, and podcast appearances exploring the practical implications of AI, organisational change, and experience design.

This work informs advisory and transformation engagements focused on AI-enabled customer experience and organisational change.

• CX for AI

• Signal and Sense

CX for AI

Recommended Initial Reading
Don't know where to start? Here is a trail to help you out:
Bridging the Gap: Why Product-First AI Fails — and How Service Design Fixes It (S01A05)
AI initiatives rarely fail at the interface. They fail when organisations treat experience as a feature instead of a system.
Beyond Activation: The New Scorecard for AI-Enabled Onboarding (S01A12)
Activation metrics create the illusion of progress. Sustainable adoption depends on trust infrastructure built across the journey.
The AI Paradox: Voice of the Customer and the Listening Layer of AI (S02A02)
AI scales intelligence, but organisations still struggle to learn. The Voice of the Customer becomes the missing learning layer.

2026 - Season 2 - The Invisible Layer

As organisations accelerate their use of AI, performance increasingly depends on capabilities that remain largely unseen: how demand is interpreted, how learning is structured, and how experiences are coordinated over time.This season explores the invisible infrastructure required to turn intelligent systems into sustainable growth.

10 Mar 2026
Le paradoxe de l’IA : Voice of the Customer et la couche d’écoute de l’IA (S02A02F)
L’IA amplifie l’intelligence, mais sans capacité organisationnelle d’écoute, la promesse d’échelle reste fragile.

09 Mar 2026
The AI Paradox: Voice of the Customer and the Listening Layer of AI (S02A02)
AI scales intelligence, but organisations still struggle to learn. The Voice of the Customer becomes the missing learning layer.

08 Jan 2026
Quand la croissance s’agite mais reste fragile (S02A01F)
La croissance peut donner l’illusion du mouvement. Sans infrastructure invisible pour soutenir la confiance, la demande et l’apprentissage, l’échelle finit par céder.

07 Jan 2026
When Growth Looks Busy but Feels Fragile (S02A01)
Growth signals activity. Resilience depends on the invisible infrastructure that connects demand, belief, and experience.

2025 - Season 1 - The Trust Shift

As AI becomes embedded in everyday services, organisations face a structural shift: trust is no longer built through individual interactions but through the design of systems, signals, and long-term experience.
This season explores how experience, governance, and organisational learning must evolve to sustain confidence at scale.

11 Dec 2025
Beyond Activation: The New Scorecard for AI-Enabled Onboarding (S01A12)
Activation metrics create the illusion of progress. Sustainable adoption depends on trust infrastructure built across the journey.

13 Nov 2025
FluxCraft: The Practice of Designing in Motion (S01A11)
In AI-driven environments, experience design shifts from static journeys to adaptive choreography shaped by real-time signals.

13 Nov 2025
FluxCraft : La pratique du design en mouvement (S01A11F)
Quand le design devient flux, la cohérence devient l’art. FluxCraft montre comment rythme, recul et lucidité partagée transforment la collaboration humain-IA : non plus une course, mais un accord.

03 Nov 2025
Responsible AI: From Intention to Implementation (S01A10)
Ethical principles matter little without operating models. Responsible AI becomes real when governance, design, and delivery align.

03 Nov 2025
L’IA responsable : de l’intention à la mise en œuvre (S01A10F)
L’IA responsable dépasse la réglementation pour devenir un art de la cohérence. Cette réflexion montre comment transformer principes éthiques et outils concrets en confiance durable.

08 Oct 2025
Putting AI at the service of Inclusion (S01A09)
AI can widen access to services — but only if organisations intentionally design for diverse capabilities and lived realities.

08 Oct 2025
L’IA au service de l’inclusion (S01A09F)
Le design inclusif n’est plus un choix moral : c’est un levier de performance. Cet article montre comment l’IA responsable peut élargir l’accès, réduire les biais et faire de l’inclusion un moteur d’innovation.

30 June 2025
Beyond Clever: Designing AI Savings That Feel Safe (S01A08)
Automation may save money, but only trust saves relationships. This piece examines how fintechs can design AI-driven savings journeys that feel culturally aligned, emotionally safe, and transparently governed.

07 June 2025
Designing Automated Savings Products That Build Trust (S01A07)
Financial AI succeeds when it reduces anxiety, not just friction. Emotional readiness becomes part of product performance.

07 June 2025
Concevoir des Produits d’Épargne Automatisés qui Inspirent Confiance (S01A07F)
Leçons de la finance comportementale, de l’IA et de la culture du Livret A

28 May 2025
Ce que l'IA lit de nous (S01A06F)
Nous écrivions autrefois pour être compris ; désormais, nous écrivons aussi pour être lus par des intelligences. Cette réflexion explore la manière dont l’IA devient à la fois lectrice et filtre, transformant notre rapport à la visibilité, à l’auteur·e et à la vérité du texte.

27 May 2025
What AI Reads of Us (S01A06)
In AI-mediated environments, content is interpreted twice — by humans and by machines — reshaping how meaning and influence circulate.

05 Jan 2025
Bridging the Gap: Why Product-First AI Fails — and How Service Design Fixes It (S01A05)
AI products rarely fail because of technology. They fail when organisations neglect the service systems that make intelligence usable.

30 Nov 2024
Industrial B2B Reinvented: AI-Driven Personalisation and Trust for Strategic CX Transformation (S01A04)
Even in complex industrial contexts, experience design shapes credibility. Digital transformation succeeds when trust travels across the value chain.

05 Nov 2024
Empowering the Next Generation: AI-Driven Personalisation and Trust in Financial Education for Teens (S01A03)
AI personalisation can support financial confidence — but only when guidance strengthens autonomy rather than dependency.

02 Nov 2024
Designing AI Systems for Transparency: The UX of Trust in AI (S01A02)
Trust in AI systems is not earned through performance alone. It emerges from clarity, transparency, and the experience of being understood.

20 Oct 2024
Conversational AI in CX: Enhancing Human-AI Interactions Without Losing the Human Touch (S01A01)
Automation can improve efficiency, but conversation design determines whether organisations scale trust or simply scale transactions.

• Signal and Sense

Signal and Sense

Organisations often encounter change first as scattered signals rather than clear strategy. These short reflections explore emerging tensions at the intersection of technology, experience, and culture — helping make sense of shifts before their implications fully unfold.

2026

04 Mar 2026
Automation and the Social Contract (SS05)
As automation reshapes work and service, organisations must renegotiate the implicit contract that sustains trust.

2025

11 Dec 2025
The Confidence Gap in SaaS Founders Don’t See (SS04)
Product confidence often masks structural fragility. Growth narratives can hide the absence of experience foundations.

04 Dec 2025
When Inclusion Tools Become Barriers (SS03)
Technologies designed to include can exclude when organisations fail to understand lived experience.

25 Nov 2025
The Dashboard of Illusion (SS02)
Metrics provide clarity — until they replace judgement. Decision systems can drift away from reality.

06 Nov 2025
The Choreography of Trust (SS01)
Trust is not a feature organisations deploy. It emerges from the coordination of signals, decisions, and experiences over time.

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