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Thinking Essays on AI, CX, and behaviour

Ideas worth sitting with.

Essays on AI, customer experience, and the behavioural patterns that determine whether technology creates value or quietly destroys it.

Latest essay

Fluent Systems Fail More Persuasively.

April 2026 8 min read AI behaviour

As AI becomes more capable, failure becomes more subtle. The systems that concern me most are not the ones that obviously break. They are the ones that sound correct, respond confidently, and quietly lead customers toward outcomes that serve nobody.

The Operating Model No One Talks About in AI Deployments

Everyone focuses on the model. Almost no one asks who governs it, who owns it, and what happens when it behaves in a way nobody anticipated.

Operating model6 min

Context Loss Feels Like Incompetence

From the customer's perspective, being asked to repeat themselves is not an inconvenience. It is a signal that they are not remembered. That signal compounds.

Context design5 min

Why Containment Rate Is the Most Dangerous Metric in CX

A system that contains a conversation is not necessarily resolving it. The gap between containment and resolution is where customer trust goes to die.

Measurement7 min

The Six Patterns: What Your AI Strategy Reveals About How You Think

The pattern an organisation uses to approach AI is not random. It is a behavioural signature. Recognising yours is the first step toward changing it.

Archetypes9 min

Conversation Design Is Not About Controlling Behaviour

The goal of conversation design is not to route customers to the right answer. It is to create structures that can handle the full complexity of what customers actually bring.

What the Agent Actually Experiences When AI Assist Arrives

Agent assist AI enters the contact centre as an additional cognitive input. Whether it helps or harms depends entirely on whether the design respected that reality.

Agent experience8 min