AI may be moving quickly into customer experience, but customer trust is not keeping pace. That tension sits at the center of this CX Today interview, as Nicole Willing speaks with Dr. Ben Granger, Chief Workplace Psychologist at Qualtrics, about what enterprises need to get right as they bring AI deeper into their customer and employee journeys.
Dr. Granger points to a striking figure from Qualtrics’ latest consumer research: only 29 percent of consumers globally trust organizations to use AI responsibly. Many brands are now racing to use AI across service, support, personalization, feedback analysis, and digital engagement, but if those efforts feel opaque, imposed, or designed mainly to benefit the business, they risk damaging the relationships that CX teams are trying to improve. As Dr. Granger puts it:
“Trust is interpersonal and it’s built from the inside out. You can’t bypass that.”
The conversation explores why the best AI strategies start inside the organization. According to Dr. Granger, companies that are succeeding with AI are treating it as a strategic transformation, supported by clear leadership, change management, and employee confidence. By contrast, organizations that simply “plop” AI into workflows as another tool can create frustration, confusion, and resistance.
Transparency is another major theme. Dr. Granger warns against pretending AI agents are human, arguing that organizations need to be upfront about when customers are interacting with automation. He also highlights the importance of giving people options. Providing a clear route to a human can build trust, rather than undermine AI adoption.
The interview also looks at how brands can listen more effectively. Surveys remain useful, but Granger explains that organizations now need to combine direct feedback with behavioral signals from calls, chats, digital interactions and other customer touchpoints. This broader view can help CX teams understand not just what customers say, but how they actually feel in the moment.
For businesses planning their AI strategies, the takeaway is pragmatic. AI investment is essential, but it cannot come at the expense of human trust. Watch the full interview above to learn how CX leaders can build responsible, human-centered AI strategies that improve customer experience without losing the trust that makes those experiences work.
