Trust is moving from a soft signal to a hard CX KPI, and the EU AI Act will accelerate that shift. In this CX Today roundtable, Kane Simms, Nerys Corfield, Dr Scott Allendevaux, and Nick Holme explore how the legislation changes the day-to-day reality of deploying AI in customer journeys.
The panel breaks down what ‘high-risk’ can mean in practice, why organisations need a clear view of where AI is actually in use, and how documentation, transparency, and accountability will increasingly shape buying decisions. They also discuss the operational knock-on effects: tighter governance across CX, legal, and data teams, more structured testing for conversational automation, and clearer rules for when customers must be told they are interacting with a bot.
The takeaway for CX leaders is simple: compliance is not just a legal project. It’s a trust strategy. Teams that can prove control, explain decisions, and show robust oversight will protect customer confidence and reduce risk as AI becomes more embedded in frontline service.
