What happens to marketing when AI controls the entire purchase funnel?
Steven Van Belleghem, global CX thought leader, keynote speaker, and author, joins us to unpack how AI isn’t just changing workflows, it’s rapidly transforming customer decision-making itself.
Uncover how customer expectations are shifting, how brands can prepare for AI-powered shopping assistants, and why the brands of the future must be search-visible, review-backed, and emotionally resonant. Steven warns that most companies are only focused on internal AI efficiencies… while ignoring how customer journeys are being upended in real time.
We also explore his framework for “The Offer You Can’t Refuse,” why authenticity is overrated, and what a 1% human experience should look like when everything else is automated. If you're a CX leader, marketer, or executive wondering what to do when the funnel disappears and your customers outsource their decisions to algorithms—this is the conversation you can't afford to miss.
Key Moments:
00:00 The Rise of LLMs in Search and Their Impact
04:29 Introducing Steven Van Belleghem, CX Expert, Author, and Keynote Speaker
07:22 Steven's Journey: From Family Business to AI Expert
13:22 The Future of AI in Customer Experience and Branding
34:55 Steven’s Four Pillars of Success
37:26 Examples of European Companies Excelling in Customer Experience
40:12 The Power of Small Changes in Customer Experience
46:51 Authenticity vs. Artificial Experiences
51:49 The Impact of AI on Customer Experience
55:10 Leadership's Role in Customer-Centric Culture
01:02:06 Lightning Round: Steven’s Personal Inspirations and Advice
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