Shifts in how CX operates: –Complement or replace fixed campaign targeting with continuous, AI-driven selection of customers to engage, suppress or defer based on predicted intent, value and risk. –Combine signals across the journey (browsing, comparison, pauses, retries, device, location, service history) to infer what customers are trying to do now. –Shift customer discovery from static segmentation to an adaptive process that infers and actively inquires into evolving customer behaviours and preferences, continuously learning as individuals move through the journey. –Evolve CX and marketing roles from audience and message design to signal definition, guardrails and decision thresholds.Organizational changes observed: –Establish cross-functional discovery teams combining different expertise – e.g. marketing, CX, data science and product ownership. –Shift accountability from campaign planning to real-time decision engines that determine engagement and suppression. –Expand human roles towards signal curation, policy definition and acceptable actions. –Introduce shared standards for customer signals, consent rules and confidence thresholds across channels. Early vs advanced adopters: –Early: Use AI to refine targeting and engagement within existing campaign structures using a limited set of clear intent signals. –Advanced: Operate discovery as a real-time, predictive decision system coordinated across marketing, sales and service.1.1 From periodic campaign targeting to one-to-one, predictive discovery CASE STUDY 1 Interactive “next best action” to steer customer engagement Ford used AI-driven decisioning to dynamically move customers in and out of audiences during multi-wave campaigns based on real-time responses, rather than fixed journeys. This enabled rapid adjustment of who to engage, when and with what message. In three weeks, the FordPass Mobile App reported over 300,000 customers engaged and a 26% increase in conversion.8 Organizational Transformation in the Age of AI: How Organizations Maximize AI’s Potential 9

Organizational Transformation in the Age of AI How Organizations Maximize AI%27s Potential 2026