Global CX AI Lead at Zoom, Laura Ball, joins host Martin Hill‑Wilson to explore how organisations can use AI to remove friction from customer journeys rather than simply layering new technology on top of old problems. They discuss the loyalty “gap”, lessons from the first wave of omnichannel, what good human‑AI partnership looks like in the contact centre, and the skills, governance and mindset needed to make AI‑driven CX an ongoing success rather than a one‑off project.