CX Today Beyond AI-Enhanced – What It Really Means to Be AI-Native
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Jan 13, 2026 Jami Ferguson, VP of Product at SMG, unveils the essence of being AI-native, emphasizing structural transformation over mere automation. She details how AI-native platforms utilize clean, unified data to revolutionize customer experience. Real-time workflows are showcased, demonstrating enhanced guest recovery outcomes. Jami further argues that adopting AI enables more human interactions by reducing operator cognitive load. She also shares insights on transitioning to AI-native thinking, urging leaders to embrace continuous capability building.
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AI As The Core Architecture
- AI native means the platform is architected with AI as the core processing model, not a feature bolt-on.
- This structural difference enables learning, predicting, and adapting across operations in real time.
Fix Your Data Foundation First
- Do the hard foundational work: organize and correlate your data and embed AI into the data model.
- Avoid just layering AI onto legacy systems because that yields limited benefits and ongoing tech debt.
Data As A Product And Agentic Workflows
- AI native organizations treat data as a product with clear ownership and use agents to automate workflows.
- Humans guide systems while AI runs them, enabling rapid learning cycles and continuous improvement.