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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