This episode features James Scutt, Principal XM Catalyst at the Qualtrics XM Institute, an expert on consumer channel preferences and AI's role in customer experience. He discusses findings from the 2023 Global Consumer Study, revealing that while digital channels grow, many still prefer human interactions for certain tasks. Scutt emphasizes the need for aligning AI with clear business objectives to enhance both customer and employee experiences, balancing technology with human touch for optimal engagement.