{"id":72727,"date":"2025-08-05T13:07:02","date_gmt":"2025-08-05T12:07:02","guid":{"rendered":"https:\/\/www.cxtoday.com\/?p=72727"},"modified":"2025-11-25T08:34:41","modified_gmt":"2025-11-25T08:34:41","slug":"how-to-spot-ai-that-delivers-a-buyers-guide","status":"publish","type":"post","link":"https:\/\/www.cxtoday.com\/contact-center\/how-to-spot-ai-that-delivers-a-buyers-guide\/","title":{"rendered":"How to Spot AI That Delivers: A Buyer\u2019s Guide"},"content":{"rendered":"

Mention of AI in the contact center isn\u2019t exactly hard to find.<\/p>\n

The tech is evident within marketing decks, product sheets, and LinkedIn feeds.<\/p>\n

But while the hype is deafening, separating real value from empty promises isn\u2019t getting any easier.<\/p>\n

Too often, buyers are told that AI will \u2018transform customer experience,\u2019 \u2018reduce headcount,\u2019 and \u2018cut costs.\u2019<\/p>\n

That\u2019s true … sometimes.<\/p>\n

But believing AI is a silver bullet is one of the most common (and costly) misconceptions in customer service.<\/p>\n

As Simon Adnett, VP of Sales at Enghouse Interactive<\/strong>, puts it:<\/p>\n

There\u2019s this belief that you can just buy AI and it\u2019ll solve all your problems.<\/p><\/blockquote>\n

“But without understanding your business and your processes, \u00a0you could just be automating bad processes and therefore creating bad experiences faster.”<\/p>\n

So, how can buyers cut through the noise and find AI that actually delivers?<\/p>\n

Here\u2019s your five-step guide.<\/p>\n

Step 1: Forget the Hype, Define the Problem<\/h2>\n

Before falling in love with the latest CX buzzword \u2013 be it \u2018agentic AI\u2019 or \u2018autonomous agents\u2019 \u2013 start by asking a simple question: what do we need to fix?<\/p>\n

Adnett suggests that organizations should think about AI like they would a job candidate.<\/p>\n

\u201cWrite a job description,\u201d he says.<\/p>\n

\u201cWhat process are you trying to improve? What\u2019s the expected outcome? And how will you know if it\u2019s working?\u201d<\/p>\n

Too many businesses skip this step. They deploy AI because it\u2019s new, not because it solves a specific problem.<\/p>\n

The result? Expensive tools that don\u2019t integrate properly, frustrate customers, and drain budgets.<\/p>\n

\u201cIt\u2019s not about using the shiniest tech,\u201d Adnett warns. \u201cIt\u2019s about using the right tech.\u201d<\/p>\n

Step 2: Prioritize Process Understanding<\/h2>\n

Once you\u2019ve defined your goals, the next step is process mapping.<\/p>\n

But here\u2019s the catch: just because a process works for a human doesn\u2019t mean it will directly translate to being automated. Existing processes may also not be delivering the customer experience you think they are, as Adnett explains:<\/p>\n

Some organizations take a broken process and just automate it. Now it\u2019s just a bad automated process.<\/p><\/blockquote>\n

Instead, Adnett recommends starting by identifying what \u2018good\u2019 looks like.<\/p>\n

Enghouse uses AI to analyze every interaction across a contact center, measuring sentiment shifts, uncovering friction points, and finding patterns that manual QA teams miss.<\/p>\n

\u201cYou have to understand whether you’re delivering the service you think<\/em> you’re delivering,\u201d Adnett explains.<\/p>\n

\u201cThat\u2019s where AI becomes powerful; not as a replacement, but as a lens.\u201d<\/p>\n

This kind of deep listening, generally referred to as \u2018Voice of the Customer,\u2019 can reveal high-value areas where automation makes sense \u2013 and, just as crucially, where it doesn\u2019t.<\/p>\n

Step 3: Don\u2019t Underestimate Integration<\/h2>\n

Integration isn\u2019t necessarily the most exciting part of AI, but it might be the most important.<\/p>\n

If it were a member of a band, it might be the bass guitarist. While it might not deliver any face-melting solos, without it, the song would have no rhythm.<\/p>\n

A disconnected AI tool \u2013 even one with great NLU (Natural Language Understanding) or sentiment analysis \u2013 isn\u2019t going to fix CX if it can\u2019t talk to your CRM, ticketing system, or knowledge base.<\/p>\n

\u201cYou can have amazing AI, but if it can\u2019t access the right data or escalate correctly, the customer suffers,\u201d says Adnett.<\/p>\n

\u201cWe\u2019ve all had that experience: \u2018I\u2019ll transfer you to an agent,\u2019 followed by a long hold and the dreaded question: \u2018How can I help you today?\u2019\u201d<\/p>\n

A true CX-ready AI solution ensures contextual continuity. It doesn\u2019t just hand off; it brings the conversation, history, and sentiment data with it.<\/p>\n

According to Adnett, that seamless transition between automation and live agents is a key metric for success.<\/p>\n

Step 4: Choose Vendors That Partner, Not Just Sell<\/h2>\n

AI isn\u2019t a plug-and-play tool. It requires fine-tuning, monitoring, and iteration.<\/p>\n

So, choosing a vendor that offers and understands more than just software is critical \u2013 they need to guide you through the journey.<\/p>\n

Adnett outlines the danger of what he calls \u201cthe fire-and-forget model.\u201d<\/p>\n

\u201cThese tools can drift. They need guardrails, updates, and ongoing performance checks, just like human agents.\u201d<\/p><\/blockquote>\n

Enghouse tackles this by combining its analytics capabilities with consultative support.<\/p>\n

The vendor helps customers analyze sentiment and behavior at scale, validate automation ideas, and avoid the trap of blindly rolling out bots that no one wants to use.<\/p>\n

Sometimes, their platform reveals surprises even the customer didn\u2019t expect.<\/p>\n

\u201cThey think they know the problem \u2013 but when we run the data, we find a completely different driver,\u201d Adnett says.<\/p>\n

\u201cThat\u2019s when real progress happens.\u201d<\/p>\n

Step 5: Measure Impact Beyond Efficiency<\/h2>\n

Many AI projects are justified by metrics like reduced average handle time or agent workload. However, focusing too narrowly on efficiency can backfire.<\/p>\n

If customer satisfaction drops or AI misfires in critical moments, your brand may take the hit.<\/p>\n

That\u2019s why Enghouse encourages organizations to measure outcomes<\/em>, not just outputs.<\/p>\n

Did sentiment improve? Was the issue resolved on first contact? Did the customer leave the interaction happier than when they started?<\/p>\n

\u201cIn some cases, a complaint call that turns positive is a better<\/em> experience than a neutral one. That shift in sentiment, that\u2019s the gold.\u201d<\/p><\/blockquote>\n

Spotting AI that Delivers<\/h2>\n

The AI hype machine isn\u2019t slowing down, and neither is the complexity of customer expectations. But savvy CX leaders know that flashy demos aren\u2019t the goal; results are.<\/p>\n

So, how do you spot AI that delivers?<\/p>\n

Look for vendors who ask about your processes, instead of just telling you about their features.<\/p>\n

Demand transparency around integration, handoff, and measurement.<\/p>\n

And remember that successful AI isn\u2019t about replacing humans; it\u2019s about helping them deliver better, faster, and more empathetically.<\/p>\n

Visit the company’s website<\/em><\/a> to learn more about Enghouse Interactive and how it helps provide AI solutions that truly deliver.<\/em><\/p>\n

You can also hear directly from Simon Adnett, VP of Sales at Enghouse Interactive, by checking out this exclusive interview<\/a> with CX Today.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Mention of AI in the contact center isn\u2019t exactly hard to find. The tech is evident within marketing decks, product sheets, and LinkedIn feeds. But while the hype is deafening, separating real value from empty promises isn\u2019t getting any easier. Too often, buyers are told that AI will \u2018transform customer experience,\u2019 \u2018reduce headcount,\u2019 and \u2018cut […]<\/p>\n","protected":false},"author":4983,"featured_media":72741,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[11850],"class_list":["post-72727","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contact-center","tag-agentic-ai","tag-agentic-ai-in-customer-service","tag-ai-agents","tag-artificial-intelligence","tag-autonomous-agents","brands_to_track-enghouse","editorial_type-interview","intent-evaluation","target_audience-dual"],"acf":[],"yoast_head":"\nHow to Spot AI That Delivers: A Buyer\u2019s Guide - CX Today<\/title>\n<meta name=\"description\" content=\"CX Today covers Contact Center & Omnichannel\u200b news including Agentic AI, Agentic AI in Customer Service\u200b, AI Agents, Artificial Intelligence, Autonomous Agents and more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cxtoday.com\/contact-center\/how-to-spot-ai-that-delivers-a-buyers-guide\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Spot AI That Delivers: A Buyer\u2019s Guide\" \/>\n<meta property=\"og:description\" content=\"CX Today covers Contact Center & Omnichannel\u200b news including Agentic AI, Agentic AI in Customer Service\u200b, AI Agents, Artificial Intelligence, Autonomous Agents and more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.cxtoday.com\/contact-center\/how-to-spot-ai-that-delivers-a-buyers-guide\/\" \/>\n<meta property=\"og:site_name\" content=\"CX Today\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CXTodayNews\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-08-05T12:07:02+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-25T08:34:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2025\/08\/How-to-Spot-AI-That-Delivers-A-Buyers-Guide.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"850\" \/>\n\t<meta property=\"og:image:height\" content=\"425\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Rhys Fisher\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cxtodaynews\" \/>\n<meta name=\"twitter:site\" content=\"@cxtodaynews\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Rhys Fisher\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/how-to-spot-ai-that-delivers-a-buyers-guide\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/how-to-spot-ai-that-delivers-a-buyers-guide\/\"},\"author\":{\"name\":\"Rhys Fisher\",\"@id\":\"https:\/\/www.cxtoday.com\/#\/schema\/person\/8658137cddc02e8aa6da2b92ccf4a044\"},\"headline\":\"How to Spot AI That Delivers: A Buyer\u2019s Guide\",\"datePublished\":\"2025-08-05T12:07:02+00:00\",\"dateModified\":\"2025-11-25T08:34:41+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/how-to-spot-ai-that-delivers-a-buyers-guide\/\"},\"wordCount\":1009,\"publisher\":{\"@id\":\"https:\/\/www.cxtoday.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/how-to-spot-ai-that-delivers-a-buyers-guide\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2025\/08\/How-to-Spot-AI-That-Delivers-A-Buyers-Guide.jpg\",\"keywords\":[\"Agentic AI\",\"Agentic AI in Customer Service\u200b\",\"AI Agents\",\"Artificial Intelligence\",\"Autonomous Agents\"],\"articleSection\":[\"Contact Center & Omnichannel\u200b\"],\"inLanguage\":\"en-GB\",\"copyrightYear\":\"2025\",\"copyrightHolder\":{\"@id\":\"https:\/\/www.cxtoday.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/how-to-spot-ai-that-delivers-a-buyers-guide\/\",\"url\":\"https:\/\/www.cxtoday.com\/contact-center\/how-to-spot-ai-that-delivers-a-buyers-guide\/\",\"name\":\"How to Spot AI That Delivers: A Buyer\u2019s Guide - 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