{"id":76575,"date":"2025-11-20T18:00:10","date_gmt":"2025-11-20T18:00:10","guid":{"rendered":"https:\/\/www.cxtoday.com\/?p=76575"},"modified":"2025-11-20T19:12:08","modified_gmt":"2025-11-20T19:12:08","slug":"ai-native-organizations-future-of-cx","status":"publish","type":"post","link":"https:\/\/www.cxtoday.com\/ai-automation-in-cx\/ai-native-organizations-future-of-cx\/","title":{"rendered":"How AI-Native Organizations Will Shape the Future of CX: A Preview of CX Masterclass 2025"},"content":{"rendered":"

In the year 2025, AI and CX go together like cops and robbers, peanut butter and jelly, and The Notebook and tears.<\/p>\n

Yet, despite how prevalent the technology now is within the customer service and experience space, many organizations still view it as a separate tool that gets bolted on.<\/p>\n

While this can be effective, to truly reap the rewards of AI, organizations need to start thinking bigger \u2013 treating AI as a foundation, not a toolkit.<\/p>\n

That much is clear after speaking with Sirte Pihlaja<\/strong>, Head of Team at CXPA Finland<\/strong>, who is organizing the event.<\/p>\n

This year\u2019s event will see speakers and CX professionals from around the globe descending on Helsinki for tw0 days of talks and workshops on how AI-native organizations are the future of CX.<\/p>\n

But what exactly does AI-native mean?<\/p>\n

For Pihlaja, it is about moving far beyond surface-level AI adoption.<\/p>\n

\u201cWe want to help organizations become AI-native,\u201d she said, explaining how relying on scattered pilots or small internal experiments simply won\u2019t cut it.<\/p>\n

\u201cIf you think, \u2018Ok, I\u2019m going to use ChatGPT or Copilot\u2019\u2026 you might only achieve like a 10% personal productivity gain from that. But you won\u2019t be able to deliver the major improvements that you\u2019re looking for.\u201d<\/p><\/blockquote>\n

And this isn\u2019t purely a CX issue. Pihlaja details how AI-native organizations can have a wider economic impact.<\/p>\n

\u201cFinland [Philaja\u2019s home country] has been in an economic slump for almost 20 years,\u201d she said, and AI offers one of the clearest pathways out of it, but only if organizations re-engineer themselves with enough urgency and ambition.<\/p>\n

In her words:<\/p>\n

\u201cWe have been handed the technology and the solution\u2026 it\u2019s just a question of making people understand how vital this is for our society in the first place.\u201d<\/p>\n

That belief shapes this year\u2019s CX Masterclass, which brings together 25 speakers from across business, government, and technology.<\/p>\n

The goal is to give leaders the cross-functional perspective needed to go from dabbling with AI to embedding it in the operating model of the entire organization.<\/p>\n

Building the Case for AI-Native Organizations<\/h2>\n

Pihlaja\u2019s definition of \u2018AI-native\u2019 goes well beyond integrating agents into customer service or adding a handful of automation features; it means rethinking how processes run, how decisions are made, and how work is distributed between people and AI systems.<\/p>\n

She points to Sitra \u2013 the Finnish organization responsible for public-sector funding \u2013 as an example of the shift that is already underway.<\/p>\n

According to Pihlaja, Sitra has decided that if an organization does not have a plan in place to become AI-native, it will not be given funding.<\/p>\n

While these measures may seem extreme, they emphasize how strongly Finland believes in the technology .<\/p>\n

Pihlaja believes that CX sits at the center of this transformation. Not because CX teams own AI strategy, but because customer journeys are where the impact becomes tangible \u2013 and where broken processes reveal themselves most clearly.<\/p>\n

Still, she is clear that this event is bigger than a CX audience alone.<\/p>\n

\u201cThis is not just for CX people,\u201d she said. \u201cWe have sent the invite out to any business people who are interested in developing their business and their organizations.\u201d<\/p>\n

Why the Broader CX Community Should Pay Attention<\/h2>\n

Many CX leaders are already feeling the pressure to adapt, but Pihlaja argues that the change coming next will be deeper and faster than anything the sector has faced in a decade.<\/p>\n

For example, Nokia\u2019s former Head of Culture and Leadership<\/strong>, Mark Hayton<\/strong>, will explore what it means to lead in a world where AI agents don\u2019t just support teams \u2013 they may be the team.<\/p>\n

Pihlaja summarized this by explaining that the industry is \u201con the brink of a big change\u2026 the future of work is going to look totally different when many of us will maybe have an AI agent as our team member\u2026 or a boss who is actually an AI.\u201d<\/p>\n

Although many a disgruntled employee might be reading this and joking with their colleagues about an AI boss being able to do a better job \u2013 but it is a serious point.<\/p>\n

How will agents respond and adapt to a world where the contact center leaders might be AI?<\/p>\n

Meanwhile, C-level leaders from Finnair, Fujitsu, Microsoft and others will discuss how enterprise strategy shifts when organizations must design with, not just for, AI.<\/p>\n

CX leaders often talk about customer expectations rising. Pihlaja\u2019s point is that expectations aren\u2019t the only thing rising. The capabilities available to customers, agents, and AI-driven systems are rising too \u2013 and the organizations that fail to adapt their operations quickly will fall behind.<\/p>\n

Machine Customers: Where the Shift Becomes Real<\/h2>\n

Linked with the overall theme of AI-native organizations is the role of machine customers<\/a>.<\/p>\n

This year\u2019s Masterclass devotes significant attention to that subject, beginning with the opening keynote from Gartner VP Don Scheibenreif<\/strong>, who has spent more than a decade researching machine customers.<\/p>\n

Historically, \u201cmachine customers\u201d referred to connected devices, such as a fridge reordering groceries, or a car booking maintenance. But, as Pihlaja explained, \u201cGenAI and agentic AI have reshaped what we mean by machine customers.\u201d<\/p>\n

These agents now have the capacity to negotiate, compare, choose, and transact at a level far beyond earlier definitions.<\/p>\n

The closing keynote from Standard Chartered Bank\u2019s Katja Forbes<\/strong> explores another angle: how machine customers will transform complex B2B environments.<\/p>\n

\u201cOne of her tasks is to understand how machine customers are going to be affecting this kind of clientele,\u201d Pihlaja said \u2013 referring to governments, institutions, and large corporates<\/p>\n

Other sessions delve deeper into the operational implications. Nexi Group\u2019s agentic commerce lead will lay out how identity, security and payments will function when AI agents initiate transactions.<\/p>\n

And for those looking for practical next steps, day two focuses on hands-on capability building \u2013 from AI search optimization to agentic commerce tools that help organization’s \u201cspeak the same language with the AI\u2026 across different channels and different spots\u201d<\/p>\n

You can discover everything about CX Masterclass 2025, including the full list of speakers and events, by checking out the website today<\/a>.<\/em><\/p>\n

You can also tune in to the livestream here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

In the year 2025, AI and CX go together like cops and robbers, peanut butter and jelly, and The Notebook and tears. Yet, despite how prevalent the technology now is within the customer service and experience space, many organizations still view it as a separate tool that gets bolted on. While this can be effective, […]<\/p>\n","protected":false},"author":4983,"featured_media":76578,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[62073],"class_list":["post-76575","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai-automation-in-cx","tag-agentic-ai","tag-agentic-ai-in-customer-service","tag-ai-agent","tag-ai-agents","tag-artificial-intelligence","tag-automation","tag-autonomous-agents","tag-conversational-ai","brands_to_track-cx-today","editorial_type-interview","intent-discovery","target_audience-dual"],"acf":[],"yoast_head":"\nAI-native Organizations: Shaping Future Customer Experience<\/title>\n<meta name=\"description\" content=\"Explore the rise of AI-native organizations and how they revolutionize customer experience in the year 2025.\" \/>\n<meta name=\"robots\" content=\"index, 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