Mike Rokes
Head of UX & CX Consultancy
Six CX Plays to Win in 2026
The agentic era is here: go optichannel, build GenAI beyond chat, and win the moments where agents decide.
From discovery to checkout, AI is redefining how customers find, evaluate, and buy. Sixty-eight percent of consumers have already used tools like ChatGPT to shop, with many completing purchases directly in chat—creating new channels, new contexts, and entirely new journeys.
To stay relevant, brands must adapt fast. Our article distils the six CX opportunities that matter most for 2026:
- From Omnichannel to Optichannel: Creating the right experience in the right place
- Owned Channels: Maximising the Value of AI-driven Discovery
- Beyond the Chatbot: Designing GenAI Experiences that Deliver Value
- The AI Agent: Your New Audience
- Winning Moments: Creating Impact in an Agentic World
- What gets Measured get Managed: Rethinking CX Measurement
