When AI learns people rather than just processes, brands transform.

PLUS: Have AI help you write a message to a high-value customer who just returned a product.

Nov 06, 2025

📅 November 6, 2025 | ⏱️ 3-min read

🎯 The big picture

AI isn’t here to replace human connection — it’s here to scale it. The brands winning right now aren’t chasing every new tool; they’re using AI to know customers better than ever before.

Here’s what you need to know today.

📊 Today’s lineup

• Sitecore launches agentic AI to help brands build self-learning digital experiences.
• Globant says shoppers expect AI-driven experiences that align with their values.
• Invoca turns SMS into a 24/7 two-way engagement channel.
• Nordstrom reminds everyone that human empathy is still the ultimate loyalty driver.
• McKinsey proves AI-driven CX delivers measurable ROI.

1️⃣ Sitecore’s AI goes beyond automation — it’s learning what customers actually want

• Sitecore launched its new platform, SitecoreAI, including an “Agentic Studio” which allows marketers to build AI-agents for campaign planning, content personalization and cross-channel experience.
• It’s built on XM Cloud (and Azure), meaning existing customers can upgrade without disruption.
• Sitecore cites a Total Economic Impact study showing up to 371% ROI and a 50% lift in digital conversions with its previous cloud platform — now extended into this AI era.

Why it matters:
This isn’t just “AI for content.” It’s shifting the frame: What if the platform learned the brand, the segments, the channels — and acted accordingly? For CX leaders, that means less manual orchestration and more strategic orchestration with AI doing the heavy lifting.

What’s next:
Pick a marketing or CX workflow you do manually today (for example: segment → message → test). Ask: What if that was an agent that continuously learned and optimized itself? Map the starting point, identify the data feed, and define the guardrails.

Go deeper: Sitecore press release

2️⃣ Intentional consumers demand AI that reflects who they are, not just what they click

• Globant’s new report outlines that today’s consumers are more “intentional” — meaning they pick brands based on values, alignment, experience and yes, AI-enabled engagement.
• AI is influencing every stage of the purchase process — from discovery to checkout — and consumers are evaluating how brand tech makes them feel, not just how fast.

Why it matters:
CX isn’t just about making it easy. It’s about making it meaningful. If your AI-driven experiences feel generic or “just faster,” you’re missing the moment. Consumers are asking: Does this brand see me?

What’s next:
Run a “values alignment” audit of your AI-touchpoints. For each — chatbots, recommendations, SMS, etc. — ask: Does this feel personalized and intentional, or just automated? Use that insight to refine one experience by Q1.

Go deeper: Globant’s report

3️⃣ Invoca turns SMS into the new frontline of real-time CX

The AI Messaging Agent extends Invoca’s revenue execution platform from delivering insights to driving action — converting every qualified conversation into a closed-loop sales opportunity.

• Invoca introduced its AI Messaging Agent — the first two-way SMS solution that ties into full buyer journeys, helps qualify leads and turn conversations into revenue.
• The agent is pre-trained on brand-specific transcripts, knows ad sources, web visits and supports attribution for each text.

Why it matters:
Texting isn’t new — but treating it as a conversion channel with AI intelligence is. For CX, that means capturing high-intent interest where it happens, responding fast, and tying every interaction back to revenue.

What’s next:
Audit your “lead ripple” moments: web form fills, missed calls, ad clicks. Identify where SMS could be engaged instantly. Then test a minimal AI-SMS workflow that follows up within 60 seconds, measure conversion uplift.

Go deeper: Destination CRM coverage

4️⃣ Kroger & Instacart deepen AI alliance — making service invisible but felt

https://cdn.andnowuknow.com/mainStoryImage/kroger_instacart_110525_0.png?VersionId=6OJzvhJWrWOP0gOYsZ0QOeDxOP4Vf6Sa

• The Kroger Co. announced an expanded relationship with Instacart — both investing in AI to “simplify customer experience and improve efficiency.”
• The logic: Use AI to reduce friction in supply chain, delivery and inventory so the consumer experience feels seamless and the brand just does more, behind the scenes.

Why it matters:
CX isn’t always about showy moments. Sometimes the biggest differentiator is what the customer doesn’t see because technology covers it. In grocery retail — where convenience and speed matter — this partnership is a testbed for invisible experience wins.

What’s next:
Think about the back- of-house systems that your customers hate (returns, delivery delays, stock-outs). Map where AI could be used to hide that pain. Prioritize one “invisible fix” per quarter.

Go deeper: Kroger press release

5️⃣ McKinsey proves AI-led CX isn’t hype — it’s profit

• McKinsey’s “Next-Best Experience” framework uses AI to decide what each individual customer needs next, not just what the brand wants to send.
• Firms adopting NBX saw a 15-20% increase in customer satisfaction, 5-8% revenue lift, and 20-30% reduction in cost-to-serve.

Why it matters:
This is the ROI proof board for CX leaders. AI stops being “interesting technology” and becomes “business leverage.” When you can point to specific lifts in CSAT, revenue, cost – you shift from asking for budget to justifying it.

What’s next:
Choose one customer segment or journey (new customers, churn-risk, high-value). Run a “What do they need next?” workshop: define desired outcome, feed the data, set an AI-pilot goal, and commit to measuring the KPIs.

Go deeper: McKinsey article

⚡ Quick hits

• Qualtrics expands its AI leadership → betting that experience management will become AI-driven innovation.
• Supermarket News reports independent grocers adopting AI tools → proving small retailers can win big with smart automation.
• Retail Dive says generative AI is now mainstream in retail content and discovery → signal: AI is becoming expectation, not experiment.

💡 CX Prompt Tip of the Day

“Write a message to a high-value customer who just returned a product.”

Prompt:
You are the customer experience AI assistant for [Brand Name].
Write a short, sincere email and SMS message to a high-value customer who recently returned [Product Name].

The goal is to:

Keep their trust and loyalty.

Acknowledge the return with empathy (no blame).

Offer a helpful next step — refund confirmation, exchange, or product suggestion.

Sound like a real person who cares, not a corporate script.

Tone: Warm, conversational, confident — think a brand that values relationships, not transactions.
Length:

Email: 100–120 words

SMS: under 240 characters

Include:

The customer’s first name

Product name

One friendly line showing you understand why they might have returned it (e.g., fit, color, timing)

One clear next step or offer (e.g., free exchange, refund in progress, suggestion for alternative)

A simple sign-off that sounds human, not robotic

Example tone:
“Hey Sarah, thanks for giving the Nova Jacket a try. We saw your return — totally understand if the fit wasn’t right.
If you’d like, we can swap it for the next size up or refund you right away.
Let me know what works best — we’ll make it easy.”

Quick win: Turn every return into a moment of connection. AI can help you craft empathy at scale — but only if you train it to care.

🤔 CX reflection

Question of the day:
When was the last time your brand made a customer feel genuinely seen — not segmented, not predicted, but understood?

See you tomorrow!
Mark

💡 P.S. Grab the FREE 32 Power Prompts That Will Change Your CX Strategy – Forever → Get prompts