AICXS 2024

AI in Customer Experience Standard

The world’s first international standard for responsible AI deployment in customer experience. Global best practices in AI governance, ethics and customer-facing AI have been researched, reviewed and codified into a definitive framework.

6

CORE PILLARS

AI

GOVERNANCE MODEL

Ethics

Framework

40+

COUNTRIES

What is AICXS 2024?

The AI in Customer Experience Standard (AICXS 2024) is the first international standard addressing the responsible use of artificial intelligence in customer experience. As organisations rapidly adopt AI — from chatbots and virtual assistants to predictive analytics and generative AI — AICXS 2024 provides the governance, ethical and operational framework to ensure AI enhances rather than diminishes the customer experience.

Born from extensive research into AI deployment best practices, AICXS 2024 helps organisations balance innovation with responsibility, ensuring AI serves customers transparently, fairly and effectively.

6 Core Pillars

The foundational pillars that define responsible AI in customer experience

01

AI Governance & Strategy

  • AI strategy aligned to CX objectives
  • Governance structures
  • Board-level AI oversight
  • Risk management frameworks
  • AI investment strategy

02

Algorithmic Transparency

  • Explainable AI requirements
  • Decision transparency for customers
  • Audit trails
  • Model documentation
  • Bias detection and mitigation

03

Algorithmic Transparency

  • Responsible data collection
  • Consent management
  • Data minimisation
  • Privacy-by-design
  • GDPR/global privacy compliance
  • Data lifecycle management

04

Human-AI Collaboration

  • Human oversight requirements
  • Escalation protocols
  • Augmentation vs automation decisions
  • Employee training for AI tools
  • Maintaining the human touch

05

Customer Trust & Communication

  • Disclosure requirements
  • Customers must know when interacting with AI
  • Trust-building practices
  • Complaint handling for AI decisions
  • Opt-out provisions

06

Performance & Continuous Learning

  • AI performance monitoring
  • Model drift detection
  • Continuous improvement cycles
  • Customer feedback integration
  • A/B testing frameworks

AI Maturity Model

Progress through levels of AI governance and integration

Level 1

Experimental

Ad-hoc AI projects with no governance structure. Initial exploration phase with minimal oversight.

Level 2

Managed

AI strategy emerging with basic governance in place. Structured approach beginning to form across teams.

Level 3

Integrated

AI embedded in CX operations with strong governance. Systematic integration across customer touchpoints.

Level 4

Optimised

AI-native CX with full transparency and continuous improvement. Industry-leading responsible AI practices.

Key Requirements

Essential mandates for AICXS 2024 compliance

Every AI-customer interaction must be transparent

Customers must have the right to human escalation

AI decisions affecting customers must be explainable

Bias testing must be conducted regularly

Customer data used for AI must have clear consent

AI must augment, not replace, the human experience

Who Is AICXS For?

Key roles and leaders who drive responsible AI implementation

Chief AI Officers & AI Directors

Strategic AI leaders responsible for organisational AI governance

CX Leaders

Customer experience teams deploying AI solutions

Chief Data Officers & Data Ethics Teams

Data governance and ethics practitioners

Technology Leaders (CTO/CIO)

Technology and infrastructure decision makers

Compliance & Governance Officers

Risk, compliance and regulatory management teams

Certification Pathway

Your journey to AICXS 2024 certification

01

Assess

Evaluate your AI-in-CX maturity across all 6 pillars

02

Implement

Apply AICXS 2024 governance and ethics frameworks

03

Measure

Audit AI systems against transparency and fairness criteria

04

Certify

Achieve formal certification to AICXS 2024

05

Evolve

Continuous AI governance improvement

Implement the Standard

Begin your journey to cerfication below, select either the Standard or our Online Assessment depending on where you are in your customer experience journey.

Any questions please contact: TBC