CX intermediaries use AI to eliminate friction by understanding user intent and delivering outcomes without forcing customers through complex interfaces. This transformation shifts digital engagement from task-based systems to seamless, autonomous experiences that anticipate needs rather than just responding to them.
The future of AI Customer Experience isn’t a better interface—it’s no interface but a seamless, intuitive experience by way of a Customer Experience intermediary.
Why does technology, designed to simplify, so often make things more complicated? So, what separates a good experience from a bad one? It’s the feeling that lingers long after the interaction ends. A seamless, intuitive experience leaves you with a sense of ease—maybe even satisfaction—because everything works. No unnecessary friction. No wasted time. Just a smooth path to getting what you need. For businesses, convenience is the key to delivering that kind of experience—making interactions effortless for users, whether end consumers, B2B partners, or employees representing the brand. When convenience becomes the standard, engagement follows.
In the race to perfect customer experience, companies have poured billions into contextual content, personalized recommendations, omnichannel journeys, and AI-driven engagement. The goal? Seamless, intuitive interactions. Yet, most digital experiences still feel like work.
The problem isn’t a lack of investment but rather the approach. Instead of rethinking the process from a convenience-first perspective, most businesses focus on optimizing individual steps rather than eliminating them. They refine checkout flows but don’t question why users must navigate them. They build smarter chatbots but still require customers to ask for help instead of anticipating their needs.
With Brillio’s Customer Journey Design services, organizations can rethink the entire experience, removing friction and designing paths that align with real user intent.
In this legacy model, users still bear the burden—clicking, searching, and piecing together fragmented experiences.
But what if there were a better way?
What if a Customer Experience Intermediary could understand intent, handle complexity behind the scenes, and deliver outcomes—without forcing customers through a maze of steps? Instead of marginal improvements, it would redefine engagement, making interactions not just better but effortless.
A 2025 Adobe Digital Trends Report found that while many organizations prioritize CX, only 14% of practitioners say they deliver exceptional digital experiences—down from 25% the previous year. The widening gap between CX’s ambitions and execution is becoming more apparent, leaving many customers with fragmented and frustrating experiences.
Instead of forcing users to navigate menus, compare options, and manually complete tasks, these AI-driven systems understand the intent and deliver results—seamlessly. Take online shopping. Suppose you need supplies for a themed party. In that case, you’re on your own—browsing categories, estimating quantities and manually adding each item to your cart. Even with personalized recommendations, the burden is still on you.
Sure, it’s better than trekking from store to store across the city. But is it really the best experience technology can offer?
Now, imagine a different approach. Instead of painstakingly searching for each item, you simply describe what you need in natural language to a Customer Experience Intermediary—an AI-driven system that understands intent, pulls in relevant data from your profile, and assembles the perfect shopping cart. The right products, in the right quantities, from your preferred brands—ready to ship.
Retail giants like Amazon and Walmart have experimented with AI-driven shopping assistants. Yet, most online experiences still require users to do the heavy lifting. Amazon’s “Just Walk Out” technology, which eliminates checkout steps, has been implemented in over 170 locations worldwide, doubling sales and increasing customer satisfaction in venues like Seattle’s Lumen Field. It’s the best of both worlds: the expertise of a seasoned store associate’s expertise combined with a digital platform’s speed and efficiency. And with a mix of voice and touch-based interactions, the entire experience becomes as intuitive as having a conversation.
The same principle applies to routine transactions like bill payments. Instead of navigating a maze of clicks and menus to pay a credit card bill or utility invoice, a CX Intermediary could handle it with a simple request. The user would only need to authenticate—via biometrics or another secure method—while the system takes care of the rest.
Account servicing inquiries could see an even more dramatic shift. Imagine needing to check whether a particular transaction appears on your credit card statement. Today, that means hunting down the right statement, scrolling through endless line items, and manually searching for the transaction. With a AI Customer Experience Intermediary, you’d simply ask—and get an immediate answer.
A Gartner analysis highlight that digital customer service technologies are transforming AI Customer Experience by reducing friction and unnecessary effort, leading to higher satisfaction and lower churn.
Across these scenarios, the CX Intermediary collapses multi-step interactions into seamless, outcome-driven experiences. Instead of forcing users to move through rigid, task-based systems, it shifts digital interactions toward a model designed around intent, where the technology anticipates and addresses the needs rather than just responding to them.
The guiding principle is understanding the user’s purpose—their in-the-moment intent—and merge it with contextual intelligence to deliver a solution, not just incremental progress. It’s a shift from improving individual steps to rethinking engagement entirely.
It requires a multi-layered approach, rebuilding experiences from the ground up:
Identify the most critical sub-journeys—the user intents that matter most—the user intents that matter most—and capture them through robust Voice of Customer (VoC) insights.
Design an intuitive system that understands the user’s in-the-moment need and delivers outcomes seamlessly.
Build modular, API-driven frameworks that support sub-journeys without rigid dependencies.
Use an agentic framework to orchestrate processes behind the scenes.
Combine real-time needs with historical customer intelligence to power smarter, intent-driven decision-making.
Bring all these components together to create frictionless, intent-driven experiences.
A great customer experience isn’t defined by better interactions but by the absence of friction. Businesses that stop optimizing processes and start delivering outcomes will lead the next wave of innovation. This is the essence of true customer experience transformation—where technology fades into the background, things just work, and engagement becomes second nature. At Brillio, we help organizations reimagine journeys and make this transformation a reality.
