How To Decide When Top Use a Human vs AI - A Decision Making Framework

Everyone's racing to be "AI-first." The problem? Customers didn't vote for it. In this episode, we unpack a practical decision framework for when AI should lead, when humans must lead, and how to avoid automating the very moments that drive loyalty (or churn). We also get into a surprising twist: why AI can sometimes sound more empathetic than people—and what that says about how most service teams are set up today. What you'll learn in this episode Why "AI-first" is usually a cost initiative pretending to be a strategy A simple way to decide human vs AI based on the emotional and situational stakes Where automation genuinely improves CX (and where it quietly wrecks trust) Why AI can come across as more patient and empathetic—and why that's a warning sign Best Quote from the Episode: "AI-first' is not a strategy. It's a cost program wearing a strategy's suit." - Colin Shaw Resources Mentioned Colin Shaw - https://www.linkedin.com/in/colinrjshaw/ Professor Ryan Hamilton - http://linkedin.com/in/ryan-hamilton-49b3321  About the Hosts: Colin Shaw is a LinkedIn 'Top Voice' with a massive 286,000 followers and 87,000 subscribers to his 'Why Customers Buy' newsletter. Shaw is named one of the world's 'Top 150 Business Influencers' by LinkedIn. His company, Beyond Philosophy LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 1.5% podcast 'The Intuitive Customer'—with over 600,000 downloads—and author of eight best-sellers on customer experience. Shaw is a sought-after keynote speaker. Follow Colin on LinkedIn. Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book launch in June 2025 called "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things" Harvard Business Press Follow Ryan on LinkedIn. Subscribe & Follow Apple Podcasts Spotify

Customer Experience isn't short of activity—it's short of new ideas that actually land. In this episode, Colin and Ryan dig into why genuinely fresh thinking in CX struggles to break through, how industries get stuck in "normal science," and why it feels like we're doing more measurement… without more progress. They explore what a real disruption looks like, the warning signs that a paradigm is reaching diminishing returns, and how leaders can break out of the loop. Best Quote  "When a paradigm hits its limits, the next move isn't 'do more.' It's think differently—and be willing to ruffle a few feathers." Colin Shaw: Key Takeaways Are we measuring more because we're improving—or because we don't know what else to do? If satisfaction is stagnating, what "accepted" CX beliefs might be holding us back? What would a real CX disruption look like—and are we brave enough to recognize it when it shows up? Why You Should Listen If you've felt like CX is turning into an echo chamber—same language, same frameworks, same playbook—this episode gives you a sharper lens on why that happens and what to do next. You'll hear how paradigm shifts actually work, the signals that the current model is running out of runway, and practical ways to find (and foster) ideas that can genuinely move the industry forward. Resources Mentioned Colin Shaw - https://www.linkedin.com/in/colinrjshaw/ Professor Ryan Hamilton - http://linkedin.com/in/ryan-hamilton-49b3321  ACSI National Customer Satisfaction (Q3 2025 press release): https://theacsi.org/news-and-resources/press-releases/2025/11/13/press-release-national-acsi-q3-2025/ PwC Global Workforce Hopes and Fears (psychological safety): https://www.pwc.com/gx/en/issues/workforce/hopes-and-fears.html About the Hosts: Colin Shaw is a LinkedIn 'Top Voice' with a massive 286,000 followers and 87,000 subscribers to his 'Why Customers Buy' newsletter. Shaw is named one of the world's 'Top 150 Business Influencers' by LinkedIn. His company, Beyond Philosophy LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 1.5% podcast 'The Intuitive Customer'—with over 600,000 downloads—and author of eight best-sellers on customer experience. Shaw is a sought-after keynote speaker. Follow Colin on LinkedIn. Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book launch in June 2025 called "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things" Harvard Business Press Follow Ryan on LinkedIn. Subscribe & Follow Apple Podcasts Spotify  

In this episode, Ryan Hamilton and I dig into the invisible "scripts" that hold everyday customer experiences together—those unwritten psychological expectations about what happens next, what signals mean, and how both customers and employees coordinate without even thinking about it. The trouble is: when technology (like mobile payments, kiosks, or automation) changes the steps, it can quietly break the script—creating uncertainty, awkwardness, and friction that wasn't there before. We explore why these scripts matter, how they differ by culture, and what leaders can do to help customers adopt new scripts without creating "prairie dog" moments. Best Quote from the Episode "A lot of customer experiences work because both sides know the script—until something changes and nobody knows what to do next." Professor Ryan Hamilton Key Takeaways What "scripts" are you unknowingly relying on in your customer journey—and what happens when they break? If you introduce new tech, what clear "signal" replaces the old customer behavior that used to communicate intent? How are you designing for different adoption speeds—early adopters and customers who want the old way back? Why You Should Listen If you're rolling out AI, automation, self-service, kiosks, or new payment methods, this episode will help you spot the hidden expectations that make experiences feel effortless—and show you how to redesign the cues and signals so customers don't feel confused, awkward, or abandoned. Resources Mentioned Colin Shaw - https://www.linkedin.com/in/colinrjshaw/ Professor Ryan Hamilton - http://linkedin.com/in/ryan-hamilton-49b3321  Monty Python "haggling" clip (Life of Brian): https://www.youtube.com/watch?v=-2iZjxSGca8 Our Workshops: https://beyondphilosophy.com/motivational-workshops/ About the Hosts: Colin Shaw is a LinkedIn 'Top Voice' with a massive 286,000 followers and 87,000 subscribers to his 'Why Customers Buy' newsletter. Shaw is named one of the world's 'Top 150 Business Influencers' by LinkedIn. His company, Beyond Philosophy LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 1.5% podcast 'The Intuitive Customer'—with over 600,000 downloads—and author of eight best-sellers on customer experience. Shaw is a sought-after keynote speaker. Follow Colin on LinkedIn. Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book launch in June 2025 called "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things" Harvard Business Press Follow Ryan on LinkedIn. Subscribe & Follow   Apple Podcasts Spotify  

Why do we actively seek out content that makes us angry? In this episode, Colin Shaw and Professor Ryan Hamilton explore the idea of consuming anger as an emotional experience. From doomscrolling and rage-bait headlines to viral customer complaints and outrage-driven media, they unpack why anger is such a powerful, bonding, and profitable emotion — and what this means for Customer Experience. Best Quote from the Episode "Sometimes people don't just experience anger — they actively consume it, because it makes them feel alive." Professor Ryan Hamilton Key Takeaways Anger is not just a reaction — it's often a deliberate emotional choice People consume negative emotions (anger, fear, disgust, sadness) because emotion beats boredom Rage-bait content works because it delivers safe emotional arousal with no personal risk Brands can unintentionally create rage bait, losing control of the narrative There may be no emotion that can't be monetized — but that raises ethical questions Resources Mentioned Overton's window - https://www.youtube.com/watch?v=FMU0w4MP8Dc&t=5s Colin Shaw - https://www.linkedin.com/in/colinrjshaw/ Professor Ryan Hamilton - http://linkedin.com/in/ryan-hamilton-49b3321   About the Hosts:  Colin Shaw is a LinkedIn 'Top Voice' with a massive 286,000 followers and 87,000 subscribers to his 'Why Customers Buy' newsletter. Shaw is named one of the world's 'Top 150 Business Influencers' by LinkedIn. His company, Beyond Philosophy LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 1.5% podcast 'The Intuitive Customer'—with over 600,000 downloads—and author of eight best-sellers on customer experience. Shaw is a sought-after keynote speaker. Follow Colin on LinkedIn. Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book launch in June 2025 called "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things" Harvard Business Press Follow Ryan on LinkedIn. Subscribe & Follow  Apple Podcasts Spotify

How will customers decide which decisions to hand over to AI? As AI agents move to the front of the customer journey, brands are no longer competing for attention. They're competing for selection. And in many cases, they don't even realize they're being bypassed. This conversation goes beyond tools and technology to examine the psychology of decision-making, trust, empathy, and what happens when AI becomes the primary decision-maker on behalf of customers. 🔑 What We Explore in This Episode Why AI isn't replacing people—it's replacing decision effort How customers decide which decisions they're willing to give up The difference between commodity, complex, and high-risk decisions Why behavioral segmentation matters more than demographics How AI can demonstrate empathy—and why that challenges long-held CX beliefs What it means for organizations when AI mediates the experience instead of them 💬 Best Quote from the Episode "Once AI becomes the primary interface, organizations stop competing for attention and start competing for selection." — Colin Shaw Key Questions Discussed Which customer decisions in your business are already being outsourced to AI—whether you like it or not? As customers trust AI with simple decisions, how far up the decision ladder will that trust extend? If AI becomes the most trusted voice in the journey, what role does your brand actually play? Why You Should Listen If you're still thinking about AI as a tool your organization uses—rather than a force your customers are using—you're already behind. This episode will help you rethink: Where AI fits in the customer decision process Why "human touch" alone is no longer a defensible strategy What leaders must do now to avoid being sleepwalked into commoditization Resources Mentioned Colin Shaw - https://www.linkedin.com/in/colinrjshaw/ Professor Ryan Hamilton - http://linkedin.com/in/ryan-hamilton-49b3321  About the Hosts: Colin Shaw is a LinkedIn 'Top Voice' with a massive 286,000 followers and 87,000 subscribers to his 'Why Customers Buy' newsletter. Shaw is named one of the world's 'Top 150 Business Influencers' by LinkedIn. His company, Beyond Philosophy LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 1.5% podcast 'The Intuitive Customer'—with over 600,000 downloads—and author of eight best-sellers on customer experience. Shaw is a sought-after keynote speaker. Follow Colin on LinkedIn. Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book launch in June 2025 called "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things" Harvard Business Press Follow Ryan on LinkedIn. Subscribe & Follow Apple Podcasts Spotify

What does customer experience look like when AI starts acting on behalf of the customer? As AI agents increasingly understand customer context, remember past behavior, and reduce friction, they begin to insert themselves between companies and customers. That shift has major implications for CX, branding, differentiation, and how organizations stay relevant when customers stop visiting websites, apps, and even stores. This conversation focuses entirely on the customer's perspective, not internal AI efficiency. It's about what happens when customers trust AI agents to search, filter, recommend — and sometimes even buy for them. Best Quote from the Episode "When your customer experience isn't good enough, you get replaced by something that is." — Colin Shaw Key Questions Discussed What happens to customer experience when AI starts making decisions for customers instead of customers interacting directly with companies? If AI becomes the primary filter of choice, how do brands stay visible — and avoid becoming invisible? Which parts of today's customer journey are most at risk of disappearing altogether? Why You Should Listen If you're responsible for customer experience, strategy, marketing, or growth, this episode challenges some deeply held assumptions about how customers discover, evaluate, and choose brands. Rather than focusing on internal AI use cases, this conversation looks outward — at how customer behavior is shifting and what that means for organizations that want to remain visible, relevant, and chosen in an AI-first world. This episode doesn't give you a checklist. It gives you something more valuable: a new way of thinking about where CX is heading — and why waiting is risky. Resources Mentioned Colin Shaw - https://www.linkedin.com/in/colinrjshaw/ Professor Ryan Hamilton - http://linkedin.com/in/ryan-hamilton-49b3321  About the Hosts: Colin Shaw is a LinkedIn 'Top Voice' with a massive 286,000 followers and 87,000 subscribers to his 'Why Customers Buy' newsletter. Shaw is named one of the world's 'Top 150 Business Influencers' by LinkedIn. His company, Beyond Philosophy LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 1.5% podcast 'The Intuitive Customer'—with over 600,000 downloads—and author of eight best-sellers on customer experience. Shaw is a sought-after keynote speaker. Follow Colin on LinkedIn.   Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book launch in June 2025 called "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things" Harvard Business Press Follow Ryan on LinkedIn. Subscribe & Follow Apple Podcasts Spotify

How are you really using AI — and how does that compare to others? In this episode, Colin Shaw introduces a simple behavioural framework for understanding how people are actually using AI today — not in theory, but in practice — and why this matters enormously for the future of Customer Experience. Rather than treating AI as a technology maturity model, Colin reframes it as a behavioural curve, shaped by confidence, trust, intent, and the consequences of being wrong. Drawing on real usage examples, ChatGPT analytics, and current research, Colin outlines four AI usage patterns that people tend to move through over time. Most people touch more than one. Very few stay in just one forever. The episode challenges listeners to ask: Where am I on this curve? Where are my customers today? And where will they be in 3–5 years? This is Part One of a new AI series exploring the implications of changing customer behaviour — and what organisations should be doing now to prepare. Best Quote from the Episode "This isn't a technology maturity model. It's a behavioural one. People don't adopt AI in a single way — they move through patterns depending on trust, confidence, and what's at stake." Colin Shaw, Founder & CEO, Beyond Philosophy Why You Should Listen If you're: wondering how AI will really change Customer Experience unsure whether your organisation is preparing for the right future or trying to understand how customer decision-making is evolving …this episode gives you a clear, practical way to think about AI adoption — grounded in behaviour, not hype. Resources Mentioned Colin Shaw - https://www.linkedin.com/in/colinrjshaw/ Professor Ryan Hamilton - http://linkedin.com/in/ryan-hamilton-49b3321  About the Hosts: Colin Shaw is a LinkedIn 'Top Voice' with a massive 284,000 followers and 87,000 subscribers to his 'Why Customers Buy' newsletter. Shaw is named one of the world's 'Top 150 Business Influencers' by LinkedIn. His company, Beyond Philosophy LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 2% podcast 'The Intuitive Customer'—with over 600,000 downloads—and author of eight best-sellers on customer experience, Shaw is a sought-after keynote speaker. Follow Colin on LinkedIn.   Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book launch in June 2025 called "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things" Harvard Business Press Follow Ryan on LinkedIn.  Subscribe & Follow Apple Podcasts Spotify  

Customer satisfaction has barely moved in over 30 years — despite enormous investment in Customer Experience. In this episode of The Intuitive Customer, Professor Ryan Hamilton and Morgan Ward speak with Forrest Morgeson from the American Customer Satisfaction Index (ACSI). ACSI has tracked customer satisfaction continuously since 1994 using the same questions and methodology across the entire US economy. And the long-term data tells a story that challenges many comfortable CX assumptions. Rather than steadily improving as CX practices mature, customer satisfaction rises and falls in cycles — heavily influenced by pricing, profitability, cost-cutting, and broader economic forces. This episode explores why satisfaction scores stagnate, why record profits often coincide with declining customer satisfaction, and why CX leaders need to think beyond journey maps and empathy training. Best Quote from the Episode "Customer satisfaction isn't a straight line. It moves in cycles — and when companies start squeezing for profit, customers feel it." Forrest Morgeson, American Custoimer Satisfaction Index Why You Should Listen? If you work in customer experience, marketing, or leadership, this episode will challenge some of the most widely held beliefs in CX. You'll gain: A data-led perspective grounded in 30 years of evidence A clearer understanding of why satisfaction scores fall despite CX investment Practical insight into the economic forces shaping customer experience A more realistic way to think about CX performance and ROI   Resources Mentioned  American Customer Satisfaction Index: https://theacsi.org/the-acsi-difference/us-overall-customer-satisfaction/  Forrest Morgeson - https://www.linkedin.com/in/forrestmorgeson/   About the Hosts: Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book launch in June 2025 called "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things" Harvard Business Press Follow Ryan on LinkedIn.  Morgan Ward is an adjunct marketing professor, weekly expert guest on The Take—11Alive's in-depth news program that explores timely stories through expert insight—With over 20 years of experience advising clients ranging from start-ups to Fortune 500s and publishing in top academic journals, she's passionate about decoding the symbolic and cultural forces that shape consumer behavior. Her work focuses on status, identity, and decision-making across sectors like luxury, retail, and tech. Beyond consulting, Morgan serves as an expert witness in branding and advertising litigation, bringing academic rigor to questions of perception, distinctiveness, and influence. Follow Morgan on LinkedIn (https://www.linkedin.com/in/morgankward-phd/)   Subscribe & Follow  Apple Podcasts Spotify  

In this episode of The Intuitive Customer, Professor Ryan Hamilton is joined by Ben Shaw, seasoned brand strategist, to unpack the promises and pitfalls of synthetic audiences - AI-driven research used for faster, cheaper market research. Synthetic audiences, powered by large language models (LLMs), can replicate customer segments and respond to creative concepts or product questions at scale cutting the time and cost of traditional surveys. But does it come with trade-offs?  Expect lively debate on the AI vs. LLM naming debate, the enduring value of ethnography and nuance, and practical tips for blending synthetic and traditional research to make smarter, more human-centred decisions. From democratising access to consumer insight to questioning the believability of robot-approved ad copy, this candid discussion highlights how to use these tools wisely.  🔑 Key Takeaways Synthetic ≠ Real: Synthetic audiences use LLMs to predict human responses—they're powerful, but they're still not replacements for real people. Direction not Proof: Treat synthetic audiences as a first-cut hypothesis tool i.e.great for inspiration, not yet reliable as stand-alone evidence. Nuance & Minority Voices Matter: AI often defaults to the average response, risking loss of critical insights from edge cases or minority behaviours. Democratisation of Insight: With the right data, teams from product to shop-floor staff can ask customer-centred questions directly. Best Practice: Use synthetic audiences for speed and hypothesis testing, then validate with real humans—especially for high-stakes decisions. 📚 Resources & Mentions HubSpot CMO Kipp Bodnar "Better, faster, AND cheaper isn't a trade-off anymore" Harvard Business School study 'Using LLMs for Market Research'