Your AI Is Aimed at the Wrong Customer Problem
When I review how a company has deployed AI in its customer-facing functions, I have learned to ask one question before any other: which layer of the customer relationship is it actually aimed at? Most of the time the answer is the same, and it is the layer that matters least.
Over years of building and scaling digital products, I have come to see customer-facing AI as three distinct layers, stacked by how much strategic value they create. I call them doing, knowing, and anticipating. The pattern I see again and again is that companies pour their effort into the bottom layer, where the work is easiest to measure, and leave the top two layers, where the real advantage lives, almost untouched.
The three layers of customer-facing AI, ranked by strategic value.
Layer 1: Doing, where everyone starts
The first layer is automation of customer-facing tasks. Drafting support replies, generating...
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