An in-depth conversation with Adrian Swinscoe on CX myths, agentic AI, and why trust, outcomes, and human connection will define customer experience in 2026.
In the rapidly shifting landscape of customer experience, Adrian Swinscoe remains a steadfast voice for clarity over clamor. As an independent advisor and the author of Punk CX, Swinscoe has spent years advocating for a return to business basics in an industry often blinded by the glitter of new technology.
As we enter 2026, the marketing world finds itself at a crossroads: balancing the breakneck speed of “Agentic AI” with the timeless need for genuine human connection. I sat down with Swinscoe to discuss his predictions for the year, the “Michelangelo” approach to technology, and why he believes the term “CX Expert” is a fundamental contradiction.
As we look at the marketing and martech landscape of 2026, what three shifts do you predict will define the year?
First, we are facing a massive noise problem. The marketplace is saturated with vendors making increasingly grand promises. For brands, the challenge is no longer just communicating; it’s differentiating. There is a lot being said, but very little signal.
Second is the rise of Answer Engine Optimization (AEO). Whether it’s through Gemini, ChatGPT, or Perplexity, the way customers find information has fundamentally shifted. Brands have to figure out how to gain visibility within these AI-driven interfaces and how that integrates with their broader marketing strategy.
Finally, there’s the economic reality. Conditions aren’t getting easier for the average customer. In a tighter economy, generating attention and loyalty is harder than ever. Brands must return to the basics: doing what you say you’re going to do, when you say you’re going to do it. Consistency is the new premium.
Every year has its buzzword. What is the most overhyped term in CX right now, and what is the reality behind it?
Without a doubt, it’s “Agent AI.” While it offers massive potential, we have to remember it’s only a tool. Most brands have significant “housekeeping” to do—data hygiene, infrastructure, governance—before they can actually use it.
Think of Michelangelo’s David. It’s a 17-foot masterpiece carved from a single block of marble. Michelangelo had tools, but the tools didn’t make him a master. It was the combination of his vision and his mastery of the medium. Brands need to stop chasing the tool and start mastering their vision and their data.
Many brands rush to layer on AI without fixing their core issues. What is the one element every CX stack must get right first?
You have to prove its worth and its relevance. It sounds simple, but CX leaders have struggled with ROI for years. If your technology doesn’t tie directly to the core levers of the business—generating demand, converting customers, or improving operational efficiency—it’s just a “nice to have.”
I use a simple model: Business is about demand, conversion, and retention. Most people focus on the outcomes—revenue and profit. But those are just functions of how well you manage the process. If your tech stack doesn’t improve those specific levers, you’re just adding complexity, not value.
We are swimming in feedback—surveys, forms, reviews—yet insights seem rare. How do brands actually close the loop?
The traditional “loop” is broken because survey data is increasingly partial. Response rates are falling, and you usually only hear from the delighted or the enraged. You miss the “silent middle.”
To fix this, brands need to listen more holistically across all channels. It’s about mining real-time data from every interaction and plumbing that insight back into the business immediately. We need to move away from “surveying” and toward “listening.”
You’ve long championed “Punk CX.” What does that rebellion look like in 2026’s hyper-automated world?
Two words: Human Connection. The rebellion is focusing on the relationships between the brand, the customers, and the employees.
Take the contact center. Research shows that while 75% of customers want to self-serve, only a fraction are actually successful. We’re building chat-bots without consulting the “conversation experts”—the agents who talk to customers every day. I call this “Agent Intelligence” vs. “Artificial Intelligence.” When you combine the biological supercomputers (your people) with the tech, you win.
“CX” is now a boardroom staple. What’s your one rule for leaders who want to make it real rather than just a buzzword?
Stop talking about “CX” as a standalone thing. Just stop. Start talking about outcomes. How are you improving life for the customer? How are you making the employee’s job better? How is the business growing? If you focus on those three outcomes, traction follows.
For young professionals entering this AI-driven era, what is your advice for staying relevant?
First, reject the title of “expert.” You cannot be an expert in someone else’s experience. You can only be an expert in creating the conditions for a good experience.
Stay curious. Embrace humility. In the true punk style of Henry Rollins: Question everything. Don’t get sucked into the hype. Read widely—not just business books—and stay focused on the human at the other end of the wire.
On the topic of reading widely, what’s on your nightstand right now?
I’m currently looking at The Art of Noticing by Rob Walker. It’s a fantastic book with 131 exercises designed to help you see things differently. For example, it suggests going on a “photo walk” without a camera. You start “seeing” the shots without the distraction of the device. It builds your curiosity muscle, which is the most important skill to have in an AI world.
