At The AI Summit New York 2025, Vanguard’s experts shared valuable insights into how AI-generated experiences (AX) are reshaping customer experience (CX). Karun Appapogu, Head of AI Technology at Vanguard’s Center for Analytics and Insights, and Ryan Hefner, Chief Architect, presented a compelling vision for how AX can create dynamic, personalised interactions that reduce friction, enhance satisfaction, and drive operational efficiency.

The Challenges of Traditional Customer Interaction

Navigating large enterprise websites often mirrors the complexity of navigating unfamiliar cities, such as London. Customers face significant cognitive load and friction when interacting with traditional systems, which rely heavily on linear workflows and scrolling. While chatbots have simplified certain processes, they still fall short in addressing these challenges due to their inherent limitations.

Ryan Hefner highlighted these issues, explaining how traditional systems often fail to provide intuitive navigation and seamless user experiences. The result is frustration for customers and inefficiencies for businesses.

Introducing AI-Generated Experiences (AX)

Karun Appapogu introduced AX as a transformative solution to these challenges. AX leverages AI to create a dynamic, personalised canvas that anticipates user needs, collects information visually, and eliminates rigid workflows. This approach transforms customer interactions by making navigation and decision-making intuitive and seamless.

One of AX’s standout features is its ability to support non-linear workflows, or what Appapogu described as a “zigzag approach.” By understanding user intent and providing personalised content, AX reduces friction and enhances the overall user experience.

The Role of the AI Canvas and Orchestrator

At the heart of AX is the AI canvas, which dynamically surfaces relevant information, enabling users to make informed decisions without navigating multiple pages. This personalised approach ensures that customers can access the information they need quickly and efficiently.

Supporting the AI canvas is the orchestrator, a critical component that integrates the work of multiple agents across teams. The orchestrator ensures a cohesive and unified user experience while maintaining the brand’s voice and tone. It also alleviates cognitive load and enables scalability across enterprises, making AX a powerful tool for businesses looking to enhance CX.

Compliance and Human Intervention

Responsible AI practices are essential for building trust and ensuring transparency. Ryan Hefner outlined a robust multi-step evaluation process for compliance, which includes pre-production testing and post-production grading by a large language model (LLM). Deterministic content plays a key role in compliance-approved situations, ensuring that AI systems operate responsibly and transparently.

The orchestrator also facilitates human intervention when necessary. By routing users to live agents based on sentiment and intent, AX ensures that customers receive personalised support while maintaining trust and satisfaction.

Business Benefits of AX

AX offers significant advantages for businesses, including:

Improved task completion rates: By reducing friction and simplifying workflows, AX helps customers complete complex tasks more efficiently.Enhanced customer satisfaction: Personalised journeys and intuitive navigation create a more enjoyable user experience.Reduced operational expenses: By minimising offloading from web to phone interactions, AX drives cost savings and operational efficiency.

These benefits make AX a sustainable competitive edge for organisations looking to scale AI confidently and responsibly.

Building Trust and Transparency

Trust and transparency are no longer compliance hurdles but strategic advantages. AX enables organisations to build credibility with both regulators and customers by prioritising responsible AI practices. As regulatory landscapes evolve and customer expectations rise, businesses that invest in trust and dynamic AI systems will be better positioned to thrive in an increasingly competitive environment.

Practical Implementation and Future Developments

The session concluded with a discussion on practical implementation strategies and future developments for AX. Key considerations include integrating AX into existing systems, maintaining compliance as AI systems become more autonomous, and scaling AI responsibly. Robust governance frameworks and responsible AI practices were highlighted as enablers of confident, rapid scaling rather than constraints on innovation.

Why This Matters

The insights shared by Vanguard’s experts at The AI Summit New York underscore the growing importance of AI-generated experiences in shaping the future of customer interaction. AX represents a powerful tool for creating intuitive, personalised, and scalable solutions that meet the demands of modern customers and businesses alike.

As The AI Summit London approaches, these discussions will continue to shape the conversation around AI’s transformative potential. Organisations that embrace AX and prioritise trust and transparency will be well-equipped to lead in the rapidly evolving AI landscape.