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Guru Masterclass

4.8

Customer Experience
in the Age of AI:
The Intelligent
Edge Masterclass

By Lior Arussy & Karie King

22nd & 23rd Oct 2026 | 5:00 PM - 8:30 PM

Express Interest Share

Aishwarya Banerjee +91 9123147487 aishwarya.banerjee@timesinternet.in

About The Masterclass

Every organisation today is under pressure to deliver exceptional customer experiences while simultaneously adopting AI at speed. Most are struggling to do either well — let alone both together.

The Customer Experience in the Age of AI Masterclass brings together two of the world's foremost authorities on customer experience and AI-driven marketing — Lior Arussy and Katie King — for an exclusive two-part virtual masterclass designed for India's senior marketing and business leaders.

Together, they address the most urgent commercial challenge facing organisations today: how do you convert customer experience into measurable growth and then harness the power of artificial intelligence to scale it?

Lior Arussy opens the conversation by challenging leaders to rethink customer experience as a growth engine, examining the new rules of customer engagement in an era where AI has fundamentally changed who the customer is and what they expect.

Katie King picks up exactly where that conversation ends, showing how AI is rewriting the rules of marketing, sales, and customer experience at every level of the organisation.

The AI-empowered customer is no longer just a consumer. They are a creator, a co-author, and the embodiment of brand identity. This masterclass gives senior leaders the frameworks, tools, and courage to respond not with incremental improvement, but with structural transformation.

This is not a theoretical program. It is a practical, insight-driven masterclass built for leaders who are ready to move from ambition to execution.

Key Discussion Areas

1Customer Experience as a Growth Strategy — Not a Support Function
Most organisations treat CX as a cost centre. The ones that win treat it as a revenue engine. This session examines why CX is the most underutilised growth lever in most organisations and how to change that.
2The New Customer Engagement Rules in the AI-Empowered Era
AI has fundamentally changed who the customer is. The customer is now the brand — a creator, co-author, and embodiment of brand identity. This session examines the new engagement rules and what they mean for every customer-facing function in your organisation.
3Customer Experience Economics — Building the Business Case
How do you turn a CX conversation into a P&L conversation? This session covers the financial model for customer complete value — from cost savings across the journey to revenue, retention, and lifetime value giving leaders the language to take CX investment to the board.
4Agentic Commerce — When AI Shops for Your Customer
AI agents are already browsing, comparing, recommending, and purchasing on behalf of consumers. This session explores how agentic AI is collapsing the traditional purchase funnel and why marketing leaders must rethink how they engage customers who are increasingly represented by machines.
5Hyper-Personalisation at Scale — Real Relevance, Real Trust
Advanced AI is enabling genuine one-to-one engagement across millions of customers simultaneously. This session covers how organisations are delivering relevance at a scale previously considered impossible while navigating the ethical boundaries that build lasting trust.
6From Data-Rich to Decision-Ready — Making AI Work for Marketing ROI
Most organisations are drowning in customer data but starving for actionable insight. Katie shares how AI is transforming marketing analytics from retrospective reporting into predictive intelligence and what this means for how CMOs allocate budgets, measure performance, and demonstrate ROI.

What You Will Learn Explore the critical questions shaping the future of customer experience, AI-powered growth, and marketing transformation.

When did you last give yourself the gift of thinking - really reflecting and planning for a better future for your customers?
How do you convert customer experience into a measurable growth and revenue engine?
How has AI fundamentally changed who your customer is and what does that mean for your strategy right now?
What does AI-native marketing actually look like in practice - and how do you get there?
What happens when AI agents start making purchase decisions on behalf of your customers?
How do you scale genuine personalisation without losing the human connection?
How do you move from data-rich to decision-ready - and demonstrate real ROI to your board?

Certificate Signed by Lior Arussy & Katie King

Earn a certificate signed by Lior Arussy & Katie King, globally recognized experts in customer experience, AI, and business transformation.
Strengthen your professional profile with a credential that demonstrates your expertise in customer-centric growth, AI-powered marketing, and digital transformation.
Receive an additional digital certificate for seamless sharing on LinkedIn and other professional platforms, enhancing your professional visibility and credibility.

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Workshop Approach

Each session is built around real commercial situations, global case studies, and the kind of candid, practical insight that only comes from decades of hands-on advisory work with the world's leading organisations. Fun, inspiring, interactive, and insightful - the format is designed not just to inform but to empower leaders to rethink their strategies, elevate their commitment, and gain the courage to aspire to true lasting change.

Expert-led sessions by Lior Arussy and Katie King drawing from 400+ CX transformations and 35+ years of AI advisory experience globally.
Live frameworks and diagnostic tools that participants apply directly to their own organisations during the session.
Real client stories and global case studies spanning financial services, retail, FMCG, technology, and hospitality.
Interactive audience engagement and live Q&A - 30 minutes per session.
A personal commitment exercise — each participant leaves with one concrete action for the week ahead.
A 90-day, 6-month, and 12-month transformation roadmap built during the session.

Agenda

LIOR ARUSSY

Global Customer Experience Strategist | Author | Transformation Advisor

Session Date: 22nd September | 3 Hours + 30 Minutes Q&A

The CX Growth Engine: Converting Customer Experience into Revenue, Retention & Competitive Advantage in the Age of AI

When was the last time you gave yourself the gift of thinking? Reflecting and planning for a better future for your customers, your organisation, and yourself? This is that opportunity.

In a single intensive 3-hour session, Lior Arussy draws on lessons from over 400 customer experience transformations — including Mercedes-Benz, Delta Airlines, Royal Caribbean, SAP, MasterCard, FedEx, and Johnson & Johnson — to show executives how to convert customer experience into measurable growth, retention, and competitive advantage in the era of the AI-empowered customer.

The customer engagement model has been radically changed by AI. The customer is now the brand. This masterclass examines the new customer engagement rules and establishes customer experience as a growth and revenue engine — a blueprint for building CX as a profit engine, grounded in the new realities of AI-empowered customers who are no longer just consumers. They are creators, co-authors, and the embodiment of brand identity.

Module 1 · Customer Experience as a Growth Strategy

Why CX? Why now? The problem we actually solve.

Beyond journey maps, satisfaction scores, and digital fixes — what defines a true CX strategy
Inspiration vs. desperation — the two paths to value creation, and why only one delivers margin
Crafting a vision for a better future, not just fixing dissatisfaction
Why AI raises the bar on every promise your brand makes — and what that means for the next 12 months
Core questions to explore your organisation's readiness to establish the CX growth engine

Module 2 · Customer Experience Economics

From costs to revenues — building the business case for CX reinvention as a P&L conversation
Beyond the 4 Ps of marketing — the 5 Ps of customer loyalty
CX savings across the journey — yes, we can save money too
Translating experience investments into measurable revenue, retention, and lifetime value
The financial model for customer complete value and the levers to maximise it

Module 3 · The New Customer Engagement Rules in the AI-Empowered Era

The Evolution of Customer Value — from the agrarian era to the Gen AI era and the profound shifts along the way
The New Customer Personality — the One and Only
Engaging with the One and Only Customer
Inspiring and creating relevant value
What it means for your brand when the customer is no longer just a consumer but a creator and co-author

Module 4 · Framework for the Growth Strategy Engagement

Live Q&A + Personal Commitment Exercise

The growth engagement framework — integrating strategy, economics, and new engagement rules into one operating model
Change management realities — where CX initiatives stall, and how to design for resistance from Day 1
The transformation roadmap — what to commit to in the next 90 days, 6 months, and 12 months
Personal commitment — each participant leaves with one concrete action for the week ahead

What You Leave With From Session 1

A blueprint for building CX as a profit engine in your organisation
The 5 Ps of customer loyalty — and how to apply them immediately
The financial model for customer complete value and how to use it in board conversations
The new customer engagement framework for the AI-empowered era
A 90-day transformation roadmap — personalised during the session
One concrete action to take in the next 7 days

KATIE KING

Global AI Ambassador | Author | Board-Level Advisor

Session Date: October 2026 | 3 Hours + 30 Minutes Q&A

The Intelligent Edge: How AI Is Rewriting the Rules of Marketing, Sales & Customer Experience

Katie King's session picks up exactly where Lior's conversation ends — what happens when you add artificial intelligence to the equation of customer-centric transformation? The answer is not incremental improvement. It is a structural shift in how marketing, sales, and customer experience are conceived, delivered, and measured.

The organisations gaining ground today are not simply using AI tools. They are redesigning their commercial engines around intelligence — embedding AI into strategy, personalisation, decision-making, and customer engagement at every level.

Drawing on over 35 years of consulting experience across financial services, retail, FMCG, technology, and the public sector, Katie will explore four forces converging to reshape the future of marketing and customer experience.

Module 1 · The New Commercial Landscape — What AI-Native Marketing Looks Like

How AI has permanently changed the architecture of marketing and customer experience
Why the traditional marketing funnel is being replaced by adaptive intelligence systems
What the most forward-thinking CMOs are doing differently right now
The gap between AI ambition and AI execution — and how to close it
Where the real commercial value lies — and where the hype stops and execution begins

Module 2 · Agentic Commerce — The Autonomous Customer Journey

What agentic AI means for how customers discover, evaluate, and buy
How the purchase funnel is being replaced by autonomous decision-making
What marketing leaders must do now to stay visible in an agentic world
The implications for brand, content, SEO, and customer engagement strategy
Case studies of organisations already adapting to agentic commerce

Module 3 · Hyper-Personalisation at Scale — Real Relevance, Real Trust

How AI enables genuine one-to-one personalisation across millions of customers simultaneously
Moving beyond segmentation to real-time, context-aware engagement
The ethical boundaries of personalisation — and how to build trust through transparency
Practical examples from financial services, retail, and FMCG
How to build personalisation capability without losing the human connection that drives loyalty

Module 4 · From Data-Rich to Decision-Ready — AI-Powered Marketing Intelligence

Why most organisations are data-rich but insight-poor — and how to fix it
How AI transforms marketing analytics from reporting into prediction and prescription
Using AI to allocate budgets, optimise campaigns, and demonstrate board-level ROI
The leadership challenge of building a data-driven marketing culture
Katie's Scorecard for Success — assessing AI maturity and building a phased adoption roadmap

What You Leave With From Session 2

Katie's Scorecard for Success — a practical AI maturity diagnostic for your organisation
A phased roadmap from AI experimentation to enterprise-wide adoption
Actionable strategies for AI-powered personalisation, insight, and sales enablement
The strategic language and frameworks to align stakeholders and measure impact
A clear understanding of where the real commercial value lies — and where the hype stops
Confidence to lead AI-driven transformation with clarity and commercial focus

Who Will Benefit

This masterclass is designed for senior leaders who own, influence, or accelerate the customer growth agenda. It is most relevant for:

Chief Revenue Officers and Chief Customer Officers
Chief Marketing Officers and Marketing Directors
Chief Experience Officers and CX Directors
C-Suite Executives and General Managers with P&L responsibility
Chief Digital Officers and Chief Technology Officers
Customer Retention and Loyalty Leaders
Strategy and Transformation Officers
Brand, Product, and Growth Leaders
B2B Customer Experience Leaders
CEOs and MDs who want to make customer experience a true competitive advantage

Masterclass Expert

Lior Arussy

Global Customer Experience Strategist | Author | Transformation Advisor

Lior Arussy is one of the world's foremost authorities on customer experience strategy and transformation. Drawing on lessons from over 400 CX transformations - including Mercedes-Benz, Delta Airlines, Royal Caribbean, SAP, MasterCard, FedEx, and Johnson & Johnson - he has spent 25 years showing executives how to convert customer experience into measurable growth, retention, and competitive advantage.

He is the author of six acclaimed books on customer experience and leadership, and is widely regarded as one of the most rigorous and results-focused voices on CX transformation in the world. His work spans financial services, retail, hospitality, technology, and manufacturing across more than 20 countries.

SmartCEO Circle of Excellence Award - 2015

"Influential Leaders" Award - CRM Magazine, 2015

#2 Top Global Guru in Customer Service - Global Gurus

A Triple Threat of Transformation

One of the most provocative business thinkers I know

Katie King

Global AI Ambassador | Author | Board-Level Advisor

Katie King is one of the world's leading voices on AI strategy, digital transformation, and the future of marketing. A Global AI Ambassador, keynote speaker, and author of three books on AI including her latest AI Strategy for Sales and Marketing (Kogan Page, 2025) — Katie has spent over 35 years helping organisations across more than 20 countries turn the promise of technology into measurable commercial advantage.

Her client portfolio includes Unilever, Deloitte, Sanofi, Capital One, SAP, Canon, LinkedIn, and Cognizant. Her first book was listed as a reference source in the World Economic Forum's AI Leadership Toolkit for corporate boards. She is a member of the UK Government All-Party Parliamentary Group task force on AI adoption and sits on the Editorial Board of the AI and Ethics Journal.

Global AI Ambassador

Leading AI Strategist

Top 5 Influential Women to Follow

Top 10 Influencer in AI

Most Inspiring Women in Technology

AI Strategist Most Voted for by Community

Register Now Before It Gets Too Late This exclusive workshop is open for a very limited number of participants on first come first served basis.

₹ 30,000 per person
excluding GST Enroll Now

For more information and larger group registration, please contact:

Meghna Singh

+91 728 998 0507
meghna.singh@timesinternet.in

About Company

ETMasterclass offers a comprehensive portfolio of executive workshop, thought-leader masterclasses and university certifications to brush-up your skills and develop strategic edge your industry demands. Our programs are developed, designed, and delivered by industry experts, thought leaders and academicians to ensure hands-on experience.

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25 Years+

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Customer Experience in the Age of AI: The Intelligent Edge Masterclass