What if the key to better AI in CX isn’t just what it does—but when it does it?
In the session, “AI for CX: Left of Ask vs. Right of Ask,” Adam Elkins, Director of CX at Matrix Networks, shared a practical new way to think about where AI fits into your CX journey—before the customer ever asks for help (left of ask) and after they’ve made contact (right of ask).
Moderated by Scott Logan, CMO of AmplifAI, this session provided a field-tested framework for aligning AI tools to real CX processes—from self-service containment to post-call coaching.
The discussion featured:
Key topics included:
If you’re exploring how to incorporate AI into your customer experience strategy but aren’t sure where to begin—or when to act—this session was designed for you. You’ll benefit from the insights shared by Adam Elkins if you are:
This session breaks down the AI landscape into clear, actionable phases so you can move forward with confidence—regardless of where you are in your journey.
Elkins introduced a fresh framework inspired by military and cybersecurity strategy: “left of boom” vs. “right of boom.” In the CX world, the “boom” is the customer ask—that moment of contact.
This framework provides clarity in a crowded AI marketplace by breaking down solutions based on when they activate in the customer journey. It helps CX leaders think strategically, not reactively, and gives AI adoption a structure that’s easy to map to real needs.
In a standout demo, Elkins played a real AI voice assistant interaction from Augusta Lawn Care. “Max,” the digital agent, seamlessly walked a customer through a full lawn service intake call—capturing urgency, confirming preferences, and providing next steps.
What set this apart wasn’t just the automation—it was the tone and delivery. Max paused naturally, used empathetic phrases, and even adjusted for urgency in the conversation.
The key insight: AI containment isn’t about replacing humans—it’s about meeting customer expectations with personality and polish. The tech is finally capable of not just resolving tickets, but reinforcing your brand voice and trust.
When asked where they’re focusing AI efforts, attendees didn’t choose flashy bots or futuristic tools—they chose agent productivity.
This includes:
These solutions are easier to implement than full automation and have an immediate impact on agent morale and customer outcomes. They also help teams build AI fluency, setting the stage for more advanced use cases down the line.
Elkins and Logan agreed: If you’re not ready for AI-powered deflection, start here. It builds confidence and delivers clear ROI without overhauling your entire CX model.
In a space with over 1,000 CX technology vendors, Elkins stressed the importance of defining the problem before choosing the solution.
Rather than starting with what AI can do, he advised leaders to begin by identifying specific gaps:
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Many companies hesitate to adopt AI because their CX data is disorganized—scattered across platforms, unstandardized, or outdated. Elkins acknowledged this as a common but solvable challenge.
Logan added that platforms like AmplifAI are built to handle messy data—integrating inputs from CCaaS platforms, QA systems, surveys, and even custom flat files. The goal is to normalize data for performance visibility, not force clients into rigid structures.
The takeaway? You don’t need “perfect” data to start your AI journey. With the right partner, AI can help you make sense of the chaos and create a strong foundation for performance improvement and automation.
This session offered a clear roadmap for navigating CX AI—from the first inquiry to the post-call insight. With a framework that resonates, examples that inspire, and a partner model that supports your reality, this session made one thing clear: AI works best when it’s deployed with intention.
Want to see where your “left of ask” and “right of ask” opportunities are hiding? Start with the conversation—not the tech. Then scale from there.
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