#841: NiCE CMO Michelle Cooper on the most common mistake brands make with AI and CX

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

The Agile Brand

Business, Marketing

4.9 • 113 Ratings

🗓️ 10 April 2026

⏱️ 20 minutes

🔗️ Recording | iTunes | RSS

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Summary

We've all been sold the dream of AI transforming the customer experience, but what if the most common approach is actually making it worse? Agility requires more than just implementing new technology; it demands a deep understanding of the human interactions that technology is meant to support. It’s about adapting your tools and processes to enhance human judgment, not just automate it. Today, we're going to talk about moving beyond the hype of AI in customer experience. We'll explore how to ground an AI strategy not in the technology itself, but in the real, human moments that define a brand, and discuss why empowering your frontline team might be the most critical, and overlooked, component of a successful CX transformation. To help me discuss this topic, I'd like to welcome, Michelle Cooper, CMO at NiCE. About Michelle Cooper Michelle Cooper on LinkedIn: https://www.linkedin.com/in/michelleleecooper/ Resources NiCE: https://www.nice.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:00.0	We've all been sold the dream of AI transforming the customer experience, but what if the most
0:05.1	common approach is actually making it worse? Agility requires more than just implementing
0:10.6	new technology. It requires a deep understanding of the human interactions that technology
0:15.7	is meant to support. It's about adapting your tools and processes to enhance human judgment, not just automate it.
0:22.6	Today we're going to talk about moving beyond the hype of AI and customer experience.
0:26.6	We're going to explore how to ground an AI strategy in not just the technology, but in the real human moments that define a brand,
0:34.6	and discuss why empowering your frontline team might be the most critical
0:38.0	and overlooked component of a successful transformation.
0:43.7	Welcome to Season 8 of the Agile Brand podcast.
0:46.7	This season, we're going all in on expert mode MARTEC, AI, and customer experience,
0:51.4	talking with the people and platforms behind the brands you know and love.
0:54.9	Again, I'm your host, Greg Kilstrom, and I helped Fortune 1000 companies make sense of
0:59.2	Martec, AI, and marketing ops. Hit subscribe or follow to make sure you always get the latest episodes,
1:04.7	and leave us a rating so others can find us as well.
1:07.9	And make sure you check out our sponsor Tech Systems, an industry leader in full-stack
1:11.8	technology services, talent services, and real-world adoption. For more information, go to
1:17.2	techsystems.com. Now let's dive in. To help me discuss this topic, I'd like to welcome
1:24.0	Michelle Cooper, CMO at Nice. Michelle, welcome to the show. Greg, thank you so much for having me. Yeah, looking forward to talk about this with you. Before we dive in, though, why don't you give a little background on yourself and your role at Nice? Absolutely. So as you mentioned, I'm the CMO of Nice. I've been in my position about eight months. So it's been a world win of a cycle. But it is so great to be on kind of
1:48.4	the front lines of really helping our customers transform their customer experiences.
1:54.6	Love it. Well, yeah. And we're going to talk about quite a few things here, but I want to start
2:00.0	with really the strategic look at things
2:02.3	and kind of reframing this AI and CX strategy. And so you've stated that many AI initiatives in CX
	...

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