UX discourse is currently living through a paradox. At the same time that talk of better customer experience, AI-assisted design, and data-driven decision-making is accelerating, genuine understanding of the human being seems to be drifting ever further away. The problem is approached by adding tools, metrics, and intelligent systems, even though the foundation on which…
It is tempting to believe that the problems of customer experience can be solved with artificial intelligence. When language models are able to analyze vast volumes of feedback, produce fluent UX discourse, and simulate empathy, it creates the impression that understanding has finally been achieved. This impression, however, is misleading. The crisis of customer experience…
Customer experience measurement is often presented as a neutral activity. Metrics are assumed to describe reality as it is: customer satisfaction, service effectiveness, or the quality of interaction. This assumption, however, is misleading. Metrics do not merely describe reality; they actively shape what we come to recognize as experience in the first place. This is…
Customer experience has become one of the central discourses of contemporary organizations. It appears in strategies, roadmaps, metrics, and executive presentations. Yet rarely does anyone stop to ask what customer experience actually means today – or whether it still corresponds to the reality in which people live, act, and make decisions. I argue that the…