Stephane Girard , CTO of Digital CX , Capgemini

53 promote the movie Space Jam . Unlike a lot of these early sites , spacejam . com is still fully functional – someone even made it GDPR compliant – and offers a window into a time when , as IBM ’ s iX team put it , “ with no precedents to follow , creative directors , designers , writers and developers learned by doing .”

Over the past 25 years , the evolution of the customer experience ( CX ) on the world wide web has been seismic and epoch defining . Whether they ’ re bursting with colourful designs and interactive elements ( like the breathtakingly over the top experiences provided by Hypergiant Industries and Orano ) or exhibit all the cool minimalism of a scandanavian bedside table , website design as a way to attract , engage and retain customers has been elevated to an artform .

In 2019 , the ongoing mass adoption of artificial intelligence ( AI ) is causing a similar sea change in the CX space . IBM ’ s report on the evolving use of AI in CX elaborates : “ AI is unleashing

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