Transforming customer experience with responsible AI strategy

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Many organizations, says Sharbani Dhar , are missing the mark on AI by focusing too much on the technology instead of their true customer needs.

In a recent Insights Unlocked episode, Sharbani—CEO of dotinfinity and former design director at Australia Post—shared her insights on transforming customer experience by shifting from a “tech-first” to a “problem-first” mindset.

"A tech-first approach often leaves organizations playing catch-up, while a problem-focused approach ensures sustainable, impactful results," she said.?

In her conversation with UserTesting’s Louis Granger , Sharbani argues that design and research often get sidelined as transactional functions, which limits their potential to drive business outcomes. “It’s not just about making things look good – it’s about creating meaningful experiences that shape customer journeys and drive real impact,” she said.

As companies rush to implement AI solutions, Sharbani sees a disconnect in how they measure success. She cited a recent study showing that, while 63% of companies invest in AI-led initiatives, only 45% see measurable returns. “When you look at AI implementation, the question shouldn’t be, ‘What’s the latest technology?’ but rather, ‘What problem are we trying to solve?’” she explained.

?“When you look at AI implementation, the question shouldn’t be, ‘What’s the latest technology?’ but rather, ‘What problem are we trying to solve?’” — Sharbani Dhar

Sharbani also highlighted the importance of aligning AI initiatives with a company’s overall ecosystem and workforce. She explained that successful AI integration requires a well-rounded approach that includes partnerships, employee training, and ethical considerations, such as those outlined in the Australian government’s Responsible AI guidelines. “AI isn’t just about technology; it’s about building an ecosystem where each part—from governance to people—supports sustainable growth,” she said. Sharbani pointed to an example from a Canadian health insurer, which partnered with a supermarket chain to reward healthy customer choices. This collaboration, she noted, shows how AI can go beyond isolated solutions to create broader, positive impact when designed with the ecosystem in mind.

To help organizations, Sharbani has introduced the Responsible AI Canvas, a framework that guides companies through key stages like AI readiness, infrastructure, and execution. Designed by her team, the canvas helps companies evaluate whether AI is truly the right solution for their needs, considering organizational goals and customer priorities. “It’s a way to bring clarity and ensure AI initiatives aren’t just shiny new toys but solutions that deliver genuine value,” Sharbani noted.

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Sharbani’s approach extends to the metrics companies use. She cautioned against relying solely on Net Promoter Score (NPS), calling it a “false metric” for understanding customer loyalty. Instead, she urged organizations to adopt metrics that capture real engagement, trust, and business value. As she put it, “Keep the human in the process, and you’ll get far more out of any technology.

Listen to the full episode to hear more of their conversation.

What challenges or successes have you encountered with AI in enhancing customer experience? Share your thoughts in the comments—we’d love to hear from you!