Every wondered why humans on the other end of the phone need to access systems and perform tasks for you? What if AI could support new levels of customer experience, predict & understand your needs, and provide a dramatic improvement to our services, from airlines, banking, telco to government? How could virtual assistants use Large Language Models to uncover hidden business knowledge while focusing on user agency and privacy? Can virtual assistants embed fairness and safety for consumers as standard? Can augmented reality support customers in the moment to get things done and achieve higher levels of customer satisfaction. In this panel you will be joined by experts from consumer advocacy, responsible AI, data privacy & ethics & virtual assistants. If you are a digital professional and wish to use AI to improve customer experience join us to discuss the opportunity.