Beyond AI-Enhanced – What It Really Means to Be AI-Native

Rob Scott sits down with Jami Ferguson, VP of Product at SMG, to explore what it truly means to be an AI native organization. Far from surface-level automation, this is about structural transformation—where AI doesn't just enhance, it drives, adapts, and evolves customer experience strategy from the ground up.If you're tired of AI hype with little delivery, this conversation will cut through the noise and show what real change looks like.Key discussion points:AI-native vs. AI-enhanced: Why architecture—not just features—matters.The data dilemma: Why clean, unified data is the linchpin of AI success.Agents in action: How real-time AI workflows boost guest recovery and CX outcomes.Human-first AI: Why native AI enables more human experiences—not fewer.Want to see how true AI-native platforms deliver real-time value across customer experience touchpoints?Visit smg.com to explore the Ignite® platform in more detail.Stay informed—subscribe to CX Today for the latest in AI, CX, and digital transformation insights.