Why are Brands Still Failing Customers with Generic AI?

Do customers really dislike AI, or are they tired of poor AI experiences?In this CX Today interview, Francesca Roche speaks with Ali Fazal, Chief Marketing Officer at Gladly, about why many consumers are frustrated by AI in customer experience and what brands need to do differently.Drawing on findings from WordPress VIP’s Future of the Web 2026 report, Ali explores why 60 percent of consumers are turned off by brands using AI in marketing, why 86 percent verify AI-generated information against original sources, and how this reflects a deeper trust gap.The conversation looks at how brands often deploy AI for speed, cost reduction, or convenience, without asking whether the experience actually helps customers. Ali explains why that approach can damage trust, especially when AI produces generic content, inaccurate answers, or impersonal interactions.He also shares where AI can create real value: helping customers find the right product faster, providing better delivery updates, answering support questions more efficiently, and enabling more personalized service at scale.The discussion also covers where human support still matters most, particularly in emotionally sensitive, high-consideration, or complex customer moments. For CX leaders, the message is clear: successful AI strategy is not about replacing human service wherever possible. It is about knowing where automation improves the experience and where empathy, context, and human judgment are still essential.For more Customer Experience tech news visit https://www.cxtoday.com