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As customer experience moves into 2026, the challenges facing organisations are no longer emerging trends but structural realities that require active leadership. Drawing on insight from the CCA Annual Review, CCA's councils and practitioner experience, t

In this session we preview early findings from CCA's Future Scenarios Project. A bold, year-long insight-led programme exploring what customer experience, service design, and organisational strategy could look like by 2030.

From creating effective prompts to generating follow-up correspondence, each use case shows how to derive tangible value from generative AI.