AICX Association Establishes 'New AI Customer Experience Creation Committee' to Redesign CX for the AI Era, Begins Recruiting Participating Companies
The AICX Association has established a committee to redesign customer experience (CX) across industries for the AI agent era. By creating implementation guidelines and frameworks for ensuring company information is correctly interpreted by AI, they aim to strengthen competitiveness in the AI age.
📋 Article Processing Timeline
- 📰 Published: April 29, 2026 at 00:00
- 🔍 Collected: April 28, 2026 at 15:31
- 🤖 AI Analyzed: April 28, 2026 at 16:13 (41 min after Collected)
Joint Chairs Ryuji Yajima and Tomoyuki Shiga Appointed | Leading the Redesign of Customer Touchpoints Across Industries
The AICX Association (Headquarters: Shinjuku, Tokyo; Representative Directors: Shin Oguri / Kensuke Ozawa) has established the 'New AI Customer Experience Creation Committee' to redesign the structure of customer experience (CX) across industries in the age of AI agents and has begun recruiting the first phase of participating companies.
This committee aims not only to be a place for sharing case studies and exchanging information but also to redefine the nature of customer touchpoints in the AI agent era and to jointly build common design philosophies, practical frameworks, and implementation guidelines.
Background of Establishment: What Will Happen to Companies?
In an era where AI agents intervene in purchasing decisions, merely 'being chosen by humans' is not enough. If a company's information is not correctly read by AI, it will not even be considered for comparison. It is difficult for a single company to face this structural change alone. There is a need to create common recognition and design philosophies across industries now.
Currently, many companies are working to enhance customer touchpoints using AI, but most efforts remain within the scope of individual optimization and do not respond to structural changes in customer behavior.
Meanwhile, with the spread of AI agents, customer behavior has already begun to change structurally:
- Transition to a structure where 'selection happens before nomination' through search, comparison, and selection via AI.
- Companies whose product and service information is not correctly interpreted by AI will not even be entered into the comparison.
- The importance of 'resolution processing' increases as a value criterion for inquiry and support touchpoints, beyond just 'ease of connection' or brand formation.
- Customer touchpoints fragmented by department will not be optimized for AI, losing overall competitive strength in the experience.
In response to this change, if companies design customer touchpoints as an extension of conventional methods, they risk having the touchpoints themselves seized by other companies or platforms.
Why Is an Industry-Wide Effort Necessary Now?
While many companies are working on similar themes, several challenges remain:
- Lack of common recognition regarding future customer behavior.
- Discrepancies in direction as each company proceeds with its own design.
- Optimization remains at the departmental level, failing to reach an overall design.
In the AI era, customer experience is a management theme that should be redesigned across departments. Cross-industry understanding of the structure and design is essential rather than optimization by individual companies.
Positioning of This Committee: From 'Thinking by Each Company' to 'Designing by the Industry'
This committee aims to capture changes in customer experience across industries, define common design philosophies, and formulate implementation guidelines applicable to practice. It is not just a study group or a place for interaction, but a 'place for joint design' directly linked to the practical work and management decisions of each company.
In this committee, customer experience will be organized into the following three layers for discussion using a common language:
1. CX (Customer Experience): How will customers behave and what will they naturally expect?
2. Technology: What elements, such as AI agents, protocols, and data design, realize these changes in experience?
3. EX/Operations: How should the organization, operations, and talent that support that experience be?
The focus is always 'CX from the customer's perspective.' This structure will organize which touchpoints are highly compatible with automation and where human intervention creates value.
Main Initiatives of the Committee
The committee will integratedly promote the redesign of customer experience from three perspectives: 'Hypothesis Construction,' 'Structuring,' and 'Implementation Guidelines,' embodying them in forms applicable to the practical work of each company.
1. Hypothesis Construction of Customer Behavior Changes
Organize changes in search, comparison, purchase, and support in the AI agent era to clarify changes in customer expectations and decision-making processes. Also, materialize information design and metadata requirements to become a 'company chosen by AI,' forming a common recognition as a strategic premise for each company.
2. Structuring of the CX Redesign Framework
Starting from the definition of CX from the customer's perspective, build a common framework based on the three-layer structure of CX, technology, and EX. Systematize As-Is/To-Be organization, cross-departmental design perspectives, and the division of roles between humans and AI as a CX redesign template for companies.
3. Maintenance of Implementation Guidelines and Decision-Making Bases
Formulate guidelines for data design, customer touchpoint design, and operational design, materializing them as AI agent compatibility checklists and customer touchpoint design guidelines. Additionally, publish a white paper systematizing industry-wide knowledge in about six months to provide it in a form usable for each company's practical and management decisions.
Furthermore, the knowledge accumulated during the discussion process...
The AICX Association (Headquarters: Shinjuku, Tokyo; Representative Directors: Shin Oguri / Kensuke Ozawa) has established the 'New AI Customer Experience Creation Committee' to redesign the structure of customer experience (CX) across industries in the age of AI agents and has begun recruiting the first phase of participating companies.
This committee aims not only to be a place for sharing case studies and exchanging information but also to redefine the nature of customer touchpoints in the AI agent era and to jointly build common design philosophies, practical frameworks, and implementation guidelines.
Background of Establishment: What Will Happen to Companies?
In an era where AI agents intervene in purchasing decisions, merely 'being chosen by humans' is not enough. If a company's information is not correctly read by AI, it will not even be considered for comparison. It is difficult for a single company to face this structural change alone. There is a need to create common recognition and design philosophies across industries now.
Currently, many companies are working to enhance customer touchpoints using AI, but most efforts remain within the scope of individual optimization and do not respond to structural changes in customer behavior.
Meanwhile, with the spread of AI agents, customer behavior has already begun to change structurally:
- Transition to a structure where 'selection happens before nomination' through search, comparison, and selection via AI.
- Companies whose product and service information is not correctly interpreted by AI will not even be entered into the comparison.
- The importance of 'resolution processing' increases as a value criterion for inquiry and support touchpoints, beyond just 'ease of connection' or brand formation.
- Customer touchpoints fragmented by department will not be optimized for AI, losing overall competitive strength in the experience.
In response to this change, if companies design customer touchpoints as an extension of conventional methods, they risk having the touchpoints themselves seized by other companies or platforms.
Why Is an Industry-Wide Effort Necessary Now?
While many companies are working on similar themes, several challenges remain:
- Lack of common recognition regarding future customer behavior.
- Discrepancies in direction as each company proceeds with its own design.
- Optimization remains at the departmental level, failing to reach an overall design.
In the AI era, customer experience is a management theme that should be redesigned across departments. Cross-industry understanding of the structure and design is essential rather than optimization by individual companies.
Positioning of This Committee: From 'Thinking by Each Company' to 'Designing by the Industry'
This committee aims to capture changes in customer experience across industries, define common design philosophies, and formulate implementation guidelines applicable to practice. It is not just a study group or a place for interaction, but a 'place for joint design' directly linked to the practical work and management decisions of each company.
In this committee, customer experience will be organized into the following three layers for discussion using a common language:
1. CX (Customer Experience): How will customers behave and what will they naturally expect?
2. Technology: What elements, such as AI agents, protocols, and data design, realize these changes in experience?
3. EX/Operations: How should the organization, operations, and talent that support that experience be?
The focus is always 'CX from the customer's perspective.' This structure will organize which touchpoints are highly compatible with automation and where human intervention creates value.
Main Initiatives of the Committee
The committee will integratedly promote the redesign of customer experience from three perspectives: 'Hypothesis Construction,' 'Structuring,' and 'Implementation Guidelines,' embodying them in forms applicable to the practical work of each company.
1. Hypothesis Construction of Customer Behavior Changes
Organize changes in search, comparison, purchase, and support in the AI agent era to clarify changes in customer expectations and decision-making processes. Also, materialize information design and metadata requirements to become a 'company chosen by AI,' forming a common recognition as a strategic premise for each company.
2. Structuring of the CX Redesign Framework
Starting from the definition of CX from the customer's perspective, build a common framework based on the three-layer structure of CX, technology, and EX. Systematize As-Is/To-Be organization, cross-departmental design perspectives, and the division of roles between humans and AI as a CX redesign template for companies.
3. Maintenance of Implementation Guidelines and Decision-Making Bases
Formulate guidelines for data design, customer touchpoint design, and operational design, materializing them as AI agent compatibility checklists and customer touchpoint design guidelines. Additionally, publish a white paper systematizing industry-wide knowledge in about six months to provide it in a form usable for each company's practical and management decisions.
Furthermore, the knowledge accumulated during the discussion process...