From CX to BX: Designing Branded Experiences That Resonate in the Age of AI

Creativity Stage

In an era where AI is reshaping not only how we operate but how we connect, the shift from Customer Experience (CX) to Branded Experience (BX) is more than semantics-it’s a strategic imperative. This fusion-what we call “BX”-is the defining paradigm for 2026. Join Tom Ajello, Senior Partner at Lippincott, Jill Cress, Chief Experience & Marketing Officer at H&R Block and Bethany Eppner, Head of Global Business Marketing at Fandom as they bring this transformation to life.

Speakers

Key Takeaways

  1. 1.Exploring how marketing, CX, and creative strategy converge to foster experiences that aren't just seen, but felt-driving business growth by creating emotional resonance alongside efficiency.
  2. 2.Crafting signature, soul-infused moments within brand systems-whether digital or physical-that feel human, compelling, and authentically you.
  3. 3.Understanding why trust is no longer a one-off message, but a continuously audited system powered by AI-and how misalignment is instantly visible to consumers (and to AI).