James Johnstone writes about how organisations can use artificial intelligence in ways that genuinely improve customer experiences and drive meaningful results, rather than simply adding another layer of technology. His work focuses on the gap between AI promise and AI reality, showing how projects can fail when they ignore what customers actually do, feel and need.

By exploring the importance of understanding customer behaviour before rolling out automation, Johnstone highlights common pitfalls such as digitising broken processes, chasing hype instead of value, and overlooking real pain points. Readers can learn how to frame AI initiatives around customer outcomes, design better journeys, and make smarter investment decisions that deliver measurable impact.