What is Artificial Intelligence? 

Artificial Intelligence is defined in the Masterclass as a prediction technology—a system that reduces uncertainty by estimating outcomes based on data. In CX, AI shifts measurement from retrospective surveys to predictive and prescriptive analytics. 

Three types are emphasized: 

• Generative AI: Fills gaps in customer data (e.g., predicting missing NPS scores). 

• Predictive AI: Forecasts churn, upsell, or retention likelihoods. 

• Prescriptive AI: Recommends next-best actions or nudges to change future outcomes. 

In the Customer AI Masterclass (Unit 0.1 and Unit 2.3), AI is presented as both a decision support tool and a unifying framework for CX, Customer Success, and RevOps leaders.