When asked to describe the Customer AI Masterclass in one word, Björn Kälin, Managing Partner at morethentic ltd and former Global Head of Customer Insight at Holcim, didn’t hesitate: “Unavoidable.”

Kälin, who has led global CX and analytics initiatives across heavy industry and B2B manufacturing, says the course represents a necessary step forward for leaders navigating data, digital transformation, and customer growth.

“If you want to be up to speed on what’s happening in terms of data, in terms of better understanding customers, in terms of how you want to improve your business, then that course is unavoidable,” Kälin said.

As someone who has seen firsthand the limitations of legacy customer measurement programs, Kälin views Customer AI as a pivotal evolution. Rather than relying on sporadic surveys or backward-looking metrics, it enables organizations to predict attitudes, behaviors, and financial outcomes with precision.

In the Customer AI Masterclass Lesson 0.1, learners explore this foundation—how artificial intelligence predicts customer attitudes and future behaviors to improve customer lifetime value. Lesson 2.3 then expands on the three types of AI—generative, predictive, and prescriptive—that power modern customer analytics. Finally, Lesson 5.4 introduces the Customer AI Action Framework, showing how insights translate into real organizational change.

 

“Customer AI fills the gap between understanding customers and acting on it,” Kälin noted. “It connects the dots between what data tells you and how you actually grow.”

 

For executives like Kälin, the Masterclass serves both as a technical foundation and a leadership accelerator. It helps translate AI and analytics into business terms that drive measurable ROI and transformation across CX, CS, and RevOps teams.

Takeaway:

Customer AI isn’t a buzzword—it’s becoming table stakes. As Kälin puts it, the choice is simple: adapt to predictive leadership or fall behind.