This year’s CCW UK Summit brought together over 400 customer experience leaders, innovators, and pioneers for three transformative days of inspiration, insight, and connection.

Designed around the theme Breaking Silos, Building Unification, the Summit redefined what it means to lead the experience landscape today. Trailblazing brands like adidas, HSBC, British Gas, Octopus Energy, LNER, and Bolt didn’t just share their strategies – they challenged the industry to rethink its core assumptions.

What we learned:

• AI is everywhere – and it’s emotional now. From AI tools tuned to local nuance to self-service that defuses stress, leading brands are using AI to scale empathy – not just efficiency.

• CX now belongs in the boardroom. No longer a support function, CX is a vital strategic growth engine – and leaders are proving it with measurable outcomes.

• Frontline is the future. Human connection remains irreplaceable. Empowered agents are becoming CX ambassadors – resilient, strategic, and brand-defining.

• Design with intent, backed by intelligence. Real-time data is the fuel behind modern service models that do more than respond – they anticipate and turn every interaction into a competitive edge.

Workshops. Masterclasses. Fireside chats. Every moment of the Summit reinforced a single truth: The future of CX is cross-functional, human-centric, and built on insight. Download our Wrap-Up Report to unpack the essence of the event.