Your Customer Is Your AI Strategy

Forbes

2 days ago

Talbott Roche, CEO and president of Blackhawk Network (BHN).
Imagine you just lost a customer—not because your technology failed, but because your AI was optimized for efficiency instead of experience.
In the race to deploy agentic AI—systems that act on behalf of users—we have an unprecedented opportunity to create more human-centered experiences. I have found that the companies that use AI effectively aren't those with the most sophisticated algorithms, but rather those who leverage technology to make their customers feel more valued, understood and empowered.
I've led a company through startup growth, scaled it globally and steered more than thirty acquisitions, and one thing has always held true: Innovation only works when it works for people. The customer isn't an input to your strategy—they are the strategy.
Now, as AI promises to drive personalization, optimization and automation at scale, I believe it's never been more important to anchor our innovations in human needs. Because breakthrough technology alone isn't what builds category-defining companies—customer-centric innovation is.
Put customers at the center of AI.
Let me show you what putting customers at the center of AI looks like in practice: Imagine you need a housewarming gift for friends who just moved across the country. Instead of browsing endless product pages, you simply type "thoughtful gift for new homeowners who love cooking and have a small apartment" into your favorite retailer's search bar. In seconds, you're presented with curated options that actually make sense—a compact herb garden that fits on a windowsill, a gift card to a specialty olive oil club or a set of space-saving nesting bowls.
This is sophisticated technology designed around the human desire to find the perfect gift without the overwhelming paradox of choice. The AI isn't replacing your decision making; it's amplifying your intent, expanding your possibilities and respecting your time. I believe this is the future of customer-centered agentic AI—not technology that makes decisions for people, but technology that empowers people to make better decisions for themselves.
So, how can businesses build with customers at the center? Here are three guiding principles I've seen drive exceptional results:
1. Design AI that solves real customer problems.
In order to be effective, these AI solutions should feel invisible. They should remove friction in a way that feels natural—not disruptive, not intrusive and never self-serving.
Unfortunately, too many tech innovations today feel like technology searching for a purpose. We learned this lesson when we developed a scan-to-buy product in physical retail years ago. The technology was impressive, but it created more complexity than it removed. If the customer is already in the store, asking them to scan a QR code to open an app to complete a transaction isn't a better experience—it's just more steps. It became clear we needed to step back and rethink—not abandon—the approach.
By listening to customers, we redesigned the experience to meet their expectations and placed QR codes directly on product packaging, giving shoppers instant access to product information or purchase options without extra steps. It delivered what they wanted—digital convenience without hoops to jump through.
That's why every AI initiative should start with a customer-centered question: "What meaningful problem are we solving for the people we serve?" When you stay focused on enhancing the customer experience, your technology can be more than smart—it can be significant.
2. Enhance human capabilities—don't replace them.
The best AI doesn't minimize human involvement, but rather maximizes human potential.
In retail, for example, I've found that some of the most valuable moments come from discovery—from exploring, finding unexpected treasures or connecting with a brand in ways that feel personal and meaningful. AI shouldn't eliminate these moments; it should create more opportunities for them to happen.
Think about your own digital experiences. When you search on Google, you explore different perspectives. You evaluate options. You make connections between ideas. That active engagement creates value. When AI removes this involvement, it might save time, but it might also diminish the quality of the experience.
As innovators, we must resist the urge to over-automate. A shopping experience that understands my preferences well enough to surface relevant options? Valuable. One that removes every choice, every moment of discovery, every opportunity for me to express myself? That's not advancement—that's regression.
We're not here to create technology that replaces human experiences. We're here to build technology that makes human experiences more rewarding.
3. Give customers meaningful control.
AI can personalize experiences, predict behavior and take actions on a customer's behalf. But if your customer doesn't understand what's happening—or worse, feels managed rather than empowered—you can lose their engagement instantly. In every digital experience you create, ensure the customer knows exactly what's happening.
In my experience, when customers feel in control, engagement flourishes. When they feel like passive recipients of automated decisions, even the most sophisticated technology will fail to create lasting value. Transparency isn't just a feature—it's how we demonstrate respect for the people we serve.
Keep humans at the center of every algorithm.
AI will likely transform our industry in ways we're only beginning to imagine. But amidst this transformation, one truth remains constant: People want to feel seen, understood and valued.
If you design AI systems that put customers at the center, you can create unprecedented value—for the people you serve and for your business. If you optimize for technology alone, you may miss the greater opportunity to transform not just what you can do but also what your customers can experience.
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