These front runners differ in many ways; they discuss a set of key practices they should follow to differentiate themselves while building a customer experience strategy for an AI-driven environment. They aim for a holistic approach to deploying AI in customer experience. So how should organisations augment their customer experience processes for an AI world? Front runners keep their consumers at the centre of their AI initiatives, as opposed to other organisations more focused on factors such as cost and ROI. They are also more likely to focus on the impact on the customer experience and the applications consumers prefer.