Our new Global Standard of Responsible AI in Customer Experience: AICXS2025
Developed by the international Customer Experience Institute (ICXI), it empowers organisations to adopt AI in a way that is transparent, empathetic, inclusive and operationally sound.
Artifical Intelligence is reshaping how customers interact with businesses powering personalisation, automation and decision-making at scale. Yet without a clear standard, many organisations risk breaching trust, mismanaging data and delivering experiences that feel cold or biased.
Whether you’re a growing SME or a digitally advanced enterprise, AICXS2025 provides the clarity, structure and confidence to unlock the power of AI while protecting what matters most: customer trust.
10 Pillars of Responsible AI in CX
The ICXI Infinity Model underpins AICXS2025, guiding organisations across 10 ethical and operational pillars that ensure AI is applied with purpose, case and performance.
Visually, the AICX Infiniti Loop places AI and Humans at either end, with the 10 Pillars as connected touchpoints along the flow.
Who We Are
We are a global organisation committed to enhancing customer and employee experience across all service channels by helping organisations achieve world-class standards in Service Excellence and Employee Happiness and Wellbeing.
Founded in the United Kingdom in 2007, we continue to globally deliver innovative, results-driven solutions through our global partner network. Our solutions empower organisations to elevate their performance, improve engagement, and gain industry recognition through our trusted certification programs.
What We Do at ICXI
At ICXI, we are dedicated to helping organisations worldwide achieve excellence in customer experience and employee wellbeing through our innovative solutions. Our approach is built around three core pillars: Standards, Navigators, and Education Programmes, each designed to support businesses in their journey toward sustainable success.
ICXI Standards: A Framework for Excellence
Our globally recognised ICXI Standards provide organisations with a structured framework to achieve service excellence and employee wellbeing through certification by BSI . These standards are designed to help businesses implement best practices, meet global benchmarks, and continuously enhance their operations.
AI-Powered Navigators: Driving Insights and Improvement
Our AI-driven Navigators are cutting-edge tools that offer businesses actionable insights to measure and improve their customer and employee experience. These self-assessment tools provide a fast, affordable, and data-driven approach to evaluating organisational performance across critical areas.
Our Implementation Partners
Strategically positioned around the world, our Implementation Partners are able to assist you with all your CX and EX Implementation needs, just click on the map below to identify which of our global partners are nearest to you and start your journey in delivering Excellence in all aspects of Customer and Employee Experience.
