AICXS25 – Global Standard for Artificial Intelligence in Customer Experience

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.

Visually, the AICX Infiniti Loop places AI and Humans at either end, with the 10 Pillars as connected touchpoints along the flow

The Loop Symbolises

• Responsiveness (adapting to changing needs)
• Ethical circularity (no point of failure)
• Collaborative excellence (AI supports humans, not replaces them)

Each pillar supports a maturity framework that organisations can use to asses their current AI-CX practices, identify risks, and build a roadmap to trust-led, human-centred innovation.

ISO/IEC 42001 is the global management system standard for AI risk, compliance, and internal controls. It governs how AI is handled across the entire enterprise.

AICXS, on the other hand, focuses exclusively on customer facing AI where trust is won or lost. From chatbots and voice assistants to AI-led personalisation and automation, AICXS2025 ensures AI in CX is safe, human-aware, and aligned with customer outcomes.

Together they form a powerful combinaton: ISO 42001 manages the ‘how’ of AI governance; AICXS2025 certifies the ‘why’ and ‘where’ of customer-facing use.

For those seeking further recognition, AICXS2025 can be used as a structured pathway toward formal BSI certification.

|mplementing AICXS2025 is straightforward especially for SMEs.

Organisations can being with the AICXS2025 Navigator, a simplified version offering a responsible sample of the full questions as a self-assessment to identify potential readiness.