Arnie Guha, Ph.D. is a Partner and Head of the User Experience Strategy and Design practice at Phase 5, an insights consultancy that helps organizations Make Bold Decisions across Brand, CX, UX, and Innovation.
At Phase 5, Arnie leads multidisciplinary teams focused on the human impact of emerging technologies, including the development of the TAR Framework (Trust, Alignment, Recourse) to ensure AI systems remain intelligible, aligned, and challengeable.
Arnie also serves as Chair of the Advisory Board at Green College (UBC), and Chair of the John B. Aird Gallery, and is Past President of The National Club, Toronto. He is the creative visionary behind Acid4Yuppies, a multidisciplinary art project exploring perception, experience, and consciousness through lightboxes, silk accessories, interior design, and immersive installations.
Day 1: Nov 12, 2025
Day 2: Nov 13, 2025
2:30 pm
INDUSTRY EXPERT: INVISIBLE INTERFACES, VISIBLE IMPACT
Measuring Brand & CX When AI Owns the Outcome
Invisible interfaces change the drivers of brand perception, measure in place of interaction satisfaction, and integrate outcome-level metrics into brand tracking and journey analytics.
Leave with a practical measurement framework to protect brand equity and CX in an era where AI is the unseen interface and the quality of its decisions is the experience.
- Diagnose brand and CX risks when the interface disappears and outcomes become the primary touchpoint.
- Redesign measurement programs to include outcome-level metrics: perceived fairness, decision clarity, brand alignment, and recourse confidence.
- Integrate new metrics into trackers and journey maps to detect trust erosion before it shows up in churn or complaints.
- Link insights to governance so AI-driven outcomes remain on-brand, aligned with purpose, and defensible.
