The Dual CX library
Reading from the wider network.
A growing collection of writing on agentic commerce, contact centre readiness, the business case, and how to design service when your customers arrive with AI. Filter by topic below, or add to the conversation.
The transparency deadline has passed. What Article 50 actually changes for a contact centre.
Article 50 of the EU AI Act came into force on 2 August 2026, with the Commission's final guidelines adopted on 20 July. A working note for contact centre leaders: what changes on the queue, what a leader needs on the record now, and how the transparency logic reads across to Modes 3 and 4.
Maria McCann
Neos Wave · August 2026
The CX blind spot that's going to cost you: introducing Dual CX
The framing piece. Why the customer is now the second designer of your service, and what CX, service, and product leaders need to see before they finish their next AI roadmap.
Maria McCann
Neos Wave · 2026
The moment trust breaks: inside Jess's escalation
The customer-side story of an agentic commerce failure. Operating models have to account for what customers actually experience when AI transactions go wrong.
Martin Hill-Wilson
Brainfood Consulting · May 2026
The AI called the contact centre. Nobody knew.
We built a customer-side AI voice agent and pointed it at a real UK contact centre. Three calls, three human agents, none detected it. The surprise wasn't verification, it was that the AI set the temperature of the interaction.
Neos Wave
Field test · ID 003 · March 2026
Why the modes matter: reading Dual CX from the floor
A shorter working note on the four modes, and why the interesting conversations right now sit in Modes 3 and 4, the ones where the customer brings AI to the interaction.
Maria McCann
Neos Wave · 2026
One message. No phone calls. 4.2 seconds to resolution.
What happens when a customer's AI contacts a brand's AI directly, and both parties speak the Service Handshake. Aligned handshakes resolve in seconds; misaligned ones escalate cleanly with full context inherited.
Neos Wave
Mode 4 demo · 2026
CX Is Dying? Verdict: wrong diagnosis, right symptom
Rebuts the 'CX is dying' headlines: it's the bolt-on measurement version of CX that's dying, while CX as strategic operating philosophy is intensifying.
Martin Hill-Wilson
Brainfood Consulting · June 2026
Machine Customers and the Future of Customer Service
CX Foundation's primer on machine customers, delegated AI assistants, autonomous procurement, multi-agent networks. Features Maria on the Dual CX framing and why both customer and brand now design the interaction.
Charlie Mitchell
CX Foundation · May 2026
Features Maria McCann · Neos Wave
The Four Conversations Nobody Is Having Together
Agentic commerce is outpacing the operating, governance, and dispute models needed to make it trustworthy, and customer contact is feeling the gap first.
Martin Hill-Wilson
Brainfood Consulting · May 2026
How to Use the Agentic AI Readiness Assessments
Practical guide for CX, Ops, and Digital leaders on applying Brainfood's 12-dimension readiness assessments, moving from AI awareness to a sequenced action plan.
Martin Hill-Wilson
Brainfood Consulting · May 2026
The seventh dimension: the dispute gap nobody has solved
As Universal Commerce Protocol adoption accelerates, contact centres remain unprepared for the dispute-handling gap created by agentic transactions.
Martin Hill-Wilson
Brainfood Consulting · May 2026
Six readiness dimensions your contact centre needs now
Opens Brainfood's agentic commerce series, UCP's 2026 expansion means agentic commerce is operationally relevant to contact centres now, not later.
Martin Hill-Wilson
Brainfood Consulting · May 2026
The transaction ended. The liability didn't.
The regulatory dimension of agentic commerce, UK CMA, GDPR, and EU AI Act obligations already enforceable against AI-mediated transactions.
Martin Hill-Wilson
Brainfood Consulting · May 2026
MAS at Scale: When Multi-Agent Systems Become a Systems Problem
Multi-agent systems shift AI risk from individual task errors to systemic, organisation-wide coordination problems. An executive framing.
Martin Hill-Wilson
Brainfood Consulting · April 2026
What Kind of AI Pilot Are You Really Running?
A diagnostic framework, stage, objective, design archetype, agency type, measurement, for figuring out what your AI pilot is actually testing.
Martin Hill-Wilson
Brainfood Consulting · April 2026
We audited 100 UK brands. None were ready.
A field audit across 17 sectors. Zero brands had a published AI-interaction policy. 73% had no fallback path when a customer's AI reached them. The gap isn't technology, it's design and governance.
Neos Wave
State of Dual CX · Q1 2026 · Q1 2026
Why AI's Productivity Pay-off Is Lagging, And What To Do About It
The AI productivity paradox isn't a technology problem. It's a failure to redesign work, decisions, and governance around AI.
Martin Hill-Wilson
Brainfood Consulting · March 2026
CX Leadership In The Age of AI
AI is disruptive to every business unit's transformation agenda. The readiness actions CX leaders have to take first.
Martin Hill-Wilson
Brainfood Consulting · February 2026
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