Using AI to Generate Insights from the Customer Say-Do Gap

Interviews and surveys tell one story. Usage, renewal, and churn data tell another. For CX leaders, AI’s highest-value role is finding the insights hidden in that mismatch and acting on them.

Most teams now use AI tools for customer insight in a fairly straightforward way: they take interviews, surveys, and call transcripts and turn them into a summary analysis with key takeaways—a neat way to save time and cover vast amounts of data. Recent work on scaling qualitative research with AI is largely about doing exactly this.

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Using AI to Generate Insights from the Customer Say-Do Gap

Interviews and surveys tell one story. Usage, renewal, and churn data tell another. For CX leaders, AI’s highest-value role is finding the insights hidden in that mismatch and acting on them.