Which description best captures the purpose of AI in TELUS Digital's CX strategy?

• A. To replace human agents entirely.
• B. To achieve measurable outcomes and improved efficiency in CX.
• C. To automate all tasks regardless of context.
• D. To avoid collecting data.

Answer: (B)

The purpose of AI in TELUS Digital's CX strategy is to drive measurable improvements in customer experience and operational efficiency. AI helps turn data into actionable insights, enabling faster, more personalized interactions and scalable support. It augments human agents by handling routine inquiries, routing complex issues to the right people, and surfacing guidance that speeds resolution, while still relying on human judgment for nuanced or empathetic situations.

This approach is about delivering tangible outcomes—such as higher CSAT, better first contact resolution, lower time to resolution, and reduced cost to serve—rather than aiming to replace people or automate everything without consideration of context. Data collection and analysis are essential so AI can learn, adapt, and continuously improve the customer experience. Automating all tasks without regard to context would harm CX, not improve it.

So, the description that fits best is that AI is used to achieve measurable outcomes and improved efficiency in CX.