-- The Experience Group joined the CXO 2.0 Conference at the Bellagio Hotel & Casino from April 7 to 9, 2026, as a Bronze Sponsor and Exhibitor. The conversation TEG brought to the floor was the one most enterprise leaders are already having behind closed doors: the AI rollout is live, the dashboards look green, and the customers are quietly leaving anyway.
A behavioral design firm, TEG, defines the AI Experience Gap as the disconnect between AI’s intended function and real customer experiences. It drives 32% of customers away after one bad interaction and 92% after two or three, even when the technology works as designed. For companies heavily invested in AI and automation, this gap can turn expected ROI into a visible retention crisis by the next quarterly report.
TEG works with enterprises to close that gap. The firm’s methodology was proven on its own P&L before client deployment, generating $55 million in digital product sales, training 18,000 practitioners, and achieving activation improvements of 10x–30x above industry standards. For companies facing high churn or onboarding drop-offs, even modest activation gains can significantly reduce customer acquisition costs, as seen in a FinTech cohort that raised 60-day activity from 9% to 25%, cutting cost per active customer from $550 to $200 on the same acquisition spend.
At the conference, TEG's team worked through that math with C-suite executives one journey at a time, using the firm's Experience Gap Diagnostic to identify where each organization's highest-leverage interventions sit and which metrics those interventions move first.
Founder Marisa Murgatroyd, who developed the X-Factor Experience Design methodology and trained under behavioral design pioneers Yu-kai Chou (Octalysis) and BJ Fogg (Stanford Behavior Design Lab), reflected on the three days in Las Vegas, “The leaders we spoke with in Las Vegas already know their AI deployments aren't producing the retention numbers they promised the board. What they don't have yet is the diagnosis. Every industry is making the same mistake: designing AI around the company's needs instead of the customer's needs in the moment. The companies that figure that out first will own the next five years of their category. The ones that don't will keep wondering why their dashboards say green while their cohorts say goodbye.”
TEG continues to expand its enterprise practice through direct consulting engagements, the X-Factor Certification Program that embeds experience design capability inside client organizations, and the firm's Experience Gap Assessment, a focused diagnostic that identifies the highest-leverage intervention and the specific metrics it will move.
TEG's presence at CXO 2.0 reflects a shift in how the most strategic enterprises are thinking about AI. The question is moving from "what function can we replace?" to "what does the person on the other end of this interaction need from this moment?" Organizations that answer the latter close the activation gap, protect customer lifetime value, and turn customer experience into a measurable driver of retention instead of a disposable initiative.
About CXO 2.0 Conference
The CXO 2.0 Conference is a 3-day event for executives, entrepreneurs, and visionaries focused on leadership excellence, digital transformation, and organizational health. Featuring upcoming editions in Singapore, Dubai, and Las Vegas, the summit facilitates high-level networking, knowledge exchange, and partnerships shaping the future of industry leadership. For more information, visit www.cxo2conf.com.
Contact Info:
Name: Bhawna Banga
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Organization: CXO 2.0 Conference
Website: https://www.cxo2conf.com/
Release ID: 89193182
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