In an AI-driven world where algorithms optimise almost everything, the real competitive advantage may lie somewhere unexpected: customer experience. In this live edition of the Uncensored CMO podcast, international guest Jon Evans explores why the future of brand differentiation will be deeply personal. AI will perfect the 95% of customer experience that needs to be fast, efficient and frictionless, but the brands people remember will win in the other 5%: the personalised, surprising, generous and emotional moments that feel human. As commerce moves towards agentic AI and autonomous buying, a new question emerges: when machines are making more decisions for customers, how do brands still create experiences people actually care about? Joined by Chief Marketing Officers Jamie Domenici (Klaviyo), Brent Smart (Telstra) and Susan Coghill (Tourism Australia), this candid conversation explores how leading CMOs are designing experiences that create stories, emotional loyalty and brand advantage in a world increasingly run by machines.