Customer experience is no longer just about optimizing processes — it’s being redefined by artificial intelligence.
On April 14, Fark Labs hosted AI-ization of CX – The AI-Powered Customer Experience Transformation Event, bringing together industry leaders to explore the multifaceted impact of AI on customer experience.
Organized by Mplus Türkiye, one of Türkiye’s largest independent outsourcing service providers, the event focused on how AI enables greater efficiency, personalization, and scalability — all through the lens of strategic transformation.
In her opening remarks, Cemile Banu Hızlı, CEO of Mplus Türkiye & MENA, emphasized that in today’s landscape, customer experience is no longer won through speed, but through intelligence. She underlined that Mplus views technology as a means — one that becomes meaningful when paired with the right intention and cultural transformation.
“CX is not just about customer satisfaction; it’s about managing emotion, intuition, data, and intelligence in unison.”
Keynote speaker Sampo Hietanen, creator of the Mobility as a Service (MaaS) concept, presented a bold vision of AI’s role in the future of mobility. Hietanen stressed that technology alone is not enough; true transformation begins with understanding humanity’s enduring desire for freedom.
“We’re still stuck in the car-centric dream of 1939 — a vision that no longer meets our needs. If we truly want to redesign mobility, we must offer people a new dream. Not just faster or smarter systems, but a reimagined sense of freedom. AI can optimize the routes — but it’s human imagination that redefines the destination.”
Roope Kekäläinen, commercial pilot and founder of LYGG, drew a powerful link between aviation safety and customer experience. Based on his years in the cockpit, he emphasized that safe systems are built on the harmony between humans and machines.
“The future of customer experience is time. Anything that gives time back touches the very heart of CX.”
Ogan Atasagun, Deputy GM of Sales & Marketing at Mplus Türkiye & MENA, shared how Mplus has been systematically integrating AI into its operations since 2020. This integration has led to tangible outcomes such as reducing call handling times, increasing accuracy rates, and creating scalable service models.
“AI is no longer just a tool — it’s a strategic partner embedded in the very fabric of how we operate. From decision-making to execution, it drives scale, precision, and transformation across every layer of our business.”
AI is transforming customer experience, but how ready are organizations for this shift? This question was the focus of the first panel of the day, moderated by Selcen Uyguntüzel from Fark Labs, featuring Ahu Serter (Founder & CEO, Fark Labs), Birkan Babakol (Board Member, OPLOG), and Hatice Evren (Former CEO, Getir & FreshDirect).
Ahu Serter emphasized that AI technologies only become meaningful when an organization’s culture is ready to internalize them.
“Resistance within organizations is not just against technology — it’s against new ways of thinking,” she said, highlighting the critical role leadership plays in overcoming these barriers. She noted that transformation often begins with those who dare to think differently:
“Every organization has a ‘black sheep.’ That person doesn’t disrupt the system for the sake of it — they bring the courage to ask new questions. Transformation starts with those questions.”
Birkan Babakol pointed out that the drive for operational efficiency can sometimes overshadow the customer focus. He emphasized the importance of designing AI solutions that include employees rather than exclude them:
“Processes improve, decisions speed up — but we risk forgetting the core question: Who are we doing this for? A transformation that does not put the customer at the center is merely an exercise in internal optimization.”
Hatice Evren warned against falling into the trap of adopting AI as a trend without clear goals. She stated:
“It’s not about having an AI strategy — the real question is: do you know where AI fits within your existing strategy? Technology should never be the goal itself; it must serve the strategy, not replace it.”
The consensus at the end of the panel was clear: AI-powered CX transformation is not merely a technical challenge — it is a strategic, cultural, and leadership-driven journey. Organizations must invest not only in technology but also in transforming their ways of thinking.
The second panel explored how AI adds layers of empathy, personalization, and insight into customer experience. Moderated by Ogan Atasagun, the session featured Ferdi Gündüz (Head of AI, Vestel), Murat Özalp (Chief Digital Officer, Estée Lauder), and Hilal Eksel Merter (VP Global Brands & Strategic Projects, BSH).
Hilal Eksel Merter emphasized a human-centered approach, stating that despite the power of technology, the human touch remains transformative:
“AI can make us faster and smarter — but it’s still the human touch that makes experiences meaningful. In the CX strategies of the future, empathy could be even more decisive than technology itself.”
Murat Özalp stressed the importance of putting humans at the center of experience:
“Customers don’t remember what we say — they remember how we made them feel. When AI learns to understand emotions, only then can we truly speak of personalized experiences.”
Ferdi Gündüz highlighted that data is no longer just information — it’s a source of strategic foresight:
“Today, customer experience is no longer a moment — it’s a continuously learning, evolving system. Thanks to AI, we gain insights not only about the past but also about the future.”
The panel concluded with a shared realization: AI is not merely about automating processes. When implemented thoughtfully, it holds the potential to create deeper, more human-centered customer experiences. This gathering was not just about the present — it was an important step toward shaping the future together. We will continue to explore, co-create, and share new ideas as we redefine customer experience through AI.
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