GoTo is urging SMBs to rethink how they adopt AI for customer experience, shifting the focus from hype-driven experimentation to practical, purpose-built tools that deliver real CX outcomes.
That distinction matters more than ever. AI adoption pressure is everywhere. But for smaller businesses, the cost of choosing the wrong technology is high. Time, trust, and customer loyalty are all at stake.
CX Obsession Starts With Empathy, Not Scale
CX obsession is often framed as an enterprise luxury. Amazon sets the benchmark. SMBs are left wondering how that philosophy translates to a team of fifty people or fewer.
According to Gina Whitty, Director of Product Management at GoTo, the answer starts with empathy, not headcount.
Leadership plays a defining role here. When teams lose sight of the customer in day-to-day operations, experience suffers. CX leadership brings that perspective back into focus.
Mapping customer journeys is one practical way to do this. Visibility into repeat contacts, resolution delays, and customer status helps frontline teams personalize interactions in real time. That context changes how agents respond, and how customers feel.
Whitty makes this simple and important observation:
"Ensuring that frontline teams have the right tools and visibility to personalize those experiences is really critical."
This is where CX shifts from being a department to becoming part of brand identity. Businesses that treat customers as people, not transactions, build loyalty that extends beyond a single interaction.
When CX Becomes a Business-Wide Discipline
Some organizations talk about CX. Others embed it into how they operate.
Whitty points to small signals that reveal the difference. Language matters. Referring to customers as members or communities reinforces empathy. It also reframes customer relationships as long-term, not transactional.
That mindset has ripple effects. Every employee begins to understand their role in serving the customer. CX becomes a shared responsibility, not a siloed function.
This approach also supports growth. Customers remember how they were treated. They share experiences. Positive CX compounds over time.
Practical AI vs Hype AI in the CX Stack
AI now sits at the center of CX strategy discussions. But not all AI delivers value.
Whitty draws a clear line between hype AI and practical AI. One looks impressive. The other actually works.
Practical AI is built for purpose. It integrates cleanly with existing systems. It is easy to deploy, observe, and adapt. Most importantly, it solves real problems for SMBs.
Hype AI often focuses on surface-level appeal. Voice quality demos. Shiny interfaces. Big promises. What gets overlooked is observability, integration, and measurable performance.
Whitty sums this up:
"You have to ask whether you can actually compare the work that AI is doing to your human workforce, and whether it integrates seamlessly with your tech stack."
Without that foundation, AI becomes a checkbox exercise. SMBs end up with tools that add complexity rather than clarity.
How SMBs Can Compete With Enterprise CX
The most important shift is accessibility. Capabilities once reserved for enterprise contact centers are now within reach of SMBs.