Rachel is a customer experience expert who spent the last decade in early-stage startups before switching to consulting, currently working with brands like PetPlate and Evvy. During the CX Summit, she talked about staying human in an AI-driven world. Let’s get her take!
This interview has been edited for clarity.
Gabe Larsen: Alright, let’s get into it. You have talked in the past about how "the magic is in the details." How do you think brands can preserve those details when AI is involved, whether at the beginning, middle, or end of the experience?
Rachel DeGraw: I started my career in luxury retail, so those special moments were everything. It has been a challenging shift for me, and I think a lot of people feel the same. Some platforms are moving fast without offering great experiences, but others are focused on adding proactivity rather than just reacting—which I love and find really exciting.
Gabe Larsen: That is the holy grail of service: solving problems before the customer knows they exist. AI might actually help us get closer to that goal. As you evaluate AI tools, are there any red flags you look for—especially when they claim to be human-centric?
Rachel DeGraw: Yes—the big one is tone. During the testing phase, it is important to see if tone can be adjusted. Is it customer-centric? Warm? Empathetic? Many platforms claim to be, but they are hardcoded and generic. That is when customers get frustrated. It is important to ensure the tone can evolve as your brand grows.
Gabe Larsen: I love that. Your AI agent should reflect your brand—not feel like a robotic add-on. I was recently talking to a vendor who emphasized brand tone more than I had heard before, and I thought, “Yes, finally!” But how do companies figure out what tone or personality they want their AI to have?
Rachel DeGraw: It starts with research. There are many AI platforms, but not all of them are built for your business model. A platform that works for B2B software might not be right for a DTC subscription or a women’s healthcare brand. Look for platforms used by companies in your space—especially if you need things like HIPAA compliance or a high level of empathy. If you see a trend in your industry, that is often a good sign.
Gabe Larsen: That makes a lot of sense—finding something tailored to your vertical. Have you seen tools that really do empathy well?
Rachel DeGraw: Yes, I have spoken to a couple in the past few weeks that claim to have tone automation. One in particular blew me away with how empathetic their AI could be.
Gabe Larsen: Very cool. Let’s talk about internal teams. A lot of people are worried AI will replace them instead of empowering them. How are you helping companies and teams navigate that shift?
Rachel DeGraw: That is a great question—and one I asked myself early on. I was nervous AI would replace my job and the people around me. But what I have found is that in DTC, there is a lot of low-hanging fruit—returns, subscription cancellations, general FAQs. AI can handle that 60% of the workload.
That frees up your team to focus on complex, high-touch issues that actually impact retention. Now, instead of applying a macro to every ticket, they have time to write thoughtful, personalized responses. It is a win for both the team and the customer.
Gabe Larsen: Totally. That resonates even on a personal level—if you are stuck doing repetitive tasks all day, you never get to the big, meaningful work. Do you feel companies are embracing that mindset more now?
Rachel DeGraw: Yes, I think they are. Companies are starting to understand the difference between support and experience. By freeing up agents' time, you can invest in programs that drive retention. Maybe you do not need to hire more headcount, but you can fund surprise-and-delight moments, or have your team help restructure loyalty programs. It gives them the space to care about what makes your brand special.
Gabe Larsen: I love that shift. So back to brands for a moment—how do you think they can stay personal in this AI-first world?
Rachel DeGraw
Focus on automating the low-hanging fruit—make those experiences fast and frictionless. But keep personalization in the conversations. Use the customer’s name. Reference products they have purchased in a warm, natural way. Instead of saying “I saw your order 12345,” say something like, “That is one of our best sellers—we love it too.” Storytelling and subtle personalization make a big difference.
Gabe Larsen: That is such a helpful distinction. A lot of companies are asking where to start. Any advice for brands just beginning their AI or personalization journey?
Rachel DeGraw: Start by networking. Look at your competitors—what are they doing well, and where are the gaps? In my experience, peers are often willing to share what platforms they use, what is working, and where they have struggled. Especially in uncertain economic times, people have been generous with their insights. That kind of information is incredibly valuable when you are getting started.
Gabe Larsen: Yes, there is so much change happening, and a lot of teams feel overwhelmed or even isolated—especially with remote and hybrid work. Connecting with others who are navigating similar challenges can be a game-changer. As we wrap up, what advice would you leave with CX leaders who are trying to stay ahead?
Rachel DeGraw: The space is evolving quickly. Automation is moving fast. But do not lose the humanity. Most of us are in this field because we care about people—about our teams and our customers. If something feels too automated, or if you know your customers will be disappointed, do not do it. There is always another tool or partner out there that will help you stay true to your brand and values.
Gabe Larsen: That is such a good reminder. So many of us come from an empathetic place—and it is important not to let scale take away what makes CX special.
Closing thoughts
In a world where automation is accelerating, Rachel DeGraw reminds us that empathy and personalization remain the heart of great customer experience. She offers practical advice for staying human in an AI-first world: choose AI tools that reflect your brand’s tone and free teams from repetitive tasks so they can focus on meaningful interactions.
It’s all about not losing the magic in the details. With the right balance, brands can scale without sacrificing connection or care.
Want to learn more about scaling a customer experience team? Check out our interview with Jose Herrera, CEO of Horatio.
Looking for a comprehensive tool that can help you make big strides in your customer experience? Check out Kustomer. Our all-in-one customer service platform and CRM, powered by AI, allows brands to streamline costs and operations. Explore Kustomer today!
