In an exclusive with CMSWire, Kustomer CEO Brad Birnbaum says yes — but not the usual way. A Q&A on deflection, bolt-on AI and CX metrics that now matter.

The Gist

Deflection is a workload metric, not an outcome metric. Birnbaum argues CFOs have been optimizing for cost in a function that can drive revenue — and that the conversation changes when you can tie CX interactions to retention and P&L impact.

Nobody has a clean stack. The real bolt-on AI problem isn't one bad decision — it's helpdesks layered with AI tools, internal builds and VoC platforms stitched together with automations nobody fully understands.

Goals-driven AI changes the build model. Architect is designed for CX operators, not engineers — define the outcome, and the platform works backward to orchestrate AI, workflows and human agents accordingly.

Build the proof before you make the ask.…