In a recent LinkedIn post, Colin Shaw discusses the potential pitfalls of adopting an “AI only” approach in Customer Experience (CX), drawing an analogy to highlight the limitations of using technology inappropriately. Shaw emphasizes that while Artificial Intelligence offers significant benefits, it is not a universal solution and should be applied strategically.
The Limits of a Single Tool
Shaw uses a relatable, albeit humorous, example of his own limited cooking skills to illustrate his point. He contrasts the microwave, a tool excellent for specific tasks like cooking porridge or peas, with its unsuitability for others, such as cooking a steak. This analogy serves to frame his argument about the misapplication of technology in business contexts.
“A microwave is brilliant. Fast, cheap, reliable. For the right job, it’s the obvious choice. For the wrong one, it’s a disaster.”
As Colin Shaw notes, the effectiveness of any tool, including AI, is entirely dependent on the context and the specific problem it is intended to solve. He points out that no restaurant markets itself based on its microwave capabilities, suggesting that customers value specific, high-quality outcomes rather than the technology used to achieve them.
AI First vs. AI Only
Shaw’s central argument, as presented in his post, is that an “AI First” strategy can be highly beneficial, encouraging innovation and efficiency. However, he cautions that an “AI Only” approach can be detrimental to customer experience. This distinction is crucial, as it suggests a balanced integration of AI alongside other essential CX elements, rather than a complete replacement of human interaction or other established methods.
According to Shaw, the danger lies in viewing AI as a panacea for all CX challenges. He elaborates:
“So, why just think AI in a CX is the answer to everything?”
This rhetorical question underscores the importance of critical evaluation when implementing AI solutions. Shaw implies that a focus solely on AI might overlook crucial aspects of customer service that require a more human touch, empathy, or nuanced understanding that current AI may not fully replicate.
The Strategic Role of AI in CX
Colin Shaw advocates for a thoughtful integration of AI, where it enhances rather than replaces the core elements of a positive customer experience. He suggests that understanding the specific needs of the customer journey and identifying where AI can genuinely add value is key. This could involve automating routine tasks, providing quick answers to common queries, or personalizing interactions based on data.
However, as Shaw points out, relying exclusively on AI risks alienating customers who may prefer or require human interaction for complex issues, emotional support, or personalized problem-solving. He concludes by hinting at deeper insights available in his newsletter and podcast, indicating that a nuanced, multi-faceted approach to CX, in which AI plays a significant but not exclusive role, is the most effective path forward.
“In this week’s newsletter, below, I look at why AI First can be very smart, but AI only can be a big mistake.”
Shaw’s perspective challenges businesses to move beyond the hype surrounding AI and to implement it with strategic foresight, ensuring that technology serves the ultimate goal of enhancing customer satisfaction and loyalty.
📝 About This Content
This article is based on insights shared by Colin Shaw on LinkedIn.
📅 Originally posted on July 7, 2026 | View original post on LinkedIn →