Ben Farrell · AI · CX · Customer Conversations
Sydney · 2026

Author · Keynote speaker · Twenty years inside enterprise AI and CX.

AI doesn’t fix bad CX. It scales it. Most enterprises are automating. The smart ones are designing.

CommBank, FedEx, Australia Post, ANZ, Medibank, Lexus, Department of Home Affairs, American Airlines — and more. The advisory practice, diagnostic, and book built on 20+ years in CX with the world's most influential brands.

Take the diagnostic Read the book Book advisory
Ben Farrell
Strategy, advisory, and keynotes for —
NRMA·ANZ·Bankwest·Telstra·Optus·Australia Post·Medibank·HCF·Department of Home Affairs·Apple·Microsoft·FedEx·Symantec·Lexus
01 / About

Twenty years at the seam of AI and CX.

Ben Farrell speaking in Seoul

Ben Farrell works at the seam between AI and customer experience, where models meet behaviour, and design meets responsibility.

Keynote speaker, AI strategist, and author of Designing AI Conversations at Scale. Based in Sydney. Speaking globally.

Currently Head of Growth and Strategic Alliances, Webex CX Solutions APJC at Cisco. The advisory work and writing sit alongside that role and are offered selectively, in a personal capacity.

Read the full story
02 / Engage

Three ways in. One direction of travel.

01
5 minutes

Take the diagnostic.

Sixteen questions. Find the pattern your organisation is stuck in, before you commit to the next AI investment.

Result · your archetype · where the pattern costs most · what to do in 90 days

Begin the diagnostic
02
2 to 3 weeks

Book the advisory.

An executive-level review of your AI and CX environment. Pre-investment pressure-test, ongoing advisory, or fast pre-send review.

Explore advisory
03
Keynotes

Bring the thinking.

Keynotes and workshops on AI, CX, and the future of customer conversations, for boards, leadership teams, and offsites.

See speaking
03 / Diagnostic

A real read on how you actually operate.

Sixteen scenario-based questions designed to surface what your organisation actually does under pressure, not what your strategy deck says it does. No self-flattery. No framework cosplay.

The Deflector
01

The Deflector

AI as a cost lever, not a capability.
The Sampler
02

The Sampler

Always exploring. Never scaling.
The Risk Gatekeeper
03

The Risk Gatekeeper

Control wins every argument. Progress stalls.
The Channel Player
04

The Channel Player

Every channel improves. The journey gets worse.
The Over-Designer
05

The Over-Designer

Perfect in theory. Never shipped.
The Orchestrator
06

The Orchestrator

AI as a connected operating system.

One of these is already yours. The diagnostic surfaces which.

Find your archetype

From the book

"Uncertainty is not an edge case in conversational AI.
It is the normal operating condition."

Designing AI Conversations at Scale · Ben Farrell

04 / The book

Designing AI Conversations at Scale.

Designing AI Conversations at Scale
"Customer experience is cognitive and emotional work. Not information delivery."
Behaviour, Design and Responsibility at Scale · AU $39
About the book Buy a copy
05 / Speaking

Recent stages.

Full speaking history