AI makes it easy to generate ideas. The hard part is deciding which ones deserve investment. In this episode of CX Cast, Forrester Principal Analyst Manuel Geitz joins Angelina and Martin to unpack how AI is fundamentally reshaping the innovation lifecycle from ideation to commercialization. Manuel explains why AI’s real advantage isn’t speed or scale, but decision quality. As innovation becomes continuous and data‑orchestrated, leaders must shift focus from producing more ideas to killing the wrong ones faster. We talk about: Why AI turns innovation into an always‑on system, not a stage‑gate process How better questions matter more than better models Where CX skills like experimentation and hypothesis testing already give teams an edge The limits of AI‑driven innovation — and where human judgement still wins How to avoid innovation fatigue for customers This conversation explains how to reframe AI in CX innovation as a discipline, not a shortcut, and makes the case for CX leaders as essential partners in deciding what actually creates customer value.