At CONAREC 2025, one of the world’s leading Customer Experience (CX) events, the role of cognitive AI in transforming customer interactions took center stage. As highlighted in a recent article, based on our CEO’s talk at the event, by journalist Marcelo Brandão on Consumidor Moderno, these technologies are creating new opportunities for businesses while also introducing challenges like deepfakes and digital fraud.
Behavioral Signals, under the leadership of our CEO Rana Gujral, has been at the forefront of this transformation, developing AI solutions that enhance CX while safeguarding authenticity in digital interactions.
Cognitive AI: Making Customer Experience Smarter and More Human
According to Rana Gujral, cognitive AI goes beyond traditional automation. It allows companies to:
- Understand and respond to human emotions and behaviors
- Deliver personalized and empathetic interactions
- Simulate human reasoning and decision-making
For companies focused on CX, this means technology can provide a human-like experience, making customer interactions feel natural and meaningful. At Behavioral Signals, we leverage these capabilities to help clients optimize their customer experience while maintaining efficiency.
Deepfakes: A Growing Threat to Trust
The talk also highlighted the rise of deepfakes and AI-generated fraud. One striking example involved a Singapore team that transferred $200 million after a video call appeared to be from their CEO—but was actually generated by AI.
This reflects the concept of post-authenticity, where distinguishing real interactions from artificial ones becomes increasingly difficult. For CX leaders, this is a crucial reminder that trust must remain central in digital experiences.
Behavioral Mapping: A Cutting-Edge Solution
To combat fraud driven by AI, the talk discusses behavioral mapping as an innovative solution. This approach:
- Analyzes patterns of behavior rather than relying solely on biometrics
- Detects anomalies that may indicate fraudulent activity
- Works across languages and contexts, ensuring global applicability
At Behavioral Signals, we implement these advanced techniques to help businesses maintain secure and authentic CX, protecting both their customers and their brand reputation.
Bridging Technology and Human Connection
While technology like cognitive AI can greatly improve CX, it should augment empathy rather than replace human connection. Companies that balance AI innovation with genuine human interaction are the ones that build long-term loyalty and trust, As emphasized by Rana Gujral and highlighted in the article,
Key Takeaways
- Cognitive AI enables personalized, empathetic, and human-like customer experiences
- Deepfakes present a rising risk, requiring vigilance and secure strategies
- Behavioral mapping provides a powerful method to detect and prevent fraud
- Combining technology with empathy ensures an authentic, trustworthy CX
Behavioral Signals continues to innovate at the intersection of AI and customer experience, helping businesses navigate the challenges of deepfakes while enhancing the human side of CX.
For more read the articles, Cognitive AI, Authenticity, and the New Frontier of CX, and Welcome to the New CX, via CONSUMIDOR MODERNO
