Designing the future of CX: 3 ways Notion creates seamless experiences

1. AI is the new luxury—and everyone can embrace it

In the age of AI, Emma believes that all companies should be able to design experiences that meet customers where they’re at.

“AI in CX is the new luxury,” she said. “Here’s why: it’s immediate, it’s accessible, it’s tailored, it’s limitless. And for the first time ever, CX is on the frontline of what is possible with AI.”

At Notion, Emma is seeing firsthand what’s possible with AI in CX.

“We’re building teams based on the experience we want customers to have,” she said. “And those experiences are seamless. We want everyone—no matter what team they’re on—to want to deliver a five-star experience to our customers.”

2. Balance technology with humanity

Emma was quick to point out some of gen AI’s best features.

“Gen AI can understand sentiment, read between the lines, fetch multiple sources, and curate the perfect response,” she said. “But AI is not solving everything—it’s designed to augment, not replace, what humans are capable of.”

The key? Balancing using technology with maintaining a human touch.

“AI should make people’s jobs easier by taking over repetitive tasks, crafting a message, and generally helping us work more efficiently,” she said.

How do human agents feel about using AI at work? According to our 2025 CX Trends report, agents who have AI copilots are 20% more likely to feel empowered to do their job well. Consumers are likewise in favor: 75% want agents to use AI to help draft responses, an increase of 10 percentage points from last year.

Break down silos to design the future of CX

So, how do you leverage AI to design seamless customer experiences? Emma advised that you have to break down traditional silos and embrace new ways of working.

“At Notion, we’re moving away from the traditional user journey and functions owning their lanes,” she said. “Instead, we’re embracing a team-first mentality, focusing on creating a delightful experience that will acquire, retain, expand, and grow our user base.”

Emma acknowledged that this approach is easier said than done, but here’s what’s worked so far:

• Writing the playbook. Empower your CX teams to define what the future of customer experience looks like at your organization. You have the tools, the access, and the talent to come up with the ideal user journey. Decide how your evolving go-to-market organization will look like in six months, two years, and so on.
• Lowering the barrier to change. In order to be successful, let go of territorialism. As a CX team, you’re already servicing every customer, at every tier, at every point along the journey. You’re also already operating in everyone’s lane, so let them operate in yours. This is key for collaboration and change.
• Owning the mission. Act as the bridge between CX and everyone else. Doing so will help your CX organization, your brand, your customer, and your business.

“This approach is not just a good idea, it’s also good business,” she said. “Working together, you can drive your entire organization’s metrics—acquisition, conversion, and retention—forward.”