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

Conversation designer · AI & CX advisor · Keynote speaker · Author. Twenty years designing AI conversations for the world’s most demanding organisations.

Most organisations don’t have an AI problem. They have a design problem they’re solving with AI budget. Twenty years helping organisations tell the difference before it costs them.

If your customers have ever had an AI conversation with a bank, insurer, airline, telco or government agency, there’s a good chance it’s one I’ve had a hand in. Advisory, design, strategy, and a health check for organisations who need to know where they actually stand.

Talk to me about advisory Take the AI health check Read the book
Ben Farrell — AI in CX consultant and advisor, Sydney
Twenty years designing AI conversations for the world’s most recognised brands across banking, insurance, airlines, telco, retail, and government. If you’ve had an AI conversation with a major organisation, there’s a good chance it’s one I’ve worked on.
03 / 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 strategy meets implementation, and where the gap between what organisations think their AI does and what it actually does tends to live.

Conversation designer by trade. AI strategist by necessity. Author of Designing AI Conversations at Scale. Based in Sydney, working globally. Available for advisory, speaking, and the conversations most vendors won’t have with you.

Currently Head of Growth and Strategic Alliances, Webex CX Solutions APJC at Cisco. Advisory and speaking work sits alongside that role, offered selectively, in a personal capacity.

Read the full story
02 / Advisory & Services

Three ways to work together.

01
2 to 3 weeks · ongoing

Bring in the advisory.

An independent, executive-level review of your AI and CX environment. Pre-investment pressure-test, ongoing strategic advisory, or a fast review before you go to market.

No vendor agenda · honest assessment · clear next steps

Explore advisory
02
5 minutes

Take the AI health check.

Sixteen questions. Find the pattern your organisation is stuck in, understand where it costs most, and get a clear read on where to go next.

Begin the health check
03
Keynotes & workshops

Bring the thinking.

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

See speaking
04 / AI Health Check

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 health check 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

05 / 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 · eBook & Paperback
About the book Buy a copy
06 / Speaking

Recent stages.

Full speaking history