Collective Inception Information

Most AI projects in customer experience don't fail because of the technology. They fail because the AI inherits the environment it's deployed into: the messy knowledge bases, the unclear processes, the metrics that reward the wrong things. Ben Farrell AI exists to fix that. I've spent twenty years deploying conversational AI in contact centres across banking, airlines, insurance and government, throughout APAC and Europe. I've seen what works, what quietly fails, and why the difference is almost never the model. What I do: Strategy and advisory for leaders putting AI into customer-facing operations Conversation design, because generative AI made design more important, not less Keynotes and executive workshops that cut through the vendor noise AI readiness assessments, because readiness isn't a project phase, it's the project I wrote Designing AI Conversations at Scale (2026), a practical guide to building AI conversations that hold up in the real world, not just the demo. If you're measuring your AI on containment, we should talk. Contained isn't the same as resolved, and your customers know the difference. Based in Sydney, working across APAC and globally.