Safe enough to scale: De-risking generative AI for enterprise CX

November 20, 2025

39 min

Success with generative AI begins with choosing the right pilot for your contact center, one calibrated to your organization’s risk tolerance, structured for measurable results, and built to scale with confidence.

In the first session of a fireside chat series with ASAPP and PTP, Mackenzie Smith (ASAPP) and Crystal Collier (PTP) explore why some AI pilots drive transformation while others stall after the demo. Drawing on insights from the MIT research on AI performance gaps, they’ll unpack what separates high-performing organizations from the 95% whose pilots fail to deliver measurable business impact

What you'll learn:

How to align innovation efforts with risk tolerance using the Innovation Tolerance Model

How to identify high-impact, low-risk use cases that build confidence and momentum

How to understand what leads to success or failure—and how to avoid common pitfalls

How to create an experimentation culture and set the foundation for enterprise scale

Mackenzie Smith

VP Customer Growth

Mackenzie Smith is the VP & Head of Partnerships and Business Operations, responsible for product onboarding, ongoing services, technical support, technical project management, and partnership relations. Prior to ASAPP, she helped clients build proprietary advertising technology platforms at IPONWEB and lead client engagements for digital advertising at Merkle. Throughout her career, she has been focused on partnering with clients, across industry sectors, and utilizing technology and analytics to drive business value. She is a graduate of Harvard University.

Crystal Collier

Executive Consultant at PTP

Crystal is a catalyst who drives organizations to better results through data-driven insights and end-to-end CX design. Formerly Head of CX Strategy at Electronic Arts, she has advised Samsung, Chanel, USAA, Navy Federal, and Blue Shield. An industry thought leader, she frequently authors and speaks on CX trends, championing continuous improvement and loyalty.

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