What Your Competitors Can't Buy: Rachel Orston on the Human Edge in an Automated CX

Expert Mode: What Your Competitors Can’t Buy: Rachel Orston on the Human Edge in an Automated CX

Jul 16, 2026

If a rival can buy the exact same AI you just rolled out, what’s actually left to compete on? Rachel Orston has a blunt answer. “Anyone can buy the technology,” she says. “What they can’t buy is the human relationship, and that’s where trust, connection, and retention are won…

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