Скачать или смотреть Back to the Middle: AI Agents and the Re-Intermediation of Customer Experience

In this episode of The CX Algorithm Podcast, Dr Eslam Afifi is joined by David Carro Estrade Head of Direct-to-Consumer (D2C) at Samsung Electronics Iberia, to explore a quiet but profound shift in customer experience: the return of intermediaries.

For years, organisations worked to remove friction and get closer to customers. Today, AI agents are re-entering the middle — shaping decisions, filtering choices, and redefining how customer journeys are experienced. Together, Eslam and David unpack what this re-intermediation means for customer experience, emotional connection, advertising, trust, and leadership.

David Carro is Head of Direct-to-Consumer (D2C) at Samsung Electronics Iberia, where he leads online sales across Spain and Portugal. He joined Samsung to accelerate its D2C strategy, with a strong focus on operational excellence, customer experience, and data-driven growth.

Previously, David held senior leadership roles at Vodafone, where he led the Digital Business unit across eCommerce, Customer Care, and Omnichannel strategy. His career spans more than 20 years across global organisations and is marked by large-scale digital transformation and continuous improvement initiatives centred on customer value.

David is also a recognised voice in artificial intelligence applied to marketing and customer experience, and a founding member of the AI Forum Spain. He regularly speaks and teaches on AI, digital transformation, and the future of customer experience.

Hosted by Dr Eslam Afifi — a CX, data, and AI leader with deep experience across financial services, public sector, and consulting — The CX Algorithm Podcast explores how people, data, technology, and design come together to shape meaningful customer experiences in an increasingly intelligent world.

This episode is a must-listen for leaders navigating AI and CX who want to understand not just what’s changing — but how to stay relevant when intelligence becomes the interface and the customer journey is no longer direct.