Podcast Summary: Experts of Experience – "The New Customer: How AI Changed What People Expect"

Host: Lacey Peace (Mission.org)
Guest: John Samponia, CEO & Co-founder, Wondersauce
Date: November 19, 2025

Overview

In this engaging episode, Lacey Peace sits down with John Samponia, co-founder and CEO of Wondersauce, to explore the rapidly evolving landscape of customer experience (CX) in the age of AI and emerging technologies like large language models (LLMs). They dive into how expectations have shifted, the resurgence of in-person and analog experiences, and how brands can both stand out and adapt. The conversation is peppered with relatable analogies, memorable moments about creating joy akin to a child’s wonder, and practical advice for navigating AI’s noisy, fast-paced evolution.

Key Discussion Points & Insights

1. The Changing Nature of Customer Experience

• Joyful Discovery as Table Stakes ([00:00], [18:09]): John begins with an analogy about his three-year-old's excitement in a grocery store, challenging brands to evoke that same genuine curiosity and delight for adults in physical and digital experiences.
  • "If you're not immediately walking into something or going on a website and you're like, ooh, what's that, what's that, what's that? I'm interested in this. I want to read that later. There's an issue." ([00:00])
• From Efficiency to Experience ([17:06], [18:09]): Lacey and John discuss how efficiency is now table stakes, with customers expecting online convenience. The new differentiator is creating memorable “luxury” experiences in-store and online.

2. Wondersauce’s Approach & Evolution

• Business Acceleration with Full-Service, Pragmatic Agency Mindset ([01:49], [07:01]):
  • Wondersauce helps clients across the growth spectrum — from launches to scaling and operational overhauls.
  • "What really makes us unique is the fact that we've been super pragmatic from the start... working with our clients to work backwards from business goals and ultimately achieve them." ([07:01])
• Staying Current & Nimble ([04:56]): John shares that Wondersauce's core vision—matching the pace of internet culture—hasn’t changed, but their evolution was never about chasing trends for revenue's sake, but about adapting what makes sense for clients' growth.

3. The Double-Edged Sword of AI in Customer Experience

• Two Emerging Paths for Brands ([11:59]):
  1. Hyper-optimizing for LLM-based search and AI results (shifting SEO paradigms).
  2. Crafting unique, ownable experiences that go beyond standardized digital interfaces.
  • "Take what you know about SEO and throw it out. It's all going to change." ([11:59])
  • "There's going to be two spectrums... hyper, hyper efficient around ranking high within LLM results, [and] being like, throw it all away. Let's make an experience for our customers." ([11:59])
• Zero-Click Future & Brand Memory ([14:53], [15:32]): Lacey raises the "zero-click" future where customers may never visit a brand’s website, and asks how to still foster emotional connections.

4. The Return (and Value) of Analog Experiences

• Balancing Tech with Real-World Interaction ([20:36], [22:11]):
  • John encourages embracing both digital and analog, reminding listeners massive opportunities exist by going against the grain of “maximal AI everything.”
  • "You don't have to throw out the past to embrace the future. When there's a ton of noise in one direction, there's usually a massive opportunity in the other direction." ([20:36])
• Examples in Practice ([22:11], [23:28]): Human-written content, no-phone concerts, and analog moments are trending, yet have not reached critical mass. The value: “being present.”

5. Navigating AI Overload & FOMO

• Avoiding the Shiny-Object Trap ([26:09]):
  • Rather than chase every AI tool, John recommends measured investment in technologies with staying power and direct relevance to business problems.
  • "If you chase every single [AI tool], you're going to waste a lot of time... Place some time where it matters." ([26:09])
• The Value of Experimentation ([28:57]): Both Lacey and John agree – direct, hands-on experimentation is essential for learning, but should be strategically prioritized to real business needs.

6. The Reality and Limitations of AI Tools

• What Works and What Doesn’t ([32:15], [34:28]):
  • Some processes (like generating lower-funnel ad copy or organizing ideas for decks) excel with AI. Others, especially nuanced or creative writing ("John pt"), fall short, repeating quirks like "AI slop metaphors" despite detailed instructions.
  • "I ping pong every day with like, oh my God, this is the most incredible stuff I've ever seen... to being like, literally, is this all noise? This is horrible." ([32:15])
• Prompting as a Core Skill ([37:24]):
  • Mastering how to ask the right questions/prompt AI is now foundational, akin to the early years of Google search.

7. Upskilling Teams for the AI-Driven Future

• Internal Learning Summits and Organic Skill Development ([38:34], [40:54]):
  • Wondersauce runs biweekly summits on topics like AI research, video creation, and prompting. John believes the best learning is collaborative across the organization, led by internal enthusiasts and practitioners.
• T-shaped Talent and Domain Advantage ([41:07]):
  • AI democratizes tool use, but those with deep domain expertise deliver more value, as they know what to ask and how to apply tech creatively.

8. The Resurgence of Experiential Digital Product Design

• Personalization & Fun Return to Web Experiences ([46:10]):
  • John sees a “resurgence of experience” in digital products, where interfaces can be meaningfully, playfully personalized.
  • "No two interfaces are going to be the same... brand experiences [will be] totally different." ([47:45])
• Learning from Bands and Artists ([49:22], [51:06]):
  • Lacey highlights music artists' websites/concerts as a gold standard for cohesive, memorable experiences, contrasting with lackluster major brand interactions. When forced into a creative corner, organizations rediscover what makes them unique.
  • "If you have [a customer] once a month or twice a year, make it count. Make them remember the experience." ([51:06])

Notable Quotes & Memorable Moments

• On creating joyful, memorable experiences:

  • "Imagine... the brief is how do you recreate [a three-year-old’s] joy for people in their 30s, 40s, 50s, 60s, where they walk into a store and they have that same joy... If you're not immediately walking into something or going on a website and you're like, ooh, what's that... there's an issue." — John ([00:00], [18:09])

• On the AI arms race:

  • "Take what you know about SEO and throw it out. It's all going to change." — John ([11:59])
  • "There's a lot of noise, there's a lot of tools, and if you chase every single one, you're going to waste a lot of time." — John ([26:09])

• On analog & the importance of presence:

  • "You don't have to throw out the past to embrace the future. When there's a ton of noise in one direction, there's usually a massive opportunity in the other direction." — John ([20:36])
  • "There's going to be a group of people that do something so analog that is so cool... I'm all for it." — John ([22:11])

• On the frustrations and comic side of AI tools:

  • "The output was just so bad... And I kept on saying, like, don't use any EM dashes and stop with the corny metaphors. [But] boom, right back to the metaphors and EM dashes. ...I'm like, yeah, I'll just vacuum. ...I'm just going to vacuum it up myself." — John ([33:19])

• On the "vibe coding" trend:

  • "It's so cringe... I call BS on it." — John ([43:24], [44:16])

• On building personal, world-driven experiences:

  • "As we get more... personalized, how can you still create this world that I'm playing in that I don't forget that it was you?" — Lacey ([52:40])

Timestamps for Important Segments

| Timestamp | Topic/Quote | |-----------|-------------| | 00:00 | Creating joy and wonder in experiences; metaphor of the 3-year-old | | 01:49 | Wondersauce’s value proposition ("business acceleration agency") | | 07:01 | Wondersauce’s unique, pragmatic client approach | | 11:59 | Two divergent paths: LLM optimization vs. unique experience | | 18:09 | In-person experiences and rediscovering joy | | 20:36 | Embracing analog as a counter to tech/AI overload | | 26:09 | Avoiding "FOMO" with AI tool investments | | 32:15 | Limitations of current AI tools and the 'ping-pong' of expectations | | 38:34 | Training a 100-person team for AI and prompts | | 41:07 | The enduring value of formal training and domain knowledge | | 46:10 | The return of playful, unique digital experiences | | 49:22 | Artists’ immersive experiences as a model for brands | | 52:40 | Balancing personalization with cohesive branded experience | | 54:49 | Where to find John and Wondersauce |

Final Takeaways

• Stand Out by Leaning In: Brands must dig deep into what makes them unique. In a world of AI-driven standardization, differentiation comes from thoughtful, ownable experiences both online and offline.
• Analog Isn't Over: The pendulum is swinging; in-person and analog moments are a powerful antidote to digital overwhelm and create lasting memories and loyalty.
• AI is a Tool, Not a Panacea: Harness AI for tactical, repetitive tasks and accelerated research, but don’t expect it to replace domain expertise, creativity, or thoughtful prompting—at least not yet.
• Personalization is the Next Frontier: Hyper-personalized experiences, done well, can create real value, but must remain grounded in brand identity and world-building.
• Continuous Learning is Essential: Rapid technological change makes adaptability, curiosity, and collaborative experimentation key for teams and leaders alike.

Connect with John Samponia or Wondersauce:

• Website: wondersauce.com
• LinkedIn: John Samponia

This episode is a must-listen for CX professionals, digital strategists, and business leaders seeking to understand (and thrive in) the customer experience of the AI era. The blend of humor, real-world stories, and actionable advice makes it both insightful and highly relatable.