VP of Experience
MSU Federal Credit Union
Ashleigh Ashbrook is a visionary leader at the intersection of member experience, digital innovation, and employee empowerment. As Vice President of Experience, she drives strategic transformation across the organization, blending human-centered design with cutting-edge technology to elevate both customer and employee journeys for more than 18 years. Ashleigh leads an AI team that has developed three virtual agents—each designed to streamline internal knowledge sharing and enhance member support. These intelligent systems are reshaping how teams collaborate and how customers engage with banking services, delivering faster, smarter, and more personalized experiences. Her work spans member experience redesign, digital banking innovation, and culture-building initiatives that foster agility and empathy. With a passion for scalable impact and a deep understanding of emerging tech, Ashleigh is helping redefine what service looks like in the modern financial landscape.
Chatbots are a powerful tool for assisting small and medium-sized businesses (SMBs) and banks with customer interactions on their platforms. They offer significant cost-effectiveness by reducing overhead, and provide scalability by handling multiple conversations simultaneously.
Additionally, chatbots can gather and analyze customer data to help organizations improve their services and tailor their offerings. There are important limitations to what chatbots can do. They have a limited understanding of nuanced or complex queries and often lack the emotional intelligence necessary to build trust and connect with customers who are seeking more personalized support. Our panelists will discuss how to strike the right balance between automation and human interaction to deliver a seamless and satisfying customer experience for the small businesses they serve.