Thinking About CX in the AI Era from the 'Oldest Review' 3,750 Years Ago

In 1750 BC, a customer in ancient Babylonia carved a complaint onto a clay tablet. This is known as the oldest existing 'customer review'. Hideaki Shirane, CEO of mct Inc. and CXO of Daishinsha Inc., co-authored an article with Professor Yoshinori Fujikawa of IMD Business School titled 'From a Review 3,750 Years Ago to the AI Era: Thinking About the Future of Customer Experience' for the July 2026 issue of 'Senden Kaigi'. This article traces the evolution of customer experience over 3,750 years, starting from that clay tablet complaint, and explores the question of 'what makes a company chosen' in the AI era.