April 23, 2026
Engine and Adoreboard Partner to Make Every Trust Failure Financially Visible
CX consultancy Engine has announced a partnership with Belfast-based AI firm Adoreboard that introduces a new Trust Audit capability, designed to map customer journeys through the lens of trust and attach a financial cost to every failed experience along the way.
The partnership represents a departure from conventional CX measurement approaches, which have historically classified experiences as positive, negative, or neutral using retrospective satisfaction indicators. Engine’s Trust Audit, powered by Adoreboard’s predictive insights platform, instead aims to establish a trust baseline across the entire customer experience and connect emotional signals at every touchpoint to revenue outcomes, churn risk, and growth opportunity.
Lisa Skinner, CEO at Engine, said: “Organisations get stuck in a loop of measuring and fixing, measuring and fixing, because they can only see part of the picture. Our partnership with Adoreboard enables us to establish a trust baseline across the entire experience, identifying the moments that matter, anchored by customer emotion. With these insights, we can move clients from insight to action at a speed and accuracy previously not possible.”
Engine partners with global brands, including Dubai Airport, LeShuttle, and Sainsbury’s to deliver customer experience and journey insights that identify where to create value and where needs remain unmet.
Identifying the Cost of Poor CX
Chris Johnston, CEO at Adoreboard, said the collaboration would allow brands to access best-in-class advisory services in customer experience design, underpinned by AI built for emotional and financial analysis. He said: “Combining the depth of advisory experience from Engine with Adoreboard’s speed of understanding customer Trust at scale unlocks significant value for customers. Translating this to revenue impact provides a major upgrade for current approaches to customer experience design.”
The partnership builds on Adoreboard’s growing profile in the CX technology space. The firm launched its Customer Revenue Impact (CRI) technology earlier this year, a capability that makes the cost of poor customer experience visible in concrete financial terms by producing a ranked list of CX issues ordered by revenue exposure. Adoreboard was also recognised at Nvidia’s GTC 2026 conference, where it presented research on its Deep Semantic Clustering technique, which uses Nvidia GPU acceleration to process customer feedback 923 times faster than manual analysis, reducing processing time per comment from 30 seconds to 0.03 seconds.
In a validation study using more than 20,000 customer records from a major North American telecommunications provider, Adoreboard’s CRI model predicted with 86% accuracy which customers would leave; when the model incorporated actual churn data, that figure rose to 99%.
The timing of the partnership is notable given the growing pressure on CX leaders to demonstrate commercial returns from experience investments. Traditional metrics such as NPS and CSAT remain useful as indicators of sentiment, yet they typically stop short of identifying which issues carry the greatest financial weight.
Engine’s Trust Audit maps the entire journey through a trust lens and assigns a revenue figure to each failure point, and while its scalability across industries remains to be seen, early validation from Adoreboard and Engine’s client base suggests the appetite for financial accountability in CX is only growing.
