Artificial intelligence (AI) is transforming customer experience and support (CX/CS), enabling organisations to deliver service at unprecedented speed and scale. As regulatory frameworks mature and customer expectations evolve, the ethical deployment of AI has become a strategic imperative rather than a secondary concern. This report argues that responsibly governed AI can outperform ad-hoc human processes in accuracy, fairness, and auditability, while also delivering measurable business impact. It explores the ethical principles guiding AI in CX, the regulatory environment, proven governance practices, and case studies across sectors. Finally, it outlines a practical 30-60-90 day adoption blueprint. By aligning with Clarity’s principles of trust, speed, scale, secure foundations, and human-in-the-loop (HITL), enterprises can turn an ethical baseline into a durable competitive advantage. Clarity treats governance not as a constraint but as the foundation of trust, transparency, and performance, embedding safeguards and auditability into every deployment.