identified and named a structural shift it calls Dual CX: when customers gain AI agents that act on their behalf, every service interaction has two designers with different objectives, different information, and different definitions of success. This breaks the foundational assumption of every CX framework built in the last thirty years.

Neos Wave published the State of Dual CX (2026), an independent audit of 100 UK brands across 17 sectors. The headline finding: 73% have mature customer-facing AI, and 0% have any protocol for receiving an AI agent acting on behalf of a customer. Full dataset open on GitHub under CC BY 4.0. To address the gap, Neos Wave authored the Service Handshake (v1.1), an open interaction standard defining how AI agents declare their authority, goals, constraints, and fallback rules before a service interaction begins. It sits above Google A2A, Anthropic MCP, and Mastercard's commerce frameworks, governing the interaction layer none of them address. Published under CC BY 4.0 with DOI on Zenodo (10.5281/zenodo.19046746).

The Dual CX framework was independently credited in the CX Foundation's 2026 coverage of machine customers, referencing "McCann's Dual CX Framework" and the Service Handshake by name.

Underpinning the company's products is a proprietary service engine that assembles AI, people, and knowledge into configurable services for individuals, teams, and organisations — using the same architecture across all four Dual CX interaction modes. Unlike platforms designed for one side of the interaction, the engine is built for both: the company's digital agents and the customer's.

Neos Wave deploys AI-powered service products across healthcare, local government, and CX coaching, operating a "Neos builds, partners sell" distribution model where sector partners distribute Neos-built AI tools to their own clients. Registered as Neos Wave Limited (Company No. 12002488), London.