I think it’s like Branding vs Identity. Branding consists of the whole brand image, visual identity, corporate culture and … but it’s the Creative Director’s jobs to make visual identity (the most important touch-points of a Brand), as UX designer creates the Digital User Experience of company’s Digital Product and that digital product (e.g. a user app) is sometimes the most important touch-point of a brand/company. so I still think UX Designers do a major role for creating user experience.