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Customer expectations are shifting fast — and artificial intelligence is driving that change. For organisations across Europe, the challenge isn’t whether to use AI, but how to use it responsibly. To succeed, they need to balance innovation with trust, personalisation with privacy, and agility with accountability.
That’s the focus of a recent Genesys webinar, Empathic CX in the Age of AI:
The discussion — led by independent analyst Chris Lewis and Genesys experts Yasser Yoshua Wardasbi, Steve Barratt and Rashid Shabbir — explored how businesses can deliver more empathetic customer experiences while aligning with new regulations and shifting customer needs.
Europeans regulatory landscape is evolving, but that doesn’t have to slow progress. When organisations build trust into their systems from the start — through compliance, accessibility and responsible data use — they unlock greater flexibility to serve customers in the ways they expect.
“When we embed governance and compliance from day one, it frees us to innovate with confidence,” said Yasser Yoshua Wardasbi, Senior Program Manager for the European Sovereign Cloud at Genesys.
AI works best when it’s not just solving problems — but anticipating them. Agentic AI, which allows systems to act autonomously with oversight, gives organisations the ability to scale empathy, personalise interactions and deliver faster outcomes across channels.
And the business case is clear. In a recent Genesys Agentic AI survey:
In today’s experience economy, business growth depends not just on products — but on the experiences you deliver. Agentic AI helps organisations meet this challenge by weaving empathy into every digital and human touchpoint. It’s about delivering what matters most in real time, based on context, intent and need.
That’s why forward-looking organisations are using AI to differentiate themselves — not just reduce costs.
Genesys outlines five levels of experience orchestration maturity — from siloed interactions to fully autonomous, predictive experiences. Today, many organisations are reaching Level 4, where Agentic AI plays a central role in coordinating journeys across systems, departments and touchpoints.
Steve Barratt explained how businesses are progressing toward Level 5: “AI becomes the orchestrator — guiding decisions, informing next-best actions, and personalising experiences at scale.”
Trust isn’t just about policy — it’s about action. Rashid Shabbir, Principal Security Architect at Genesys, emphasised the need for clear proof of compliance and ethical data use. Genesys supports this with tools like its Security, Privacy and Compliance (SPC) portal and model cards that explain how AI systems work.
“When customers see how data is used — and what’s off limits — they’re more likely to engage,” Shabbir noted.
Empathy in CX means designing experiences that work for everyone. From accessibility to language support to channel preference, inclusive systems deliver value to a broader range of customers — and meet rising legal standards under the European Accessibility Act.
Accessible design also improves discoverability in AI models, creating a virtuous cycle of relevance, visibility and service quality.
Organisations don’t need to reinvent their tech stacks to embrace this future. Instead, they need a clear strategy for aligning AI innovation with their own compliance and sovereignty needs.
Solutions like the planned Genesys Cloud European Sovereign Cloud Region helps organisations in regulated industries modernise CX while maintaining control of data, contracts and governance.
To deliver consistently great experiences, organisations need systems that can adapt, support teams and guide interactions in real time. That’s where AI becomes not just a tool, but a teammate.
“It’s not just about automating tasks. It’s about enabling empathy at every level of engagement,” said Barratt.
Genesys is helping organisations lead with empathy by embedding governance, transparency and innovation across every touchpoint.
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