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Adopting AI in customer experience requires more than technology — it demands a reimagining of the entire operating model. Organisations are now recognising the need to restructure teams, recruit new people, re-train existing employees, and pivot from a traditional contact centre approach to an experience economy model that creates emotional and measurable value.
For years, the traditional contact centre model has been designed for cost-efficiency. Customers call, agents respond, leaders track metrics like average handle time, and success is measured by how quickly and cheaply issues are resolved.
But today’s customers are different. They expect personalised, proactive, and frictionless experiences. They don’t want to wait in queues or repeat themselves across channels. They want organisations to know them and anticipate their needs. That shift is why AI isn’t just an add-on technology — it’s a catalyst for transforming the way businesses operate.
To thrive, organisations must pivot their operating model to embrace the experience economy. This means:
The operating model must also shift from being transactional to transformational. That means viewing each customer interaction not as a cost to minimise, but as an opportunity to deepen loyalty and increase lifetime value.
Benefits of adopting change:
Lessons & Common Patterns (from real Genesys customers)
When organisations adopt AI in CX and adjust their operating model, you’ll often see:
Consequences of standing still: The risks of inaction are stark. Organisations that cling to outdated contact centre models will face escalating costs, disengaged employees, and higher turnover. More critically, customers will leave for competitors that offer AI-powered, effortless experiences. Over time, the gap between leaders and laggards will only widen — and catching up will become nearly impossible.
The question is no longer if organisations should evolve their operating model, but how quickly. Those who move now will shape the future of customer experience. Those who don’t will be shaped by it.
Finding out more about AI That Scales: Strategy, Ethics and Innovation
In this new webinar series, Beyond the Buzz: Real AI for Real CX, Genesys experts will cut through the hype to show how AI can deliver measurable business impact today while preparing your organisation for tomorrow. From building a sustainable AI operating model to understanding the Genesys AI roadmap and ethics principles, you’ll gain the knowledge to adopt AI responsibly, scale effectively, and unlock true customer experience innovation.
Sign up today and explore the webinars that fit your journey.
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