{"id":597618,"date":"2025-10-21T09:12:06","date_gmt":"2025-10-21T16:12:06","guid":{"rendered":"https:\/\/www.genesys.com\/?post_type=blog&#038;p=597618"},"modified":"2025-11-21T03:55:01","modified_gmt":"2025-11-21T11:55:01","slug":"buildingtrustatscale","status":"publish","type":"blog","link":"https:\/\/www.genesys.com\/en-gb\/blog\/post\/buildingtrustatscale","title":{"rendered":"Building Trust at Scale: What European Organisations Need to Deliver Empathic CX with AI"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_section full_width=&#8221;stretch_row&#8221;][vc_row][vc_column][vc_column_text css=&#8221;&#8221;]<\/p>\n<p>Customer expectations are shifting fast \u2014 and artificial intelligence is driving that change. For organisations across Europe, the challenge isn\u2019t 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.<\/p>\n<p>That\u2019s the focus of a recent <strong><a href=\"https:\/\/www.genesys.com\/en-gb\/webinars\/empathic-cx-in-the-age-of-ai-eu-compliance-sovereignty-and-agentic-ai-innovation\">Genesys webinar, <em>Empathic CX in the Age of AI:\u00a0<\/em><\/a><\/strong><\/p>\n<p>The discussion \u2014 led by independent analyst Chris Lewis and Genesys experts Yasser Yoshua Wardasbi, Steve Barratt and Rashid Shabbir \u2014 explored how businesses can deliver more empathetic customer experiences while aligning with new regulations and shifting customer needs.<\/p>\n<p><strong>Deliver Better Experiences by Design \u2014 Not by Exception<\/strong><\/p>\n<p>Europeans regulatory landscape is evolving, but that doesn\u2019t have to slow progress. When organisations build trust into their systems from the start \u2014 through compliance, accessibility and responsible data use \u2014 they unlock greater flexibility to serve customers in the ways they expect.<\/p>\n<p>\u201cWhen we embed governance and compliance from day one, it frees us to innovate with confidence,\u201d said Yasser Yoshua Wardasbi, Senior Program Manager for the European Sovereign Cloud at Genesys.<\/p>\n<p><strong>From AI Tools to Teammates: The Value of Agentic AI<\/strong><\/p>\n<p>AI works best when it\u2019s not just solving problems \u2014 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.<\/p>\n<p>And the business case is clear. In a recent Genesys Agentic AI survey:<\/p>\n<ul>\n<li>91% of CX and IT leaders believe Agentic AI will improve customer experiences<\/li>\n<li>92% say proving ROI on AI is a top priority<\/li>\n<\/ul>\n<p><strong>Aligning with the Experience Economy<\/strong><\/p>\n<p>In today\u2019s experience economy, business growth depends not just on products \u2014 but on the experiences you deliver. Agentic AI helps organisations meet this challenge by weaving empathy into every digital and human touchpoint. It&#8217;s about delivering what matters most in real time, based on context, intent and need.<\/p>\n<p>That\u2019s why forward-looking organisations are using AI to differentiate themselves \u2014 not just reduce costs.<\/p>\n<p><strong>Orchestrating the Experience: A Maturity Journey<\/strong><\/p>\n<p>Genesys outlines five levels of experience orchestration maturity \u2014 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.<\/p>\n<p>Steve Barratt explained how businesses are progressing toward Level 5: \u201cAI becomes the orchestrator \u2014 guiding decisions, informing next-best actions, and personalising experiences at scale.\u201d<\/p>\n<p><strong>Make Transparency a Competitive Advantage<\/strong><\/p>\n<p>Trust isn\u2019t just about policy \u2014 it\u2019s 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.<\/p>\n<p>\u201cWhen customers see how data is used \u2014 and what\u2019s off limits \u2014 they\u2019re more likely to engage,\u201d Shabbir noted.<\/p>\n<p><strong>Inclusive Design Isn\u2019t Optional \u2014 It\u2019s Opportunity<\/strong><\/p>\n<p>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 \u2014 and meet rising legal standards under the European Accessibility Act.<\/p>\n<p>Accessible design also improves discoverability in AI models, creating a virtuous cycle of relevance, visibility and service quality.<\/p>\n<p><strong>Future-Ready Doesn\u2019t Mean Starting Over<\/strong><\/p>\n<p>Organisations don\u2019t 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.<\/p>\n<p>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.<\/p>\n<p><strong>Looking Ahead: CX as a Connected System<\/strong><\/p>\n<p>To deliver consistently great experiences, organisations need systems that can adapt, support teams and guide interactions in real time. That\u2019s where AI becomes not just a tool, but a teammate.<\/p>\n<p>\u201cIt\u2019s not just about automating tasks. It\u2019s about enabling empathy at every level of engagement,\u201d said Barratt.<\/p>\n<p>Genesys is helping organisations lead with empathy by embedding governance, transparency and innovation across every touchpoint.<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_section full_width=&#8221;stretch_row&#8221;][vc_row][vc_column][vc_column_text css=&#8221;&#8221;] Customer expectations are shifting fast \u2014 and artificial intelligence is driving that change. For organisations across Europe, the challenge isn\u2019t 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\u2019s the focus of a recent [&hellip;]<\/p>\n","protected":false},"author":1192,"featured_media":599775,"template":"","tax_priority":[],"tax_blogtype":[],"tax_blogcategory":[15939],"tax_contenttheme":[14916,14850],"tax_bundle":[15273],"tax_contenttheme2":[16107,16140],"tax_capability_sitewide":[16209],"tax_products_programs":[17531],"tax_buying_job":[],"tax_buyer_persona":[16881],"tax_sector":[],"tax_segment":[],"class_list":["post-597618","blog","type-blog","status-publish","has-post-thumbnail","hentry","tax_blogcategory-ai-and-machine-learning-en-gb","tax_contenttheme-grow-your-business-en-gb","tax_contenttheme-improve-customer-experience-en-gb","tax_bundle-genesys-ai-en-gb","tax_contenttheme2-grow-your-business-en-gb","tax_contenttheme2-improve-customer-experience-en-gb","tax_capability_sitewide-ai-and-automation-en-gb","tax_products_programs-genesys-cloud-cx-en-gb","tax_buyer_persona-business-en-gb"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/blog\/597618","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/users\/1192"}],"version-history":[{"count":5,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/blog\/597618\/revisions"}],"predecessor-version":[{"id":605269,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/blog\/597618\/revisions\/605269"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/media\/599775"}],"wp:attachment":[{"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/media?parent=597618"}],"wp:term":[{"taxonomy":"tax_priority","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_priority?post=597618"},{"taxonomy":"tax_blogtype","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_blogtype?post=597618"},{"taxonomy":"tax_blogcategory","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_blogcategory?post=597618"},{"taxonomy":"tax_contenttheme","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_contenttheme?post=597618"},{"taxonomy":"tax_bundle","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_bundle?post=597618"},{"taxonomy":"tax_contenttheme2","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_contenttheme2?post=597618"},{"taxonomy":"tax_capability_sitewide","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_capability_sitewide?post=597618"},{"taxonomy":"tax_products_programs","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_products_programs?post=597618"},{"taxonomy":"tax_buying_job","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_buying_job?post=597618"},{"taxonomy":"tax_buyer_persona","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_buyer_persona?post=597618"},{"taxonomy":"tax_sector","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_sector?post=597618"},{"taxonomy":"tax_segment","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_segment?post=597618"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}