{"id":592606,"date":"2025-09-09T21:19:03","date_gmt":"2025-09-10T04:19:03","guid":{"rendered":"https:\/\/www.genesys.com\/blog\/post\/xperience-2025-how-ai-powered-orchestration-is-defining-the-experience-economy"},"modified":"2025-09-09T21:21:49","modified_gmt":"2025-09-10T04:21:49","slug":"xperience-2025-how-ai-powered-orchestration-is-defining-the-experience-economy","status":"publish","type":"blog","link":"https:\/\/www.genesys.com\/en-sg\/blog\/post\/xperience-2025-how-ai-powered-orchestration-is-defining-the-experience-economy","title":{"rendered":"Xperience 2025: How AI-Powered Orchestration Is Defining the Experience Economy"},"content":{"rendered":"

[vc_section full_width=”stretch_row”][vc_row][vc_column][vc_column_text css=””]NASHVILLE \u2014<\/strong> The world is changing beneath our feet and there\u2019s no going back. Artificial intelligence (AI) is reshaping how businesses connect with customers, and there are conversations in every boardroom worldwide about how to keep up.\u00a0<\/span>\u00a0<\/span><\/p>\n

At the heart of it all is the experience economy, where customers compare the experiences your enterprise provides with the best experiences they\u2019ve ever had.\u00a0<\/span><\/p>\n

That\u2019s why vendors and point solutions just don\u2019t cut it anymore \u2014 companies need true strategic partners to help them succeed. And Tuesday morning at the Xperience conference in Nashville<\/a>, Tony Bates, Chairman and CEO at Genesys, explained why Genesys is the strategic partner that\u2019s uniquely positioned to unify every experience across the enterprise with AI-Powered Experience Orchestration.\u00a0<\/span><\/p>\n

\u201cThis platform was built to evolve with you,\u201d said Bates. \u201cIt\u2019s architected for the speed you need, the security you need and the scale you need.\u201d\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=””]<\/p>\n

\u201cThis platform was built to evolve with you. It\u2019s architected for the speed you need, the security you need and the scale you need.\u201d\u00a0<\/span><\/em><\/h4>\n

 <\/p>\n

– Tony Bates, Chairman and CEO at Genesys\u00a0<\/em><\/h5>\n

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Agentic AI: The Agent of Unprecedented Transformation <\/span><\/h2>\n

Bates explained how every wave of transformation follows the same pattern: intense business pressure that\u2019s accelerated by technology disruption and ultimately results in a fundamental shift in how industries operate.
\n<\/span>
\nHe noted that he saw the pattern at Cisco with the rise of the internet and later at Microsoft with the rise of cloud computing. Now, he said we\u2019re at another inflection point as the pressure to deliver personalised experiences at scale is converging with the disruptive potential of AI and redefining how businesses engage with customers. <\/span><\/p>\n

\u201cThis is the biggest transformation of them all,\u201d said Bates. \u201cThis is the one that will change how we interact with customers and employees alike.\u201d <\/span><\/p>\n

What makes this transformation unlike the previous waves, he said, is that the technology driving it has evolved faster than ever before. AI has progressed from perception to prediction to conversation \u2014 and now to creation. <\/span><\/p>\n

\u201cWe\u2019re now at the next giant leap. We\u2019re at agentic AI,\u201d said Bates. \u201cIt moves the way we think about the experience to where we start to think about the orchestration of the experience.\u201d<\/span><\/p>\n

In the service economy, success meant workflows, rules and scripts. The tactical use of AI was considered only as an add-on for the contact centre. Organisations often chose to focus on operational efficiency or loyalty. <\/span><\/p>\n

But in today\u2019s experience economy<\/a>, it\u2019s about optimising for both at the same time. That\u2019s where Genesys comes in. <\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=””]<\/p>\n

\u201cWe\u2019re now at the next giant leap. We\u2019re at agentic AI.\u201d<\/span><\/em><\/h4>\n

 <\/p>\n

– Tony Bates, Chairman and CEO at Genesys\u00a0\u00a0<\/span><\/em><\/h5>\n

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Unifying the Enterprise with AI-Powered Experience Orchestration <\/span><\/h2>\n

Bates described how Genesys has undergone a deliberate, multi-year transformation to enable it to become a leading transformation platform for its customers. He said the idea of putting AI at the core of the entire experience economy \u2014 not just the contact centre \u2014 is powerful and informs the Genesys vision to deliver the power of empathy to every experience.
\n<\/span>
\nOrchestrating experiences with AI involves a coordinated system of capabilities happening at once. It\u2019s the broad and deep strategic use of AI to solve problems. This is what distinguishes Genesys Cloud\u2122, a leading<\/span> AI-Powered Experience Orchestration platform<\/span><\/a>, from point solutions. <\/span><\/p>\n

Automation is where it starts for most organisations. That means using AI to help reduce effort and increase speed with faster resolution, self-service and 24\/7 availability across channels. <\/span><\/p>\n

Augmentation is where AI helps elevate the performance of your employees and the experience for your customers. For employees, it means capabilities like agent copilots, real-time guidance and auto-summarisation will handle repetitive tasks so they can focus on high-value interactions. And for customers, it can reduce friction with fewer transfers, faster answers and smarter hand-offs. <\/span><\/p>\n

With personalisation, AI adapts the experience in real time by understanding context, emotional tone and preferences. It\u2019s where empathy meets intelligence, where the delivery should change based on who the customer is and what they need. <\/span><\/p>\n

Finally, with optimisation, AI doesn\u2019t just react \u2014 it learns. Journeys are continuously improved to help drive better outcomes, and better experiences for the customer and business alike. <\/span>[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section][vc_section][vc_row][vc_column][vc_column_text css=””]<\/p>\n

The Next Level of Experience <\/span><\/h2>\n

At last year\u2019s Xperience<\/a> conference, Bates introduced the<\/span> Levels of Experience Orchestration<\/span><\/a>, a six-level maturity model that provides a framework for organisations to assess where they are today, envision what\u2019s possible and build a strategy for AI-powered growth.
\n<\/span>
\nLevel 4 is where AI starts to act semi-autonomously with human oversight. It plans, adapts and reasons through a situation in real time, but always with human intervention before anything is executed. <\/span><\/p>\n

\u201cI\u2019m shocked how quickly we\u2019ve got here. This has evolved at light speed,\u201d said Bates. \u201cThe progress that\u2019s been made is astonishing \u2014 both at an industry level and here at Genesys.\u201d <\/span><\/p>\n

Level 5 is where AI becomes fully autonomous; it’s where AI pursues outcomes. Virtual agents, copilots and orchestrators are reasoning, planning and acting on their own \u2014 guided by goals, not predefined flows. It\u2019s closed-loop, self-improving orchestration across the enterprise and beyond. <\/span><\/p>\n

\u201cLevel 5 is bold,\u201d said Bates, \u201cThis is what we\u2019re building towards every single day here at Genesys.\u201d <\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=””]<\/p>\n

\u201cLevel 5 is bold. This is what we\u2019re building toward every single day here at Genesys.\u201d\u00a0<\/span><\/em><\/h4>\n

 <\/p>\n

– Tony Bates, Chairman and CEO at Genesys\u00a0<\/em><\/h5>\n

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Four Shifts Shaping the Future of the Experience Economy\u00a0<\/span><\/h2>\n

To move up the maturity model, an organisation needs to shift from tactical experimentation to strategic transformation on an AI-Powered Experience Orchestration platform.\u00a0<\/span><\/p>\n

Bates explained how there are four fundamental shifts that every organisation needs to make to be successful with AI-Powered Experience Orchestration.\u00a0<\/span>[\/vc_column_text][vc_row_inner][vc_column_inner][vc_column_text css=””]<\/p>\n

1. From applications to experiences\u00a0<\/span><\/h4>\n

Rather than saying \u201clet\u2019s get a copilot\u201d or \u201clet\u2019s automate routing,\u201d this strategic approach starts by asking what the customer is actually trying to accomplish \u2014 and how AI across the enterprise can help them do it in real time.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cExperiences don\u2019t live inside an app,\u201d said Bates. \u201cThey live across the entire journey.\u201d\u00a0<\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text css=””]<\/p>\n

2. From metrics to outcomes\u00a0<\/span><\/h4>\n

For decades, companies have measured their success with metrics like first-contact resolution, average handle time and average speed of answer. But the reality is that those are operational metrics that \u201ctell you how the machine is running,\u201d not \u201cwhether the experience is working.\u201d In the experience economy, we need to think in terms of return on experience \u2014 optimising for both efficiency and loyalty.\u00a0<\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text css=””]<\/p>\n

3. From tools to teammates\u00a0<\/span><\/h4>\n

This shift is about redefining the relationship between humans and AI. It\u2019s about AI becoming a trusted coworker, working right alongside your people to deliver better outcomes. For consumers, that means greater ease, faster resolution and more transparency. And for employees, AI becomes the teammate that never sleeps, never loses context and always has the next best action ready.\u00a0<\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text css=””]<\/p>\n

4. From point solutions to platforms\u00a0<\/span><\/h4>\n

AI-powered outcomes don\u2019t come from isolated tools; they come from solutions built to work together. You want all your AI to do four things: automate, augment, personalise and optimise. And you want it to do all of them together \u2014 across teams and channels consistently. That takes a platform.\u00a0<\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][\/vc_section][vc_section][vc_row][vc_column][vc_column_text css=””]<\/p>\n

Transforming Industries with a Strategic Platform\u00a0<\/span><\/h2>\n

The Genesys Cloud platform is built to evolve with leading enterprises across industries and geographic regions. It\u2019s open, cloud-native and architected for speed, security and growth.\u00a0\u00a0<\/span><\/p>\n

Genesys added more than 500 features to Genesys Cloud last fiscal year alone. And the platform powers over 2 billion conversations between our customers and their consumers a month in 2025.\u00a0<\/span><\/p>\n

But even the strongest platform doesn\u2019t operate in a vacuum. Genesys also works within a larger ecosystem with other strategic platforms that are powering the enterprise. To learn more about Genesys quarterly momentum and its strategic partnerships, visit the<\/span> company Newsroom<\/span><\/a>.\u00a0\u00a0\u00a0<\/span><\/p>\n

Xperience continues in Nashville with two full days of interactive sessions ranging from expert-led talks to hands-on workshops to real-world case studies. More than 2,000 attendees are in the Music City to hear about the future of AI-powered experiences. Learn more about<\/span> Xperience, the CX + AI event of the year<\/span><\/a>.\u00a0\u00a0<\/span><\/p>\n

\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

Tony Bates explains why Genesys is the strategic partner positioned to unify all experiences across the enterprise with AI-Powered Experience Orchestration<\/p>\n","protected":false},"author":185,"featured_media":592380,"template":"","tax_priority":[54],"tax_blogtype":[17756],"tax_blogcategory":[15928,15977,18426],"tax_contenttheme":[14904],"tax_bundle":[15268],"tax_contenttheme2":[16105,16139,16156],"tax_capability_sitewide":[16201],"tax_products_programs":[16477,17548],"tax_buying_job":[16738],"tax_buyer_persona":[16887,16919,18552],"tax_sector":[],"tax_segment":[17079,17104,17125],"class_list":["post-592606","blog","type-blog","status-publish","has-post-thumbnail","hentry","tax_priority-54","tax_blogtype-genesys-en-sg","tax_blogcategory-ai-and-machine-learning-en-sg","tax_blogcategory-announcements-en-sg","tax_blogcategory-experience-orchestration-en-sg","tax_contenttheme-level-up-your-technology-en-sg","tax_bundle-genesys-ai-en-sg","tax_contenttheme2-grow-your-business-en-sg","tax_contenttheme2-improve-customer-experience-en-sg","tax_contenttheme2-improve-employee-experience-en-sg","tax_capability_sitewide-ai-and-automation-en-sg","tax_products_programs-genesys-ai-en-sg","tax_products_programs-genesys-cloud-cx-en-sg","tax_buying_job-job-5-validation-en-sg","tax_buyer_persona-business-en-sg","tax_buyer_persona-technical-en-sg","tax_buyer_persona-technical-en-sg-2","tax_segment-enterprise-en-sg","tax_segment-midsized-en-sg","tax_segment-smb-en-sg","tax_content_type-blog-en-sg"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/blog\/592606","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/users\/185"}],"version-history":[{"count":3,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/blog\/592606\/revisions"}],"predecessor-version":[{"id":592609,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/blog\/592606\/revisions\/592609"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/media\/592380"}],"wp:attachment":[{"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/media?parent=592606"}],"wp:term":[{"taxonomy":"tax_priority","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_priority?post=592606"},{"taxonomy":"tax_blogtype","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_blogtype?post=592606"},{"taxonomy":"tax_blogcategory","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_blogcategory?post=592606"},{"taxonomy":"tax_contenttheme","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_contenttheme?post=592606"},{"taxonomy":"tax_bundle","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_bundle?post=592606"},{"taxonomy":"tax_contenttheme2","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_contenttheme2?post=592606"},{"taxonomy":"tax_capability_sitewide","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_capability_sitewide?post=592606"},{"taxonomy":"tax_products_programs","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_products_programs?post=592606"},{"taxonomy":"tax_buying_job","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_buying_job?post=592606"},{"taxonomy":"tax_buyer_persona","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_buyer_persona?post=592606"},{"taxonomy":"tax_sector","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_sector?post=592606"},{"taxonomy":"tax_segment","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_segment?post=592606"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}