{"id":649044,"date":"2026-10-15T16:47:17","date_gmt":"2026-10-15T23:47:17","guid":{"rendered":"https:\/\/www.genesys.com\/blog\/post\/the-experience-economy-sets-a-new-standard-in-cx-ai-closes-the-gap"},"modified":"2026-10-15T16:47:30","modified_gmt":"2026-10-15T23:47:30","slug":"the-experience-economy-sets-a-new-standard-in-cx-ai-closes-the-gap","status":"publish","type":"blog","link":"https:\/\/www.genesys.com\/en-sg\/blog\/post\/the-experience-economy-sets-a-new-standard-in-cx-ai-closes-the-gap","title":{"rendered":"The experience economy sets a new standard in CX. AI closes the gap."},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_section][vc_row][vc_column][vc_column_text css=&#8221;&#8221;]<span data-contrast=\"auto\">Everyone has been on the customer side of a support call. You explain the problem once, get transferred and explain it again to someone who doesn\u2019t have the context to understand the challenge you\u2019re facing. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">What feels like one frustrating interaction to you is a completely different picture behind the scenes \u2013 one that can involve dozens of systems that were never built to talk to each other.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">There\u2019s a gap between how a customer experiences a problem and how the business behind it processes one. That gap is becoming harder to ignore in the experience economy. Customers increasingly expect every organisation to deliver the kind of consistent, personalised experiences they know are possible.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">It\u2019s\u00a0also at the heart of the\u00a0\u201cGreat Customer Expectations\u201d episode\u00a0of\u00a0<\/span><i><span data-contrast=\"auto\">Threads of<\/span><\/i><span data-contrast=\"auto\">\u00a0Connectivity, a mini-documentary series\u00a0<\/span><a href=\"https:\/\/www.nationalgeographic.com\/science\/article\/paid-content-great-customer-expectations\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">on National Geographic\u00a0global digital platforms<\/span><\/a><span data-contrast=\"auto\">. The episode brings together Genesys leaders, Virgin Atlantic and independent experts to explore how AI, data and cloud are changing what\u2019s possible for customer experience.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">As Genesys Chairman and CEO Tony Bates explains during the episode, \u201cYou\u2019re not just comparing the best experience in, say, one industry like healthcare or another industry like travel. You\u2019re actually comparing your best experience across every single one of those industries.\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">That comparison is now the baseline for every customer expectation. The real question is why customers are holding every organisation to it in the first place.<\/span><\/p>\n<p><iframe title=\"Threads of Connectivity: AI &amp; Data Cloud (Full Episode)\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/YR7JmR-MnsA?start=27&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2><strong><span class=\"TextRun SCXW267372342 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW267372342 BCX0\" data-ccp-parastyle=\"heading 2\">Making complexity invisible<\/span><\/span><span class=\"EOP Selected SCXW267372342 BCX0\" data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:160,&quot;335559739&quot;:80}\">\u00a0<\/span><\/strong><\/h2>\n<p><span data-contrast=\"auto\">It\u2019s easy to assume customers have simply become more demanding. But Louise Phillips, VP of Customer Centres at Virgin Atlantic, offers a different perspective. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cIt\u2019s not\u00a0that\u00a0customers are more demanding, they just are more cognizant of what is possible.\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Consider an airline disruption. A customer sees a cancellation, delay or lost bag as one problem. Behind the scenes, Phillips explains, it can represent \u201chundreds, if not thousands of decisions being made at once.\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Customers shouldn\u2019t have to understand that complexity. They expect the organisation to understand what happened and help make it right.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The opportunity here is to make the complexity behind the experience invisible.<\/span>[\/vc_column_text][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2><span class=\"EOP Selected CommentStart SCXW83872282 BCX0\" data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:160,&quot;335559739&quot;:80}\"><span class=\"TextRun SCXW220270817 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW220270817 BCX0\" data-ccp-parastyle=\"heading 2\"><span class=\"TextRun SCXW134733412 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW134733412 BCX0\" data-ccp-parastyle=\"heading 1\"><span class=\"TextRun SCXW202049956 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW202049956 BCX0\" data-ccp-parastyle=\"heading 2\">From disconnected interactions to orchestrated experiences<\/span><\/span><span class=\"EOP Selected SCXW202049956 BCX0\" data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:160,&quot;335559739&quot;:80}\">\u00a0<\/span><\/span><\/span><\/span><\/span><\/span><\/h2>\n<p><span data-contrast=\"auto\">Making that complexity invisible takes more than adding AI to individual touchpoints. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">It requires experience orchestration \u2014 connecting people, systems, data and interactions so organisations can shape experiences in real time that are both efficient and empathetic. <\/span><a href=\"https:\/\/www.genesys.com\/en-sg\/blog\/post\/from-conversation-to-resolution-genesys-cloud-agentic-virtual-agent\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Agentic AI<\/span><\/a><span data-contrast=\"auto\">\u00a0takes\u00a0that opportunity further.\u00a0Unlike AI designed primarily to respond to prompts or follow predefined workflows, agentic AI can reason,\u00a0plan\u00a0and\u00a0take action\u00a0toward a goal.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cThat\u2019s not a chatbot. That\u2019s a goal-seeking system. It\u2019s a planning system, and they\u2019re very, very different in what you can build,\u201d said Glenn Nethercutt, EVP, Chief Technology Officer, Genesys. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For customers, that shift shows up in something simple: getting help in their own words, without translating their problem into the system\u2019s language. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cThat experience of being able to have an AI agent reason through what you\u2019re trying to solve in your native language is transformational,\u201d said Elcenora Martinez, SVP of Product Management at Genesys.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">With the right context and orchestration behind it, AI can move beyond providing a better answer to helping achieve an outcome \u2014 connecting information and coordinating action to reduce effort required from the customer. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span>[\/vc_column_text][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2><span class=\"TextRun SCXW83872282 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW83872282 BCX0\" data-ccp-parastyle=\"heading 3\"><span class=\"TextRun SCXW257199888 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW257199888 BCX0\" data-ccp-parastyle=\"heading 3\"><span class=\"TextRun SCXW85000872 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW85000872 BCX0\" data-ccp-parastyle=\"heading 3\"><span class=\"TextRun SCXW35946742 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW35946742 BCX0\" data-ccp-parastyle=\"heading 2\"><span class=\"TextRun SCXW138057031 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW138057031 BCX0\" data-ccp-parastyle=\"heading 2\"><span class=\"TextRun SCXW211312447 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun CommentStart SCXW211312447 BCX0\" data-ccp-parastyle=\"heading 1\"><span class=\"TextRun SCXW703554 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW703554 BCX0\" data-ccp-parastyle=\"heading 2\">From reactive service to proactive experiences<\/span><\/span><span class=\"EOP Selected SCXW703554 BCX0\" data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:160,&quot;335559739&quot;:80}\">\u00a0<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/h2>\n<p><span data-contrast=\"auto\">The next evolution could change something even more fundamental:\u00a0who acts first.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Customer service has traditionally been reactive. When something goes wrong, the customer recognises it and reaches out for help. Agentic AI creates the potential to reverse that dynamic.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Bates asks us to imagine an organisation recognising an issue and resolving it proactively \u2014 \u201cwithout you even needing to know about it.\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">It marks a shift from reacting to customer needs to\u00a0anticipating\u00a0intent and orchestrating the right outcome in real time.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">And it\u00a0doesn\u2019t\u00a0make the human role less important.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Phillips describes the Virgin Atlantic approach as using AI to \u201cexpand human capability\u201d \u2014 surfacing information faster, reducing repetitive work and making personalisation possible without losing empathy or human judgment. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The\u00a0goal\u00a0is to use technology to\u00a0navigate complexity\u00a0throughout a customer journey\u00a0\u2014 while creating more space for people to bring empathy and judgment to the moments where they matter most.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The next level of customer experience will be defined by how little friction customers feel and how well they feel understood.\u00a0<\/span>[\/vc_column_text][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2><span class=\"TextRun SCXW83872282 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW83872282 BCX0\" data-ccp-parastyle=\"heading 3\"><span class=\"TextRun SCXW257199888 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW257199888 BCX0\" data-ccp-parastyle=\"heading 3\"><span class=\"TextRun SCXW85000872 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW85000872 BCX0\" data-ccp-parastyle=\"heading 3\"><span class=\"TextRun SCXW35946742 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW35946742 BCX0\" data-ccp-parastyle=\"heading 2\"><span class=\"TextRun SCXW138057031 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW138057031 BCX0\" data-ccp-parastyle=\"heading 2\"><span class=\"TextRun SCXW211312447 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun CommentStart SCXW211312447 BCX0\" data-ccp-parastyle=\"heading 1\"><span class=\"TextRun SCXW57869977 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW57869977 BCX0\" data-ccp-parastyle=\"heading 2\">See where customer expectations are headed next<\/span><\/span><span class=\"EOP Selected SCXW57869977 BCX0\" data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:160,&quot;335559739&quot;:80}\">\u00a0<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/h2>\n<p><span data-contrast=\"auto\">CX leaders see the answer in orchestration \u2013 connecting the systems and data behind an experience, so customers never have to bridge the gap themselves.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Customers won\u2019t have to repeat themselves, get transferred to someone new or start over. The organisations that get there first will have it handled before anyone thinks to reach out.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Download\u00a0<\/span><a href=\"https:\/\/www.genesys.com\/en-sg\/resources\/state-of-cx\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">\u201cThe State of Customer Experience\u201d report from Genesys<\/span><\/a><span data-contrast=\"auto\"> to find out how customer expectations have changed, how CX leaders are responding and what organisations need to win in the agentic era.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section][vc_row][vc_column][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_section][vc_row][vc_column][vc_column_text css=&#8221;&#8221;]Everyone has been on the customer side of a support call. You explain the problem once, get transferred and explain it again to someone who doesn\u2019t have the context to understand the challenge you\u2019re facing. \u00a0 What feels like one frustrating interaction to you is a completely different picture behind the scenes \u2013 one [&hellip;]<\/p>\n","protected":false},"author":185,"featured_media":637637,"template":"","tax_priority":[],"tax_blogtype":[17756],"tax_blogcategory":[15928,18238,18426],"tax_contenttheme":[14902],"tax_bundle":[],"tax_contenttheme2":[16156],"tax_capability_sitewide":[16201,16256,18533],"tax_products_programs":[16477,17548],"tax_buying_job":[16633,16651],"tax_buyer_persona":[16887],"tax_sector":[16931,16966,16986,17015,17025,17050],"tax_segment":[17079,17104,17125],"class_list":["post-649044","blog","type-blog","status-publish","has-post-thumbnail","hentry","tax_blogtype-genesys-en-sg","tax_blogcategory-ai-and-machine-learning-en-sg","tax_blogcategory-customer-journey-management-en-sg","tax_blogcategory-experience-orchestration-en-sg","tax_contenttheme-improve-customer-experience-en-sg","tax_contenttheme2-improve-employee-experience-en-sg","tax_capability_sitewide-ai-and-automation-en-sg","tax_capability_sitewide-digital-en-sg","tax_capability_sitewide-journey-management-en-sg","tax_products_programs-genesys-ai-en-sg","tax_products_programs-genesys-cloud-cx-en-sg","tax_buying_job-job-1-problem-identification-en-sg","tax_buying_job-job-2-solution-exploration-en-sg","tax_buyer_persona-business-en-sg","tax_sector-financial-en-sg","tax_sector-healthcare-en-sg","tax_sector-industrial-en-sg","tax_sector-public-en-sg","tax_sector-retail-en-sg","tax_sector-technology-en-sg","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\/649044","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":2,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/blog\/649044\/revisions"}],"predecessor-version":[{"id":649046,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/blog\/649044\/revisions\/649046"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/media\/637637"}],"wp:attachment":[{"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/media?parent=649044"}],"wp:term":[{"taxonomy":"tax_priority","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_priority?post=649044"},{"taxonomy":"tax_blogtype","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_blogtype?post=649044"},{"taxonomy":"tax_blogcategory","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_blogcategory?post=649044"},{"taxonomy":"tax_contenttheme","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_contenttheme?post=649044"},{"taxonomy":"tax_bundle","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_bundle?post=649044"},{"taxonomy":"tax_contenttheme2","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_contenttheme2?post=649044"},{"taxonomy":"tax_capability_sitewide","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_capability_sitewide?post=649044"},{"taxonomy":"tax_products_programs","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_products_programs?post=649044"},{"taxonomy":"tax_buying_job","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_buying_job?post=649044"},{"taxonomy":"tax_buyer_persona","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_buyer_persona?post=649044"},{"taxonomy":"tax_sector","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_sector?post=649044"},{"taxonomy":"tax_segment","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_segment?post=649044"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}