Qualtrics is putting agentic AI at the heart of its message - and its platform. This morning it introduced a series of AI-driven innovations designed to enhance customer experience management. These innovations are part of the company's XM for Customer Experience suite, which includes the Location Experience Hub and Qualtrics Assist for CX. The tools are intended to help businesses gather both structured and unstructured feedback across all channels, offering a comprehensive view of customer experiences.

It also introduced a new market intelligence platform named Qualtrics Edge. The platform integrates artificial intelligence, synthetic insights, market research data, and expert advisory services. It is designed to enhance strategic decision-making and improve customer attraction and retention.

Presenting to media and analysts just prior to the start of the event, Qualtrics CEO Zig Serafin said, "Over the last decade, we've built our employee experience application suite, customer experience applications, and strategy and research capabilities-all on a single system. Experience agents now form a new defining layer of that platform, enabling us to innovate in how agentic AI transforms experience management."

"At the core of our platform is a deep understanding of human beings-what drives connection, preferences, and interests, and what signals future behaviour," he said. He said this understanding of 'connection' helps the firm identify friction points and determine which interventions have the most statistically significant impact when addressed at the right moments. According to Serafin, "With this strong signal foundation, we've built applications that empower experience agents with a wide range of capabilities. They can improve interactions in real time, fix issues proactively, anticipate needs, and personalize experiences. You'll continue to see a variety of solutions being developed on this system."

Qualtrics claims the new capabilities in the XM for Customer Experience Suite provide instant access to customer feedback, competitor insights, and industry benchmarks. Among the features is Conversational Feedback, which adapts survey questions in real-time to collect more actionable feedback. Additionally, Digital Experience Analytics uses behavioural clues to identify issues and improve user experience.

Meanwhile, the Qualtrics Location Experience Hub provides a real-time overview of customer experience at specific locations. Qualtrics Assist for CX is aimed at delivering rapid insights based on customer feedback and offers recommendations for action.

According to Brad Anderson, President of Product, User Experience, and Engineering at Qualtrics, "Too often, AI tailored for efficiency means businesses miss out on the chance to build more personal connections with a customer. These new AI-powered capabilities in the XM for Customer Experience suite are critical to building more personalized customer relationships at scale to reduce customer churn and improve the lifetime value of each customer."

Qualtrics Insights Explorer is another feature that analyses customer feedback to identify issues impacting customer experience. The company is positioning these innovations as essential tools for building personalized customer relationships and reducing churn.

Anderson further stated, "It only takes a second to win or lose a customer's trust - and with Qualtrics, organizations can effortlessly understand their entire customer experience across every channel to take the right action when and where it matters most."

The company also introduced a new market intelligence platform named Qualtrics Edge. The platform integrates artificial intelligence, synthetic insights, market research data, and expert advisory services. It is designed to enhance strategic decision-making and improve customer attraction and retention.

Cutting edge insights

A key feature of Qualtrics Edge is Edge Audiences, which employs AI-powered synthetic panels. This feature reportedly reduces survey costs by up to 70% and can decrease collection times from weeks to mere minutes. Another feature, Edge Instant Insights, offers immediate access to millions of trusted benchmarks and data points. This is powered by Qualtrics and partners, including NPS Prism by Bain & Company.

Qualtrics Edge is positioned as a tool that provides visibility into business trends, customer needs, and strategic opportunities. It allows for rapid customer, employee, and market research at scale. The platform combines publicly available data, Qualtrics' experience data, and predictive analytics to deliver synthetic insights.

Additional reporting by Andrew Birmingham who is attending X4 as a guest of Qualtrics