Qualtrics has unveiled its XM Data & AI platform for experience management, with release scheduled for 2027.
The platform is designed to shift experience management from measuring customer and employee feedback to simulating likely responses, predicting individual behaviour and taking action based on those insights.
It draws on more than two decades of experience data from 18,000 organisations. That dataset has been expanded with healthcare experience data from more than 41,000 facilities through the addition of Press Ganey, following Qualtrics' USD $6.75 billion acquisition of Press Ganey Forsta.
Qualtrics outlined three main elements in the system: simulation, prediction and what it calls trusted outcomes. In practice, organisations would be able to create digital twins of customers to test decisions such as pricing, products and policies before launch, use prediction models to anticipate behaviour and deploy Experience Agents to act within internal rules and policies.
Jason Maynard, Chief Executive Officer of Qualtrics, described the launch as a step towards using experience data more directly in commercial decision-making.
"Experience has always been the strategy every leader believed in, but unfortunately the technology wasn't available to execute at scale," Maynard said.
He added: "Customer lifetime value determines how a company performs over time, and experience is what builds and compounds that value. XM Data & AI is how organisations deliver legendary outcomes in the moments that matter."
Qualtrics argues that many businesses still rely on fragmented survey tools and static data systems that can report on sentiment after an event but cannot respond during customer interactions. The new platform is intended to combine data, modelling and automated action in a single system.
Available now
Alongside the longer-term platform launch, Qualtrics announced two products that are available immediately.
The first is the Experience Loop Diagnostic Service, which is designed to help organisations identify the customer and employee moments that have the greatest effect on business outcomes. The service maps customer lifecycles, highlights missing data and identifies disconnected systems that may limit a company's understanding of what happens next in the relationship.
According to Qualtrics, the work produces a relationship map of how an experience operates, a model showing which moments carry the greatest weight for the business and a governance plan setting out what should change first.
The second launch is Reputation Experience, a tool that brings public reviews and reputation data into the wider XM platform. The product is intended to connect online reviews with other experience data while helping companies manage location details, contact information and responses across platforms including Google, Yelp and Facebook.
Customer use
Qualtrics also used the announcement to highlight customer deployments and partner support for its direction in AI-led experience management.
"It's not enough to know what's resonating after the fact," said Steve Lilly, Director of Customer Experience at SiriusXM. "The organisations that win are the ones that can hear signals across every touchpoint and act on it in real time. That's why we're working with Qualtrics to transform our approach to experience management."
Qualtrics said TruGreen has deployed Experience Agents across millions of customer interactions. The company said the work generated USD $7 million in return on investment from closed-loop feedback with automated responses, a 30 per cent reduction in customer escalations and USD $30 million in total return on investment across digital optimisation, retention and churn prevention.
The announcement comes as software suppliers race to show how artificial intelligence can do more than summarise customer feedback. Qualtrics is positioning its approach around proprietary experience data and industry-specific context, including healthcare data brought in through Press Ganey, rather than relying solely on general-purpose large language models.
Qualtrics said customer data on the platform would remain within an organisation's own environment and would not be used to train shared models. It also said the system is designed to check any automated action against an organisation's rules before it reaches an end user.
At the centre of the platform is what Qualtrics calls an experience ontology, which it says gives data context by linking signals to individuals, lifecycle stages and the next likely action. Qualtrics argues that this layer is needed to reduce errors and make automated decisions more reliable.
The platform is built to support what Qualtrics describes as continuous experience loops rather than fixed journey maps, with the aim of helping organisations manage customer relationships from acquisition to retention and growth.
Under that model, Qualtrics is seeking to widen the role of experience management software from a measurement tool to a system used to test decisions before launch and intervene during live customer interactions.