Five9 has unveiled a new brand identity to underscore how it’s advancing in the age of AI.
Sharing the news on LinkedIn, Niki Hall, Chief Marketing Officer at Five9, noted how AI is changing the customer experience landscape rapidly and stated:
[At] Five9, we’re not just keeping up—we’re leading the way with The New CX, where AI and humans work together to create seamless, effortless, and meaningful interactions.
“Today, we unveiled a bold, reimagined brand identity—one that reflects the transformation happening in CX,” she continued.
“Our previous logo symbolized our leadership as a pioneer in cloud technology. While [the] cloud remains foundational to our business (and there’s still plenty of opportunity for on-prem to cloud migration), it was time for our brand to evolve in step with the innovation we deliver to the market.”
Five9 showcased its thought leadership in 2024 with its GenAI Studio, one of the first solutions that allowed customers to customize the prompt to a large language model (LLM) and better power its GenAI capabilities.
Later came the Five9 AI Agent, an evolution of its intelligent virtual agent (IVA), highlighting how the vendor again helped to lead the autonomous AI era.
Yet, Five9 also delivered a framework for implementing AI – named Genius AI – to help close the AI education gap, which contact centers and the broader enterprise alike are struggling with.
These releases beckoned the vendor’s new identity, as Hall explains:
Our new identity signals a future-focused Five9—one that is streamlined, simplifies complexity, enhances efficiency, and elevates customer engagement.
The video below introduces Five9’s new branding.
As evident, the main feature Five9’s makeover is the modernized logo, which adds a cleaner, fresher look to the historic one from the past.
A vibrant new color palette sees the introduction of a “citrus hue” that “symbolizes the ‘aha’ moments and deep insights unlocked in AI.”
The tagline “The new CX starts here” hints at AI’s changing paradigm, and the redesign goes deeper than aesthetics.
These features dovetail into a sharper focus on what truly matters to Five9: “Bringing joy to CX.”
Wrapping up her post, Hall addressed the social media platform. “This is more than a refresh. It’s a reflection of who we are today – and where we’re going.
Five9 is here to drive impact, efficiency, and exceptional customer experiences.
Five9’s AI Strategy Allows Brands to Move at Their Own Pace
While the new branding frames Five9 as a vendor chasing the future of AI, its customers don’t have to follow their lead. Instead, they can embrace AI at their own pace.
Indeed, that was the big message at the recent Five9 CX Summit, where the vendor introduced the idea of AI modularity, allowing CX business leaders to set the speed of change.
The Five9 AI Agent is a testament to this mindset, allowing Five9 customers to dictate which intents the customer-facing agent may find answers for, making the concept of “guardrails” much more tangible.
Yet, the CCaaS Magic Quadrant leader dovetailed that message by noting that AI is no longer a mystical superpower; real results are tangible.
As such, the branding may also signal that now is the time to drive AI advancement throughout the contact center and beyond.
