Last week, Qualtrics made several major announcements that will shape the company’s future.
Qualtrics X4 2025, the vendor’s experience management (XM) conference, set the stage for the announcements.
The event brought together industry leaders, executives, and innovators to discuss the latest trends in customer, employee, product, and brand experience.
Unsurprisingly, the bulk of Qualtrics’ revelations revolved around AI, with the vendor promising beforehand to showcase how AI is driving major shifts in experiences across the board.
Zig Serafin, CEO of Qualtrics, felt like his company had achieved that.
In a post on LinkedIn celebrating the event, he wrote: “We’ve spent the past week exploring how AI and human connection must go hand in hand.
The brands that get this right – those that truly anticipate customer needs – will win the future.
So, without further ado, let’s take a look at what Qualtrics revealed to its customers:
1. Experience Agents
Arguably, the biggest announcement was the unveiling of Qualtrics’ Experience Agents.
The “highly-specialized AI agents”, can engage with customers as they complete customer surveys, online product reviews, and various other digital experiences.
In doing so, they offer support at points of friction, anticipate needs, and proactively offer service.
However, these agents don’t only support customers; they support employees, too, offering guidance and automating tasks as staff complete work within the Qualtrics platform.
By responding in real time and tracking market trends, the agents also help improve experiences and drive strategic growth.
In discussing the release, Serafin claimed: “Experience Agents represent a radical shift in what’s possible from an Experience Management platform.
Only Qualtrics has the deep human understanding and industry-specific expertise to power a true agentic experience across billions of touch points, on every channel, and in every moment that matters.
2. Qualtrics and LangChain Partner to Develop Experience Agents
As the heading suggests, this next announcement also concerns Experience Agents; specifically, how they are being developed.
Qualtrics has confirmed a partnership with LangChain – an AI and LLM specialist – to leverage its LangGraph Platform for building and managing Experience Agents.
This platform enables Qualtrics to design, deploy, and refine AI agent workflows without coding while offering advanced debugging and API capabilities.
Additionally, Qualtrics and LangChain are collaborating on an open-source framework to standardize AI agent development.
With organizations using multiple frameworks, seamless agent-to-agent communication can be challenging.
By supporting this initiative, Qualtrics is ensuring its Experience Agents integrate tightly with existing technology, enhancing business impact and maximizing investments.
Harrison Chase, CEO and Co-Founder of LangChain, stated that the partnership “represents a major step forward in the evolution of experience management.
With our innovative LangGraph Platform, we’re empowering Qualtrics to create specialized agents that not only enhance engagement but also foster deeper connections between businesses and their customers.
3. Supporting Agentic AI with Omnichannel Insights
Alongside the Experience Agents, Qualtrics also announced a number of new solutions aimed at delivering omnichannel insights to support customers’ agentic AI offerings.
Chief amongst these tools are the Location Experience Hub and Qualtrics Assist for CX.
Both tools are available as enhancements to the XM for Customer Experience suite and are designed to help businesses capture and analyze customer feedback across all channels.
The Location Experience Hub provides frontline teams with real-time insights into customer experience at their specific locations.
For example, store managers can quickly assess the trends in customer satisfaction and take immediate action across multiple channels using AI-powered personalized responses.
Qualtrics Assist for CX, on the other hand, uses AI to deliver rapid insights from both structured and unstructured customer feedback.
The tool allows CX leaders to ask straightforward questions about customer concerns or emerging themes, and Qualtrics Assist will generate actionable insights along with tailored recommendations.
These recommendations are informed by expert-designed methodologies, best practices, and industry benchmarks to guide teams in improving their customer experience strategies.
In discussing the products, Brad Anderson – President of Product, User Experience, and Engineering at Qualtrics – stated that “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.
4. New Market Intelligence Capabilities
In addition to the other releases, Qualtrics also announced the launch of Qualtrics Edge, an advanced market intelligence platform that blends AI, synthetic insights, market research data, and expert advisory services.
Qualtrics Edge provides organizations with visibility into business trends, customer needs, and strategic opportunities by offering access to millions of trusted consumer insights, market trends, and industry benchmarks.
According to Qualtrics, the solution delivers insights much faster and at a lower cost compared to traditional research programs.
The tool also boasts advanced AI features like Edge Audiences and Edge Instant Insights, which equips Qualtrics Edge with the capabilities to help companies conduct customer, employee, and market research at scale.
Brad Anderson – Qualtrics President of Products, User Experience, and Engineering – claimed that “Qualtrics Edge is a transformative shift in how businesses gather and use customer insights.
Edge’s speed, scalability, and AI-powered intelligence is proven to rapidly help organizations drive success by staying ahead of consumer needs, making smarter decisions, and increasing operational efficiencies.
5. Customer Stories
Aside from new product announcements, Qualtrics also shared the winners of its customer awards. Here are two stories that caught the eye:
KFC
The vendor describes fast food giant KFC’s experience management program as being “at the heart” of the company’s growth.
Qualtrics enables KFC to use real-time insights to empower its teams across 30,000 locations in over 150 countries, ensuring they meet guest expectations seamlessly.
AI-powered analytics have boosted operational efficiency, allowing for quicker service and superior performance across multiple channels, helping frontline teams work more effectively.
Moreover, by consolidating customer feedback from digital, in-store, and delivery channels, KFC gains a comprehensive view of the customer experience. This enables the brand to continuously improve key touchpoints.
Through predictive analytics, KFC can anticipate guest needs, reduce churn, enhance satisfaction, and strengthen relationships, reinforcing its leadership in the QSR industry.
Ford
From fast food to fast cars, Qualtrics also discussed its partnership with Ford.
The vendor detailed how it helped the multinational automaker streamline its platform to better capture employee sentiment across its global workforce of over 150,000 employees.
This transition led to a 25-point increase in response rates for their annual survey, providing leadership with deeper insights into employee engagement and satisfaction.
This data-driven approach allowed Ford to proactively address workplace challenges, tailor initiatives, and foster a more inclusive environment, reinforcing its commitment to innovation and teamwork.
By integrating employee and customer insights, Ford is optimizing operations and focusing on areas like communication and rewards.
These advancements not only improve people analytics but also align talent decisions with broader business goals, positioning Ford for sustained growth and success in a rapidly evolving market.
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