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.