Win the CX Race with AI-Powered Experience Orchestration

Traditional customer experience (CX) strategies fall short in today’s experience economy; more consumers than ever have firsthand experience with artificial intelligence (AI)-powered technology that drives personalized and streamlined experiences. And today’s customers view brands as a single entity delivering one experience, yet many businesses continue to manage channels as distinct interactions and contacts — both of which are at odds with the customer’s experience and lasting perception of the brand. Each customer’s interaction has the potential to make or break a customer’s overall experience. While businesses leverage AI and automation as tools to streamline the customer experience, they are tools in a much larger CX engine.

In this playbook, you’ll discover what it takes to orchestrate every experience across every channel, every time. Wherever you are on your journey, you’ll find strategies to help you deliver the next level of experience.

While businesses leverage AI and automation as tools to streamline the customer experience, they are tools in a much larger CX engine.

How to win the CX race

Winning in today’s competitive customer experience landscape requires more than just great service — it demands highly intelligent, personalized and proactive engagement at every touchpoint. Customers expect brands to anticipate their needs, deliver seamless interactions and create frictionless journeys. The companies that rise to the top aren’t just automating tasks; they’re orchestrating end-to-end journeys — for customers and employees — that are effortless and intuitive. This is what we call AI-Powered Experience Orchestration.

At its core, experience orchestration has two objectives:

• Increase customer loyalty for long-term growth
• Reduce the cost of operations

Orchestrate every moment, elevate every experience

With AI-Powered Experience Orchestration, you can go beyond automation to seamlessly coordinate interactions, data and technology in real time. It enables businesses to anticipate customer intent, proactively guide customer journeys and empower employees with the right insights at the right time. The result is faster resolutions, effortless interactions and deeper customer loyalty. Experience orchestration eliminates silos, reduces friction and unlocks the full potential of both customer and employee engagement — driving competitive advantage and better business outcomes.

The levels of experience orchestration

While adopting new innovations will help your business progress through the levels, every organization moves at its own pace. What matters most is the journey — one that leads to more seamless, intelligent and elevated experiences for your customers and employees. The most impactful areas to accelerate experience orchestration include conversational, predictive and generative AI, enabling the automation, augmentation, personalization and continuous optimization of inefficient experiences. To move toward universal orchestration, it’s essential to understand the levels of experience orchestration. This maturity model will help you assess where your business stands today, and how you can chart your path forward.

The industry advantage with experience orchestration

For businesses across industries, creating elevated experiences has become a strategic differentiator — just as much as the pricing, quality and convenience of their products and services. While brands know customer experiences directly impact their business results, a gap still exists between what businesses are aiming to achieve and what their customers are experiencing. In fact, the 2025 Genesys “State of Customer Experience” report revealed 30% of consumers say they’ve stopped using a company after a negative interaction in the past year.

With the integration of customer data and relevant information from areas across a business, brands gain a better understanding of customer behavior, preferences and needs. See how experience orchestration plays an essential role across top industries.

Thirty percent of consumers say they’ve stopped using a company after a negative interaction in the past year.

“The State of Customer Experience,”
Genesys, 2025

Five examples of experience orchestration in action

Banking

Customer-facing roles across the financial services industry need data analytics to drive success and fuel predictive engagement. Experience orchestration enables financial service organizations to integrate departmental silos and unify communications across all engagement channels. This opens opportunities for financial service organizations to trigger personalized offers based on a customer’s previous actions.

Healthcare

Streamlining the patient journey is essential to helping patients access the care and support they need. With experience orchestration, health systems can send automatic reminders for upcoming appointments, schedule follow-up visits or notify a patient that their prescription refills are due. Automating these steps lessens the burden on care teams and helps connect patients to the next step in their care journey.

Hospitality

Artificial intelligence has transformed hotel marketing, enabling hospitality brands to interact with guests in real time with personalized recommendations and offers. With an experience orchestration strategy, AI can also help hotels identify effective influencers for hotel campaigns, monitor social platforms for customer feedback and automate digital campaigns.

Retail

Marketing campaigns drive customer engagement, and experience orchestration enhances campaign impact through proactive automation. By triggering personalized interactions through email, chat or text based on customer actions, marketers can optimize customer engagement with data-driven insights.

Technology

Automating repetitive, simple or predictive tasks frees agents to focus on higher-value customer requests — ultimately leading to better customer experiences. By using self-service options like virtual agents to handle common queries like password resets or updating billing information, customer support teams can handle more complex and urgent issues, speeding resolution for customers.

The future of CX is orchestrated

Customer expectations are evolving, and traditional approaches to CX no longer cut it. Now’s the time to move beyond automation and embrace end-to-end orchestration, enabling your business to break down silos and connect channels, data and AI for seamless customer and employee experiences.

Whether your organization is in the beginning levels of experience orchestration or advancing toward predictive, real-time orchestration, every step forward enhances customer experiences and drives business results.

Experience orchestration starts with a comprehensive AI-powered cloud solution to integrate and coordinate AI, technologies, data and channels across the entire customer journey. While the journey is a continuous evolution, with the right strategy and technology, you can create the next level of experience at scale.

Deliver the next level of experience with Genesys

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About Genesys

Genesys empowers organizations of all sizes to improve loyalty and business outcomes by creating the best experiences for their customers and employees. Through Genesys Cloud™, the AI-Powered Experience Orchestration platform, organizations can accelerate growth by delivering empathetic, personalized experiences at scale to drive customer loyalty, workforce engagement, efficiency and operational improvements. Visit www.genesys.com.