Win the CX Race with Orchestrated AI

Back to Future of CX home page

Traditional customer experience (CX) strategies fall short in today’s experience economy. Consumer expectations are being reshaped by automated interactions, powered by artificial intelligence (AI), that feel seamless, personalized and intuitive. As a result, customers increasingly expect every brand interaction to reflect that same level of coherence and intelligence — and they expect brands to deliver a unified, cohesive experience. Yet many businesses still manage channels as distinct interactions and contacts, creating a disconnect that undermines the customer’s overall perception. Each interaction has the potential to make or break a customer’s overall experience. While businesses leverage AI and automation to streamline service, lasting competitive advantage lies in orchestrating experiences across every system, role and touchpoint. Agentic AI now expands this potential further, enabling semi-autonomous systems to sense context, plan actions and adapt in the moment — all within secure, human-defined guardrails.

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 customer experience, they are tools in a much larger CX engine.

How to win the CX race

Winning in today’s competitive CX 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 value of AI-Powered Experience Orchestration:

Automate customer experiences to deliver cost savings.
Augment employee experiences to achieve operational efficiencies.
Personalize experiences with data to boost loyalty and reduce attrition.
Optimize processes with insights to improve business outcomes.
Coordinate systems, data and actions in real time to deliver empathetic CX and reduce friction.

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, generative and agentic 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.

Zero orchestration

All interactions are manual and reactive, handled entirely by human agents with no automation or insight support, leading to high effort and poor experiences.

Level 0

Menu-based navigation

Basic automation begins with IVR menus and limited self-service capabilities, reducing some volume but still requiring agents for most inquiries.

Level 1

Predefined dialogue automation

Bots use natural language processing (NLP) to follow scripted flows and handle routine tasks across channels, freeing up agents for more complex needs.

Level 2

System-generated conversations

Generative AI enables dynamic responses and broader automation, with virtual agents and AI copilots operating within structured workflows and guidance.

Level 3

Agentic experience generation

Agentic AI enables systems to actively plan and adapt within predefined guardrails, delivering semi-autonomous support that personalizes and optimizes complex journeys.

Level 4

Universal agentic orchestration

Virtual agents collaborate across systems and roles to deliver autonomous, goal-driven interactions that dynamically optimize each customer and employee experience.

Level 5

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.

Reimagining support through experience orchestration

Customer: Genesys Product Support

Industry: Technology

Location: Global

Contact center: Over 450

support professionals

Challenges:

Need to scale with automation to support revenue growth
Limited availability to innovate with AI
Multiple, separate on-premises technologies
Constrained flexibility and predictability with spreadsheet-based scheduling

Results:

35% of live interactions shifted to chat
20-point increase in Customer Experience Index scores
157,000 cumulative working hours saved; ~25% productivity savings
>90% increase in scheduled employee development time — helping keep voluntary attrition at 3%

Genesys Product Support transforms with Genesys Cloud

As the internal support organization for an experience orchestration leader, Genesys Product Support had a unique opportunity: to modernize its service model using Genesys Cloud, the same platform that helps Genesys customers deliver outstanding service to thousands of their end customers. Tasked with managing global post-sale service and technical support, the team set out to unify systems, embed AI into operations and reimagine its entire approach around real-time experience orchestration.

“Customer experience is our DNA. It’s more than the solution we offer; it’s making sure we orchestrate a world-class experience for our customers,” said Dominic LoBosco, SVP of Customer Support at Genesys.

To better serve customers and empower engineers, the Genesys Product Support team focused on four key areas:

One platform with a unified experience
Engineers once toggled between legacy systems and spreadsheet-based scheduling. Today, AI-driven routing, forecasting and and workforce engagement management workflows ensure fast, precise case matching and improved coaching — all in one cloud-based solution. “We now have the ability, at a moment’s notice, to make adjustments in the platform and orchestrate an optimal path for customers,” said Angelo Arezzi, Senior Director of Support Services at Genesys.
Web messaging and virtual agents
Within days of launching web messaging, 35% of live interactions shifted to chat — revealing strong digital-first demand. Virtual agents and Agent Copilot now reduce average handle time by three to five minutes per interaction. In all, Genesys Support has saved 157,000 working hours over three years. “Genesys Cloud AI has been a game changer for us,” said LoBosco. “The real win was the improved experience — for both customers and employees.”
Empowering employees with AI
Genesys Product Support has continued to move up the levels of the Genesys experience orchestration maturity model. The benefits of reaching Level 3 include AI assisting agents in real time and supporting insight-driven workforce engagement. Employee development time has grown by over 90%, while voluntary attrition remains under 3%.
Orchestrating what’s next
And the team is still evolving. With generative AI copilots in use and predictive engagement underway, Genesys Support is preparing for Level 4 and beyond. “We’ve already set ourselves up to embrace those new levels as they come,” said LoBosco. “And our customers, in turn, get the benefit of seeing it all in action.“

Read the full case study

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 already advancing toward agentic orchestration — where AI systems can take initiative and adapt dynamically to achieve better outcomes — every step forward enhances customer experiences and helps drive 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

Take me there

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.

Find it useful and want more insights?