Last week, at the Nashville Xperience 2025 event, Genesys, which makes Contact Centres as-a-Service using AI-Powered Experience Orchestration platform, announced an expanded strategic partnership with ServiceNow. Together, the two companies will deliver new Agent2Agent (A2A) orchestration. It will let customers self-serve across the enterprise by making it possible for AI agents to autonomously collaborate on interactions and tasks, fueling greater operational efficiency and consumer loyalty.
And Tuesday morning at the Xperience conference in Nashville, Tony Bates, Chairman and CEO at Genesys, explained why Genesys is the strategic partner that’s uniquely positioned to unify every experience across the enterprise with AI-Powered Experience Orchestration.
“This platform was built to evolve with you,” said Bates. “It’s architected for the speed you need, the security you need and the scale you need.”
Bates noted that he saw the pattern at Cisco with the rise of the internet and later at Microsoft with the rise of cloud computing. Now, he said we’re at another inflection point as the pressure to deliver personalized experiences at scale is converging with the disruptive potential of AI and redefining how businesses engage with customers.
“This is the biggest transformation of them all,” said Bates. “This is the one that will change how we interact with customers and employees alike.”
What makes this transformation unlike the previous waves, he said, is that the technology driving it has evolved faster than ever before. AI has progressed from perception to prediction to conversation – and now to creation.
“We’re now at the next giant leap. We’re at Agentic AI,” said Bates. “It moves the way we think about the experience to where we start to think about the orchestration of the experience.”
In the service economy, success meant workflows, rules and scripts. The tactical use of AI was considered only as an add-on for the contact centre. Organizations often chose to focus on operational efficiency or loyalty. But in today’s experience economy, it’s about optimizing for both at the same time. That’s where Bates said that Genesys comes in.
Bates described how Genesys has undergone a deliberate, multi-year transformation to enable it to become a leading transformation platform for its customers. He said the idea of putting AI at the core of the entire experience economy – not just the contact centre – is powerful and informs the Genesys vision to deliver the power of empathy to every experience.
Automation is where it starts for most organizations. That means using AI to help reduce effort and increase speed with faster resolution, self-service and 24/7 availability across channels. Augmentation is where AI helps elevate the performance of your employees and the experience for your customers. For employees, it means capabilities like agent copilots, real-time guidance and auto-summarization will handle repetitive tasks so they can focus on high-value interactions. With personalization, AI adapts the experience in real time by understanding context, emotional tone and preferences. It’s where empathy meets intelligence, where the delivery should change based on who the customer is and what they need. Finally, with optimization, AI doesn’t just react — it learns. Journeys are continuously improved to help drive better outcomes, and better experiences for the customer and business alike.
At last year’s Xperience conference, Bates introduced the Levels of Experience Orchestration, a six-level maturity model that provides a framework for organizations to assess where they are today, envision what’s possible and build a strategy for AI-powered growth. Level 4 is where AI starts to act semi-autonomously with human oversight. Level 5 is where AI becomes fully autonomous;, and where AI pursues outcomes. To move up the maturity model, an organization needs to shift from tactical experimentation to strategic transformation on an AI-Powered Experience Orchestration platform.
Bates explained how there are four fundamental shifts that every organization needs to make to be successful with AI-Powered Experience Orchestration. This strategic approach starts by asking what the customer is actually trying to accomplish — and how AI across the enterprise can help them do it in real time. For decades, companies have measured their success with metrics like first-contact resolution, average handle time and average speed of answer. But the reality is that those are operational metrics that “tell you how the machine is running,” not “whether the experience is working.” In the experience economy, we need to think in terms of return on experience – optimizing for both efficiency and loyalty. Then comes redefining the relationship between humans and AI. AI-powered outcomes don’t come from isolated tools; they come from solutions built to work together. You want all your AI to do four things: automate, augment, personalize and optimize. And you want it to do all of them together — across teams and channels consistently. That takes a platform.
As agentic AI redefines the customer experience (CX) landscape, organizations that connect their engagement, data, workflow and operations platforms will unlock its full potential. Through enhancements to the existing solution, Unified Experience from Genesys and ServiceNow, the companies are merging siloed CCaaS, CRM and service operations into a single agentic AI-powered experience. The deepened relationship will enable AI agents to work together within enterprise-defined guardrails across the Genesys Cloud platform and ServiceNow Customer Relationship Management (CRM).
“As a technology and services provider, we rely on multiple systems, including ServiceNow and Genesys, to power enterprise experience management. This partnership creates opportunities to boost our operational productivity, strengthen employee engagement and elevate customer experiences,” said Gavin Howell, director of operational delivery, Computacenter. “By unifying systems with AI orchestration, Genesys and ServiceNow simplify complexity and help to empower our teams. With new interoperability to coordinate workflows seamlessly across every touchpoint, it will be possible to unlock greater efficiency and value for our customers and our business.”
To help organizations gain greater interoperability and scale autonomous CX across the front and back office, the two companies have tightly integrated Genesys Cloud AI and the ServiceNow AI Platform for high-throughput orchestration capabilities featuring shared context, synchronized workflows and intelligent routing. Genesys and ServiceNow are also making it easier and more flexible for businesses to adopt AI through a unified service model and new capabilities for AI agents, including conversational voice experiences expected later this year.
Alongside co-innovation, the new agreement between Genesys and ServiceNow includes a closer go-to-market relationship and a joint commitment to making experience solutions easier to buy, deploy and evolve.
“Agentic AI is only as powerful as the ecosystem it can operate within,” said John Ball, EVP and GM, CRM and industry workflows of ServiceNow. “Our expanded partnership with Genesys brings voice together with AI, data and workflows, enabling organizations to deliver end-to-end resolution of customer requests with much greater efficiency and intelligence. Together, we’re not just transforming customer support; we’re setting a new standard for how enterprises automate at scale with Agentic AI to deliver great customer experiences.”
“Our partnership with ServiceNow is accelerating the path to universal agentic orchestration, where autonomous agents power always-on business,” concluded Olivier Jouve, chief product officer of Genesys. “By breaking down silos and scaling intelligent automation, we’re helping organizations achieve both greater efficiency and deeper human connection. Together, we’re making the future of customer experience not only more effective and intelligent, but truly customer-first.”
In addition to expanding their partnership, the companies are bringing Unified Experience to ServiceNow IT Service Management (ITSM). This builds on the existing integration with ServiceNow Customer Service Management (CSM), extending the value of Unified Experience to help desk agents. Now, IT support teams can deliver seamless support across voice and digital channels while turning every interaction into actionable insights that help optimize routing, balance staffing, boost productivity and reduce costs.
Availability for the Agent2Agent orchestration capabilities is expected to begin in the fourth quarter of the company’s fiscal year (Nov. 1, 2025 – Jan. 31, 2026).