This piece explores what Genesys shared at its recent analyst event and how the vendor is shifting from optimizing interactions to coordinating work across the enterprise, helping to define the next phase of experience-led transformation.
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Summary
Increasingly, the message from CIOs and digital leaders is that transformation programs aren’t failing because technology can’t deliver, but because work is still happening in disconnected pockets. Our recent Omdia workplace transformation survey reinforces this, showing that fragmentation—across platforms, data, and ownership—remains one of the most common reasons organizations struggle to translate investment into meaningful experience outcomes. At the core of any workplace or digital transformation effort is a desire to move away from working in isolated pockets and toward modernizing and better integrating end-to-end workflows. Business leaders across key functions—including customer service, IT, and sales—increasingly recognize that value is not created in silos, but through enterprise-wide, cross-functional experiences and outcomes. It is within this context that Genesys becomes increasingly relevant as a platform.
This piece explores what Genesys shared at its recent analyst event and how the vendor is shifting from optimizing interactions to coordinating work across the enterprise—helping to define the next phase of experience-led transformation.
From customer service to enterprise-wide experience orchestration
At its recent analyst event, Genesys highlighted how it is now strategically positioned to help organizations better connect front-and back-office operations. Whilst CX will remain Genesys’ heritage and core focus from a solutions perspective, what I found most interesting was how committed and focused the vendor is on becoming a solution that delivers value beyond just this core use-case.
At the event, Genesys outlined how it is helping organizations move from a purely service-led mindset to a more experience-led operating model—and the critical role it believes AI and orchestration will play in enabling that transition. Central to this vision were three strategic themes that Genesys is prioritizing in its execution: experience orchestration, AI adoption and enablement, and the delivery of cross-functional value across the enterprise.
Why digital experiences break down without orchestration
The need for organizations to move beyond point automation and toward true experience orchestration is a major area of focus for Genesys. This is one of the most important—and most misunderstood—shifts currently underway in enterprise technology. It’s a shift that separates isolated efficiency gains and fragmented benefits from experiences that work end-to-end in delivering enterprise-wide business value. It is a theme I see echoed across much of the enterprise technology market, reflected in how vendors are increasingly emphasizing not just the features of their platforms, but how effectively they integrate with the wider ecosystem of technologies that underpin modern digital operations. This, in turn, highlights how vendors like Genesys are less focused on introducing ever more abstract forms of automation and more on becoming platforms that enable organizations to coordinate work, data, and decision-making at scale. Integration is vital to delivering the orchestrated nirvana state.
AI adoption over AI ambition
Genesys has framed its AI positioning around distinct practical outcomes that include reducing human efforts and improving speed, elevating employee performance, improving personalization at scale, and supporting continuous improvement in real time. Genesys does something other vendors would be wise to follow when discussing AI: it avoids positioning the technology overly as a technical feature set and more as a practical capability by focusing on how it directly supports faster time-to-value for customers. This framing is important, especially given the challenges many businesses are experiencing due to AI ambitions outpacing operational readiness.
Financially, AI has also become a vital pillar of Genesys’ growth strategy. The vendor is making tangible and significant returns from its AI capabilities, evidenced by the >$250m in AI-related revenue the vendor has realized. Its commercial success here is further evidenced in how AI-related revenue now accounts for an implied double-digit contribution to the vendors’ total annual recurring revenue (ARR). And customer demand and financial commitment to AI is accelerating fast, with >55% of Genesys Cloud customers using at least one AI feature.
An important enabler of Genesys’ growth here is the AI token model the vendor embraced in 2024. This tokenized, and consumption-based model is becoming increasingly popular amongst both the vendors offering AI capabilities and enterprise buyers looking to adopt them. This is largely because it provides customers with the flexibility to experiment with various AI use cases without significant upfront financial commitment. Businesses can explore practical applications tailored to their needs, accelerating adoption and delivering measurable business outcomes in line with demand.
From CX platform to enterprise experience layer
Another key theme from the event was Genesys’ continued effort to broaden its value proposition beyond traditional customer service. Genesys is very focused on pushing past the boundaries of CX as a functional domain, notably through increasing emphasis on areas such as total workforce engagement, enterprise-wide orchestration, and the automation of back-office processes that directly shape both customer and employee experiences.
In my view, this expansion reflects more than product ambition—it reflects a changing operational reality that many enterprises are now grappling with. Enterprises are increasingly evaluating technology not only on its standalone solution strengths but on the value delivered as part of a broader, integrated digital platform ecosystem. Genesys’ strategic partnerships—most notably with Salesforce and ServiceNow—are central to this strategy, and its integration-led trajectory is one the company made clear it intends to deepen further. The strategic partnerships with Salesforce and ServiceNow are pivotal to Genesys’ “beyond CX” vision of becoming a strategic orchestration layer that helps enterprises enable real-time data sharing and cross-functional collaboration. The strategic bet Genesys is rightly making is that experience outcomes will increasingly be shaped by the strength of intersections between systems, data, and workflows, rather than within any single platform.
How Genesys is enhancing service experiences with Salesforce integration
The Salesforce partnership is built around unifying customer journeys across CX Cloud and Data Cloud, allowing enterprises to act on insights in real time. And this is more than just a technical integration—both Genesys and Salesforce have aligned their go-to-market strategies, creating deeper collaborative channels between their product teams. AIA New Zealand Limited has integrated Salesforce and Genesys and is achieving double-digit reductions in average handling time (AHT), in addition to operational savings.
The Genesys and ServiceNow Unified Experience Vision
I also feel that the partnership with ServiceNow is of great importance to Genesys’ future ambitions. Here, Genesys integrates with ServiceNow for agent-to-agent orchestration and in addressing back-office needs. The benefit for businesses is in how end-to-end front and back-office workflows can be better aligned in helping achieve better business outcomes and operational efficiency. The benefits of this partnership are proving to be mutually beneficial. The collaborative motion helps ServiceNow extend its value proposition further into front-office operations, with many Genesys customers expressing interest in adopting ServiceNow—a pipeline that Omdia estimates currently sits in the tens of millions for ServiceNow, with huge potential to grow further given the commitment of ServiceNow to enhancing customer engagement with its platform proposition. The strategic alignment between the two companies, built around the unified experience vision and the commercial opportunities it presents to both vendors, is impressive. Both Genesys and ServiceNow are jointly selling the Unified Experience product that bridges front-office and back-office operations in supporting a more cohesive customer experience. For enterprises, ServiceNow’s workflow automation capabilities, combined with Genesys’ customer engagement tools, will support efforts to deliver lower costs of technology ownership, faster speed-to-market, and enhanced productivity across both front and back-office operations.
Data sovereignty is important to Genesys’ global expansion
These platform-focused enhancements come at a time when Genesys is also accelerating investment in its global footprint—and doing so in a way that highlights the broader shift that digital platforms must make in scaling. For example, in Mexico, where the analyst event was being held, Genesys has historically faced some infrastructure bottlenecks in the region. In late 2025, Genesys launched a localized Genesys Cloud region located in Querétaro. On paper, the benefits are clear: Genesys will be in a stronger position to deliver materially improved data residency, compliance, latency, and performance for businesses across Mexico and other Latin American regions—something especially important across regulated industries. However, it is important not to understate how removing these structural constraints means Genesys will no longer need to limit the scalability of AI-driven orchestration and experience delivery across the region. Put simply, infrastructure is no longer a ceiling for Genesys’ regional ambitions.
In addition to the expansion in Mexico, Genesys Cloud deployments are planned for Europe and the Middle East in 2026, including the AWS European Sovereign Cloud Region and the upcoming AWS Kingdom of Saudi Arabia Region once services are available. This is not just about geographic coverage; it reflects a recognition that data residency, regulatory alignment, and operational resilience are not just optional extras—they are now table stakes for enterprise adoption.
These expansions will help Genesys further build out its global reach and footprint, with the vendor now operating in over 100 countries worldwide, and its Genesys Cloud platform now being available across 21 AWS regions globally. Collectively, these moves show how infrastructure investment underpins Genesys’ broader platform ambitions, ensuring that AI-driven orchestration and experience delivery can scale reliably at an enterprise level, rather than being constrained by regional technical bottlenecks.
Where will Genesys find its next phase of growth?
One thing became clear from the event: Genesys is focused on expanding its enterprise economic footprint. This isn’t just a transactional aspiration centered around selling more licenses—Genesys wants to become a more critical digital enabler. AI will, of course, be important for Genesys here. Notably, its token-based approach and revenue model are helping move the commercial conversation from one based around a fixed-cost feature and into one more centered around growth. Genesys will continue to have success here, especially given the criticality of its core customer experience offerings and the benefit AI presents. As business AI continues to evolve beyond siloed use cases and into an important digital orchestration capability, it will become harder for businesses to simply switch off. For Genesys, AI not only becomes an important retention lever, but also a priority upsell path.
The partnership and channel opportunity is significant
I see two important partnership opportunities that could have a notable impact on Genesys’ growth trajectory. Firstly, and as this piece has highlighted, Genesys has experienced success with its platform partnership model with Salesforce and ServiceNow. Further extending this model, particularly into areas like ERP-adjacent workflows and industry-specific systems, will further help Genesys position itself as an important orchestration layer between interaction data and enterprise systems of record. Getting this right makes its solutions more indispensable.
Second, channel partners—especially global and regional system integrators—will have an important role to play in helping Genesys grow. As digital platforms and workflow orchestration become more complex and cross-functional, businesses will need help in how to leverage digital capabilities to realize the most value. The unified and cross-functional experience layer is especially important here, as GSIs already sit across the buying centers that this message lands strongly with. Genesys must continue to focus on deepening its joint go-to-market motions, driving services-led expansion, and further anchor its capabilities into the long-term transformation programs and digital initiatives that enterprises are focusing investment around.
Appendix
Author
Adam Holtby, Principal Analyst, Workplace Transformation
