In an exclusive interaction with CXO Media & APAC Media, Raja Lakshmipathy VP & MD, Genesys India & SAARC explains how the concept of Agentic AI signals a transformative shift in AI capabilities. He also outlines how AI-Powered Experience Orchestration solutions help businesses enhance the CX levels.
How can Indian enterprises leverage AI-driven CX to transform it from a cost centre into a growth driver and competitive advantage?
Indian enterprises are increasingly leveraging AI-Powered Experience Orchestration to transform the contact center from a cost centre into a key revenue driver. Businesses across industries such as healthcare, airlines, fintech, Banking, Financial Services, and Insurance (BFSI), and education are integrating AI to deliver highly-personalised interactions, optimise customer journeys, and enhance operational efficiency. AI-powered analytics also help organisations anticipate customer needs so they can proactively resolve issues before they escalate. By infusing AI across the end-to-end customer experience, businesses can scale without compromising service quality and while providing seamless interactions across multiple touchpoints. Companies adopting AI-driven CX solutions can gain a competitive edge through superior engagement and operational agility.
According to Genesys research, 59% of CX leaders surveyed globally believe that AI-driven enhancements can boost customer loyalty and lifetime value in the next five years, while 49% believe AI can help them out-innovate competitors. Indian companies should leverage cloud and predictive technologies (Predictive Engagement, Predictive Routing) to ensure their businesses connect with customers at the right time and through the right channel for maximum engagement. By integrating predictive AI across customer interactions, organisations can increase efficiency, reduce friction, and drive higher engagement at every touchpoint – which can provide Indian enterprises that effectively utilize these technologies with a competitive edge in the market.
Agentic AI is a game-changer for customer experience. How does Genesys use this technology to drive hyper-personalisation, real-time decision-making, and proactive issue resolution? What are the trends that you see in generative AI and agentic AI space when it comes to customer engagement?
The evolution toward the concept of Agentic AI signals a transformative shift in AI capabilities. For years, businesses have used AI to automate tasks, speed up workflows and scale data analysis. What sets agentic AI apart is its ability to think for itself. Agentic AI won’t simply generate text or execute basic commands. It will understand, adapt and act autonomously in real-time. Instead of reacting passively to inputs, agentic AI will solve non-deterministic problems and take action to find solutions. In the future, an agentic AI-powered customer experience may look like this:
When a customer has an issue with an online order, they typically start with a chatbot that follows a rigid script. The bot will ask for an order number, check the delivery status and escalate to human assistance if the issue isn’t resolved. While efficient, this static approach offers no room for adaptability beyond the bot’s pre-programmed replies.
Agentic AI changes that. It detects delays in real time, cross-references inventory and shipping data, reviews the customer’s order history and determines the best resolution. All without waiting for customer input. The agentic AI agent can issue a refund, reorder the item, offer a discount or send a proactive update explaining the next steps.
With agentic AI, customers will benefit from faster, more intuitive interactions. Instead of waiting for escalations or repeating information across multiple channels, customers will engage with intelligent AI agents capable of understanding and addressing their needs as soon as an issue arises. The concept of agentic AI is rapidly gaining traction across industries, but its real-world applications are still in the early stages. Many companies are prematurely branding basic AI-driven automation as agentic AI which creates confusion around what this powerful technology truly represents. To unlock agentic AI’s true potential, businesses must distinguish hype from reality and invest in AI systems that move beyond static automation toward real autonomous decision-making. Many businesses struggle to balance automation with personalised customer interactions.
How does Genesys ensure that AI enhances, rather than replaces, human touchpoints in customer experience?
Genesys Cloud AI empowers organizations with AI capabilities to enhance human touchpoints and drive seamless, highly personalized experiences. With predictive, generative and conversational AI, agents have access to real-time insights, can automate repetitive tasks, and surface relevant knowledge. AI assists with routine tasks, which frees up human agents to focus on complex and high-value interactions. AI-powered sentiment analysis further helps agents respond with greater empathy for improved customer satisfaction. The Genesys approach effortlessly blends automation with the human touch, allowing enterprises to deliver efficient and deeply personalised customer experiences.
For example, Supervisor Copilot, our latest addition to the Genesys Cloud Copilot suite, helps managers enhance agent performance, provides real-time insights and streamlines contact center operations by reducing manual workloads. Acting as a sidekick for managers, it supports quality assurance, compliance, and coaching with prescriptive AI-driven guidance. Supervisor Copilot automatically summarises interactions, enabling quick reviews and informed decision-making. Advanced conversational intelligence it can help organizations strengthen compliance, identify issues, and uncover opportunities to improve customer experience.
As more enterprises move to the cloud, how is Genesys helping businesses accelerate their cloud transformation while ensuring security, scalability, and seamless integration with existing systems?
Genesys supports enterprises in their cloud transformation by offering secure, scalable, and AI-powered experience Orchestration solutions through the Genesys Cloud platform. The cloud-native platform provides flexibility, enabling businesses to adapt quickly to evolving customer expectations. With native AI and automation embedded across the platform, organisations can drive efficiency while maintaining seamless integration with existing systems. Security and compliance remain top priorities, and Genesys solutions adhere to strict industry standards, strengthening data transparency and protection.
What key challenges and opportunities do enterprises face in CX cloud migration, and how is the industry tackling security, compliance, and scalability concerns?
According to The 2025 State of Customer Experience Report from Genesys, 41% of CX leaders surveyed globally mentioned that keeping pace with rising customer expectations is the biggest challenge facing their CX organisation. And, according to the Customer Experience in the Age of AI report from Genesys, 64% percent of CX leaders surveyed worry that data privacy and security issues will be their top obstacle when adopting more AI-based solutions. Enterprises migrating CX operations to the cloud face challenges such as legacy system integration, data security, and compliance requirements. However, cloud adoption presents significant opportunities, including enhanced scalability, cost optimisation, and robust AI capabilities.
Protecting data integrity is paramount to a secure AI solution. Native AI that is purpose-built into a platform speeds up time to value for businesses. It is also a fundamental attribute that helps organizations adhere to strict AI and data ethics requirements, offering a great way to safeguard data and ensure ownership rights are respected.
In a secure AI solution, training data is carefully vetted. Whether it comes from customers under a data- sharing agreement with consent or another source, this vetting process builds trust, adheres to data privacy regulations, and retains data ownership. All data should be anonymized, stripping away personally identifiable information to safeguard organizational privacy. Human data validation helps ensure accuracy and reduces the risk of biases and errors that could affect the AI’s performance.
Additionally, every AI model should undergo rigorous testing to verify its results. This comprehensive approach works to prevent data misuse and enhance an AI solution’s quality and trustworthiness. Companies can also face legal repercussions and reputational damage if data operations do not abide by national, local, or global regulations. A responsible AI solution should ensure compliance by obtaining and heeding global and regional compliance regulations and certifications.
What are the unique differentiators of Genesys over other AI Service provider competitors?
Genesys has a rich history of AI innovation, continuously evolving its platform with the latest breakthroughs in generative, conversational and predictive AI. Using the native AI capabilities embedded in the Genesys Cloud platform, organisations can accelerate the adoption of AI, helping them drive return on investment faster.
Genesys Cloud AI provides a comprehensive foundation for organizations at every stage of their AI journey. For businesses just beginning to integrate AI, the Genesys Cloud platform offers expansive solutions to support an effortless adoption process. Meanwhile, those looking to push the boundaries of CX can innovate and design tailored AI-driven experiences.
Genesys Cloud AI seamlessly integrates advanced technologies like copilots, virtual agents and journey analytics to enable organizations to automate, augment, personalize and orchestrate experiences on a unified, powerful platform, which can enhance both customer and business outcomes. When AI solutions work together, the result is a fully orchestrated experience where each interaction is optimized for personalization, context and accuracy. This interconnected approach elevates performance and prepares businesses to meet evolving customer expectations and industry demands with agility.
Through AI-powered experience Orchestration, we believe Genesys is leading the way in delivering intelligent, personalised, and scalable engagement strategies that help organizations drive customer loyalty, elevate employee experiences, and optimise business performance.
What are the key pillars of Genesys’ GTM strategy, and what are the key initiatives undertaken as part of this strategy?
Genesys continues to advance AI-powered experience Orchestration, enhancing the Genesys Cloud platform’s capabilities for evolving customer needs and supporting high-velocity innovation. A key milestone in India was securing the Unified License Virtual Network Operator (ULVNO). This made Genesys the first global CCaaS provider to offer an Indian node compliant with local telecom regulations.
In India, the Genesys R&D centres in Chennai, Hyderabad, and Bangalore focus on developing advanced technologies such as speech analytics, AI, and cloud, with Chennai being the third-largest R&D centre globally and a key driver of innovation for the company’s product portfolio. We will continue in our efforts to integrate regulatory compliance, AI-driven R&D, and talent expansion, to strengthen our ability to deliver secure, personalised, and intelligent CX solutions across industries.
Additionally, Genesys continues to focus on building an ecosystem of high-performing strategic partners that help organizations worldwide to accelerate their digital transformation, embrace the cloud, and unlock the power of AI to drive lasting business value and customer loyalty. Today, Strategic Technology Partners (STPs) and Global System Integrators (GSIs) are strong contributors to our overall partner mix, and Genesys is committed to continuing to develop and strengthen these relationships.
Our go-to-market approach is focused on advancing innovation in the fields of AI and digital solutions while keeping a balanced AI strategy for the future of experience orchestration. The Genesys AI strategy is built on the principles of flexibility, security, and purpose-driven innovation—helping businesses deliver personalised and predictive customer experiences at scale, enhance operational efficiency by selecting the best-fit AI for each task, and maintain security, compliance, and cost-effectiveness while driving AI-powered engagement. Our approach is to focus on continuous innovations to help organisations navigate the future of work both within and beyond the contact center.
