At its annual Xperience event, Genesys made a leap forward as an experience orchestrator built on the power of AI agents. Larry Walsh has the details on how this is revolutionary for channel leaders and partners. 

At its annual Xperience event in Nashville, Genesys made clear that it no longer sees itself as just a contact center software provider. It’s repositioning as a leader in “experience orchestration,” using artificial intelligence to shape how customers and employees interact with organizations.

Central to this shift are AI agents. While many vendors are talking about agents, Genesys is emphasizing its potential to transform enterprise operations and redefine customer experiences. AI agents can automate routine processes, reduce friction in service interactions, and create more meaningful employee engagement. The company believes these capabilities will unlock both productivity and satisfaction.

But the real implications extend beyond technology. For years, channel partners have been responsible for selling, customizing, and integrating solutions for customers. Genesys, however, highlights how its customers are increasingly able to build and deploy agents themselves using the provided tools and frameworks. This raises the question: what role do partners play when customers can implement the technology directly?

The answer lies in business insight and orchestration. Partners will add value not by performing basic implementations, but by helping customers identify where agents can solve real problems, designing effective roadmaps, and ensuring systems deliver measurable outcomes. That requires partners to deepen their knowledge of customer operations and integrate solutions across ecosystems — often involving platforms such as Salesforce and ServiceNow, in tandem with Genesys.

This evolution changes the expectations of partnership. Success will no longer be defined only by technical expertise, but by the ability to bridge business processes with technology to achieve optimal outcomes. Vendors and partners alike must adapt to this model if they want to remain relevant in the age of AI-driven experience orchestration.

For more details, watch the full In the Margins video from Nashville.