AI-powered innovations for the XM Platform showcased at X4 2025

At Qualtrics, we’re committed to enhancing our customers’ understanding of experience management now and into the future. At X4® 2025 we showcased our latest product innovations to the XM Platform®, powered by Qualtrics® AI, that allow organizations to truly create experiences that build deep, powerful connections.

It included the announcement of Qualtrics Experience Agents, which will empower organizations to autonomously engage with each customer, effectively close the loop, and take action at scale. Unlike transactional agents, or rules-based chat-bots, Experience Agents are deeply rooted in Qualtrics’ unique ability to help organizations understand people. This means teams never miss a key insight and can make every connection count by expanding XM programs from passive insights, to proactive engagement, to full-scale automation.

Here’s a run-down of the new innovations we showcased in Salt Lake City.

Turn data into a competitive advantage with Edge Instant Insights

Making the best decisions is impossible without insights. Data informs everything your organization does – from understanding how customers feel about your products, brands, and services, to where to invest marketing budget. With Edge Instant Insights, organizations gain access to game-changing data and insights that are reliable and refreshed regularly. With Instant Insights, organizations can get on-demand answers to their most pressing questions like “How are consumer preferences evolving in my industry” or “What is the optimal price point for our product/service,” accelerating time to value by providing relevant data from day one, so users can take immediate action with confidence.

Make Location Experience Hub your one-stop shop for XM

Qualtrics has introduced a new purpose-built application designed to empower frontline managers with location-specific insights and activities. This streamlined app features a simplified homepage that showcases essential business metrics, trends, and tickets, allowing managers to quickly identify and address experience gaps across the omnichannel customer journey and specific to their location. Additionally, Location Experience Hub seamlessly integrates online reputation management solutions, providing unified access to all necessary tools for effective location management in one convenient interface. These capabilities reduce cognitive load on busy staff, enabling swift action and better prioritization of time, so they can focus on what’s most important – consistently delivering great customer experiences.

“We have tested the Location Experience Hub and are now preparing to roll it out to our store managers. The new user interface provides a more streamlined experience – with the ability to view survey scores, understand what they need to improve, and respond to feedback quickly. All from within one platform and in one view. This will save our managers time sifting through feedback and help them focus on improving customer experiences at their stores." – Natalie Pavluk, Senior Analyst, Customer Experience, Anthropologie

Keep your reputation intact with AI personalized responses

In today’s highly competitive marketplace, exceptional customer experience is the difference between gaining a loyal customer who advocates for your brand, and a dissatisfied first-time customer who will never return. AI personalized responses – a part of Qualtrics’ Online Reputation Management – allows businesses to send an AI-generated personalized response, tuned to your company's brand guidelines and standard operating processes, to close the loop quickly and at scale with key customer segments. AI streamlines feedback management by accelerating ticket resolution times and online responses times so service teams can better focus on building stronger customer relationships rather than getting caught up in routine processes.

Conversational feedback with adaptive follow-up turns surveys into connections

Gone are the days of rigid, one-dimensional surveys that result in vague feedback that drives no actionable insights. With intelligent follow-up questioning, conversational feedback with adaptive follow-up dynamically adjusts to respondent feedback, ensuring that nothing of importance is overlooked. This means you can uncover layers of valuable context, capture nuanced insights, and close the loop, all in real time. Best of all, these adaptive follow-ups can be embedded directly into your surveys, making it easier for you to dive deeper and gather rich insights that drive action.

"Our clients aren’t always armed with the right vernacular in order to accurately and fully describe
their issue without a little assistance. We are using [conversational feedback] to more accurately triage our clients’issues and identify the actual root causes of issues so that we can address them.” – Ilana Boyum, VP Voice of Customer & Client Insights, Fiserv

Give your frontline a helping hand with Qualtrics Assist for Customer Experience

To further enhance your ability to understand customer sentiment, Qualtrics Assist for Customer Experience analyzes feedback in its entirety—covering surveys, social media, and online reviews. By showcasing top issues and bottlenecks, it ensures your team stays ahead of the curve. This holistic view of customer sentiment empowers you to tackle challenges with the insights needed to make strategic improvements.

Actionable insights are a snapshot away with insights explorer

This powerful tool allows you to unveil nuanced themes in respondent feedback by transforming raw data across channels and touchpoints into coherent snapshots of trends and insights. Powered by Qualtrics AI, insights explorer makes it possible to dive into thousands of conversations and emerge with clear, actionable patterns—identifying what really matters to your customers and their thoughts on your products and brand—to improve the customer experience, in just minutes.

“Insights explorer helped us find critical insights in minutes that would have taken hours to uncover manually. The speed and accuracy of this tool have transformed the way we analyze feedback.” – Senior Client, Experience Analyst, Fortune 100 Financial Services Company

Uncover frustration in your digital experiences with heatmaps and funnels

With digital playing a large part of most customer journeys, it’s critical that organizations have a complete picture of customers every step of the way. With Qualtrics’ Digital Experience Analytics (DXA), insights about key moments of friction and opportunity across your digital products come to life via our funnels and heatmaps solution. This new feature allows users to track customer engagement patterns, pinpoint areas of frustration, and analyze drop-off points in conversion funnels through customizable engagement maps. With easy access to customer-level data and session replays, organizations can drill down to understand the root causes of customer friction and prioritize improvements for maximum impact.

“Before, analyzing users’ experience with our website was all guesswork. Now, with the heatmaps, we can actually go into the pages and see what works for our users.” – Kaylin Braden, UI & UX Digital Services Engineer, City of Corona

Your people are leaving – get them to stay with drivers of attrition

Effective leaders closely monitor the reasons behind attrition and work to create balance between employee retention and healthy turnover. Using Qualtrics drivers of attrition, people teams gain access to pre-built dashboards and analytics that automatically identify at-risk employee groups, highlighting experience gaps between stayers and leavers and revealing key drivers of turnover. Teams can do everything from simulating flight risk scenarios, to connecting employee experience metrics to business outcomes. This allows companies to be proactive with retention strategies to improve intent to stay and minimize the impact on their bottom line.

Help your people succeed with Qualtrics Assist for Employee Experience

Understanding your employees' engagement is crucial, and Qualtrics Assist for Employee Experience (EX) – enhanced and now available on our suites – takes this to the next level. It empowers organizations to interact meaningfully with engagement data, not only driving manager effectiveness, but making data accessible to all so every team member has access to powerful insights. Whether that’s seeking guidance on interpreting results or receiving recommendations on prioritizing opportunities or initiatives, Qualtrics Assist for EX delivers personalized insights tailored just for you so you can say goodbye to guesswork and hello to informed decision-making.

Drive engagement in real time with employee comment summaries

When it comes to improving engagement, time is of the essence. Qualtrics employee comment summaries enable people leaders to reduce the time spent reviewing engagement results from months to mere minutes, while maintaining the privacy of respondents. Teams gain a distilled view of the most critical insights, enhancing the ability for leaders to take meaningful action in real time with always-up-to-date information.

Take the best next step with personalized action recommendations

Great insights only lead to impactful action with the right guidance. Qualtrics personalized action recommendations leverage AI to coach managers on how to be more effective leaders. Whether you’re a new manager or a seasoned veteran, with tailored advice based on real-time data – enriched by our EX methodology – managers are better equipped to foster a positive environment and drive performance.