X4 2025: The next era of Experience Management

This year’s X4 featured industry leaders, visionaries, and change-makers who gathered to explore the latest trends and insights in experience management (XM). Join us as we dive into the highlights, key takeaways, and memorable moments that made this year's event unforgettable.

Redefining XM in the Agentic AI Era

Last year at X4, we explored the potential of artificial intelligence (AI) to transform Experience Management (XM). To kick off X4 2025, Zig Serafin, Qualtrics CEO highlighted how we're no longer just talking about possibilities—we're witnessing a fundamental shift in how organizations connect with their customers & employees. As customer expectations evolve toward more proactive and personal interactions, organizations face a critical challenge: Ensuring AI enhances, rather than diminishes their brand voice. Simply connecting your back-end databases to AI chatbots isn't enough.

The stakes are higher than ever as the industry moves into a new era where every interaction must be meaningful, contextual, and aligned with your brand's values. This is where Experience Agents come into play – AI-powered autonomous agents designed to interact directly with customers and employees, transforming how organizations connect with people.

By leveraging Qualtrics' comprehensive platform, organizations can ensure AI interactions are truly intelligent, emotionally aware, and capable of building stronger customer relationships. The future of customer experience isn't just about managing interactions—it's about creating meaningful, proactive connections that drive business growth and customer loyalty.

Click here for a run-down of the new innovations we showcased at this year's event.

Balancing technology and change management with empathy

Donna Morris, Executive Vice President & Chief People Officer for Walmart Inc. highlighted how combining innovation with human-centered leadership can transform employee experiences at unprecedented scale. The retail giant has successfully deployed personalized dashboards and feedback systems reaching over 2 million associates globally, enabling managers to access real-time insights and address challenges proactively.

“When we listen and take action, we build a better Walmart, not only for our clients, but for our associates and members. We’ll always listen, always adapt, and always remember that people are our constant.”

— Donna Morris, Executive Vice President & Chief People Officer, Walmart Inc.

The results have yielded tangible improvements in communication, well-being programs, and operational efficiency. While artificial intelligence plays a crucial role in this transformation, Walmart's approach emphasizes that technology should enhance rather than replace human connection. Their people-led, tech-powered strategy leverages AI as a force multiplier, automating routine tasks so associates can focus on meaningful customer interactions and creative problem-solving.

Leading in times of change

On the final day of the event, ServiceNow’s Chairman & CEO, Bill McDermott, highlighted the importance of AI-driven insights in navigating disruption and optimizing customer and employee interactions. With poor experiences costing companies $3.8 trillion annually, ServiceNow recognized the need for omnichannel listening, using a comprehensive approach to ensure organizations understand what matters most to their stakeholders.

“We are enabling a closed loop process with all our 27,000 employees to understand how they are doing on a daily basis.”

— Bill McDermott, Chairman & CEO, ServiceNow

Bill also touched on how ServiceNow is harnessing experience data to drive business growth, and touted meaningful returns in customer lifetime value and operational efficiency when they use these insights to inform strategic and operational decisions.

Sparking innovation with creative listening

Being creative and thinking outside the box when designing experience programs is essential for creating meaningful, memorable, and impactful engagements that resonate deeply with people. No speaker was better suited to speak to creative ways of listening than Rick Rubin, co-founder of Def Jam Recordings, and a revolutionary force in the music industry. During his keynote with Marc Geiger, one of the co-founders of Lollapalooza, Rick stressed that companies should be purposeful when looking for feedback and live in the moment.

“If you are truly open and really listening, people will tell you everything you need to know.”

— Rick Rubin, Grammy-Winning Producer & Author of "The Creative Act"

The Dream Team at X4 this year took Rick’s message to heart with the all-new Dream House. Instead of simply providing dream requests within the X4 app, attendees this year had the ability to submit their requests onsite. One of the ideas behind the change was to make the Dream Team experience more personable with in-person feedback and do what Rick preached during his keynote, make “something true for the moment.”

2025 XM Breakthrough Artist Award Winners

Attendees also saw 8 companies recognized for standing apart from the crowd by driving business value through exceptional customer and employee experiences. Qualtrics’ Breakthrough Artist Award winners receive a custom Yamaha Revstar guitar, meant to signify the boldness and creativity of each recipient.

This year’s Breakthrough Artist Award winners are:

• Experience Management – ServiceNow
• Customer Experience – KFC
• Employee Experience – Ford
• Strategy & Research – Booking.com
• Financial Services – Ally Financial
• Healthcare – Community Health Network
• Government – State of Iowa
• Education – Omaha Public Schools

Find out more information on the 2025 Breakthrough Artist Award winners here.

Stay tuned for dynamic post-event content

Post-X4 content will hit your inboxes sooner than you think. For a more curated experience and a detailed report about your XM program please take this 5-minute assessment to help us understand how well your organization has developed its XM capabilities.

Your responses will generate a personalized report highlighting your program's strengths, as well as allow us to send you tailor-made content best-suited to improving your program.

Click here to take the survey.

Will we see you in Seattle?

In 2026 we’re bringing X4 to a brand new city. Mark your calendars for March 17-19, 2026 when we hope to see you in Seattle! Stay tuned for more information in the coming months.