X4 2025 Recap: Qualtrics redefined the future of experience management with Experience Agents

At X4: The Experience Management Summit in Salt Lake City, Qualtrics redefined experience management with new product innovations, partnerships, and learnings from 100+ sessions that organizations need to win in the era of agentic AI. 

At the event, which brought together thousands of C-suite executives, thought leaders, and Experience Management professionals, attendees heard how the world’s leading brands – including Walmart, KFC, ServiceNow Verizon, Hilton, adidas, and more – are delivering business success by elevating the customer and employee experience with Qualtrics.

New innovations & partnerships organizations need to win in the era of Agentic AI

At X4, Qualtrics unveiled Experience Agents™: highly specialized AI agents that autonomously deliver exceptional customer and employee experiences at scale across every channel and interaction. Experience Agents are designed to interact directly with customers and employees in personalized, proactive and empathetic ways across every channel and touchpoint to increase loyalty, boost employee engagement, and drive greater business insights and opportunities. Experience Agents will be developed on LangChain’s LangGraph platform. 

Additional announcements at X4 included:

• Qualtrics Edge, a powerful new market intelligence platform combining advanced AI, synthetic insights, market research data, and expert advisory services. Qualtrics Edge gives organizations unprecedented visibility into business trends, customer needs, and strategic opportunities at unprecedented speed and scale. 
• New capabilities in the XM for Customer Experience™ suite, including Location Experience Hub and Qualtrics® Assist for CX, allow businesses to bring together structured and unstructured feedback across every channel to create a complete view of their customer experience; get instant access to customer feedback, competitor insights, and industry benchmarks to take quick, targeted action; and equip frontline teams with real-time insights, support, and recommendations to improve experiences in the moment. 
• Qualtrics AI capabilities in the XM for Employee Experience suite that elevate organizations’ ability to collect and analyze complex employee feedback to identify the most impactful actions they can take to lead teams through change. XM for Employee Experience capabilities use employee feedback to create clear, practical recommendations that reduce bias, and improve manager and team effectiveness.
• New research that reveals executives are putting $1.3 trillion at risk because many are hesitant to lead in AI transformation – a reality that could see many organizations miss out on their share of a trillion dollar opportunity while early adopters get rewarded with exponential gains. 

Qualtrics announced 2025 Breakthrough Artist Award Winners

At X4, Qualtrics announced the Breakthrough Artist Award Winners for 2025, recognizing the brands setting themselves apart by driving business value through exceptional customer and employee experiences. This year’s winners are:

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

Read more about the 2025 Breakthrough Artist Awards here. 

X4 is coming to Seattle in 2026

X4: The Experience Management Summit will be held in Seattle for the first time ever in 2026. It will be held at the Seattle Convention Center March 17-19, 2026. 

“For the first time ever, Qualtrics is bringing the X4 Experience Management Summit to Seattle in March 2026. Seattle is an important and special place to Qualtrics, our customers and partners, and the technology community. It is the ideal place for the world’s premier event that brings together thousands of executives, leaders, and experts focused on driving business success through great customer and employee experience,” said Lynn Girotto, Chief Marketing Officer, Qualtrics.

Save the date for X4 2026. 

About Qualtrics

Qualtrics is trusted by thousands of the world’s best organizations to power exceptional customer and employee experiences that build deep human connections, increase customer loyalty, boost employee engagement, and drive business success. Our advanced AI and specialized Experience Agents allow businesses and governments to proactively interact with customers and employees in personalized ways across every channel and touchpoint, respond in-the-moment to fix or improve experiences, and stay across the latest market trends and opportunities.