Qualtrics Unveils XM Data & AI, Expanding Experience Management to Simulate, Predict and Deliver Trusted Outcomes
Qualtrics XM Data & AI Platform Built On The World's Largest AI Dataset For Human Experiential Context
XM Data & AI Grows Customer Lifetime Value at Scale
PROVO, Utah, Sept. 9, 2026 /PRNewswire/ -- There is a gap in every business between what people expect and what is delivered. It is called the Experience Gap, and it is the most expensive problem most organizations have never calculated.
The gap is widening, and AI is the driver. People no longer grade companies against their direct competitors, but against the best experience they had from anyone, in any setting.
The Experience Gap has a price. Close to $3 trillion in sales is at risk from poor customer experiences. Most organizations cannot act on that risk fast enough to matter, because the technology to close the gap inside the moment did not exist.
Until now.
"Experience has always been the strategy every leader believed in, but unfortunately the technology wasn't available to execute at scale," said Jason Maynard, CEO of Qualtrics. "Customer lifetime value determines how a company performs over time, and experience is what builds and compounds that value. XM Data & AI is how organizations deliver legendary outcomes in the moments that matter."
XM Data & AI
Qualtrics created the Experience Management category and is now redefining and expanding the vision for the world of AI. The Qualtrics XM Data & AI Platform is the new system built to run it and will be available in 2027.
Qualtrics will provide a preview of the XM Data & AI Platform during a livestream on September 9, 2026 at 2:30 p.m. MT (4:30 p.m. ET). Watch live.
Qualtrics created Experience Management by closing the insight gap, listening and measuring at scale across customers, employees, products, and brands, so organizations could understand what the people they serve actually think. The $6.75 billion acquisition of Press Ganey Forsta in May of 2026, the trusted standard for healthcare experience, brings decades of healthcare data and established governance with regulatory systems to the Qualtrics XM dataset. That anonymized health and wellness data broadens the human context behind the platform, bringing the same rigor that governs patient care to experience management in every industry.
The Qualtrics XM Data & AI Platform brings the data into one system and adds three capabilities.
Simulate an outcome before committing to it.
Predict what a specific person is likely to do while there is still time to act.
Deliver trusted outcomes, embedded inside the moment.
It replaces disconnected listening, survey applications and static experience data hubs with one purpose-built system, focused on creating lifetime value for organizations.
Experience Loops. Where lifetime value compounds.
Lifetime value is created across a continuous cycle of Experience Loops (X-loops), not a single journey. A journey map has an end point and doesn't adapt. Experience Loops run from acquiring customers to retaining them to growing them. Those X-loops carry the Experience Moments (X-moments) that matter, compounding lifetime value. X-loops are continuous and dynamic so trusted outcomes can be delivered in every X-moment. Simulation, Prediction, and Trusted Outcomes are what separate this system from general-purpose models that guess without experience context, and from static data hubs that can only report after the fact.
What makes the loop work is context. Qualtrics' experience ontology gives experience data meaning: what a signal is, who it belongs to, where it sits in the lifecycle and what the next best outcome is. Without that layer, an AI produces answers that are plausible but often wrong. With it, Experience Agents produce trusted outcomes.
Underneath every outcome sits more than two decades of Qualtrics intelligence on how customers, patients, and employees feel and behave, a continuously updating record across 18,000 organizations, extended by Press Ganey with forty years of healthcare experience data from more than 41,000 facilities.
Simulation. Test before you commit.
Multi-million-dollar decisions misfire because nobody knew how customers would respond until it was too late.
Experience simulation is a capability of the Platform. It generates synthetic data and builds digital twins of real customers, so an organization can test how a pricing change lands before it reaches a market, evaluate the reaction to a new offering, see where a policy creates friction before anyone feels it, and understand how their best customers will respond before committing.
These are not general-purpose models role-playing a persona. They are research-grade simulations, fine-tuned on Qualtrics' own research corpus, used to pressure test price, policy, and product decisions.
Prediction. Know before they act.
Simulation tells you how a population behaves. Prediction tells you what a specific person is likely to do.
Experience Prediction Models are small language models trained and refined on Qualtrics' proprietary experience datasets and built on the experience ontology that gives them context, to predict how different experience management decisions will shape customer engagement, satisfaction, and lifetime value.
Trusted Outcomes. Act in the moments that matter.
Before any action reaches a real person, the Platform checks it against the organization's rules and policies, and only does what the organization would have approved.
Experience Agents then act inside the moment, inside those rules, carrying the full meaning of everything that came before it. Trusted Outcomes close the loop inside the moment. What the system learns in one X-moment makes the next more precise.
Customer data never leaves the organization's environment and never trains shared models. Every outcome is one the organization would have chosen itself. The advantage starts with your data, and it stays yours.
Customer Momentum
"It's not enough to know what's resonating after the fact," said Steve Lilly, Director of Customer Experience at SiriusXM. "The organizations that win are the ones that can hear signals across every touchpoint and act on it in real time. That's why we're working with Qualtrics to transform our approach to experience management."
TruGreen deployed Experience Agents across millions of customer interactions and reported $7 million in ROI from closed-loop feedback with automated responses, a 30 percent reduction in customer escalations, and $30 million in total ROI across digital optimization, retention, and churn prevention.
Two New Capabilities, Available Today
The Experience Loop (X-Loop) Diagnostic Service. Most journey maps are collecting dust while customer expectations keep moving. The result is a gap nobody can close, because nobody can see it.
The X-Loop Diagnostic Service maps the customer lifecycle, identifies where data is missing, and surfaces the disconnected systems keeping an organization from seeing what comes next. Working alongside Qualtrics XM Advisors, clients can better understand how their customer and employee experience moments, and the products and processes behind them, impact outcomes.
The engagement delivers three outputs. A defined relationship map of the experience as it actually operates. A visual model of the X-loop, showing which moments carry weight and what they are worth to the business. And a governance plan and roadmap for activation, so an organization knows what has to change and what to prioritize. The output also becomes an input to the experience ontology in XM.
Reputation Experience. What customers say in public is now a channel that acquires customers, and for most organizations it sits outside the experience program entirely, split across agencies, listing tools and review platforms. Reputation Experience brings it into the XM suite, connected to the experience data that explains it.
Reputation Experience keeps critical business information accurate and consistent everywhere people look, from locations and hours to contact details, across a company's own website and its local pages. Survey responses a company already collects are turned into verified ratings that both search engines and AI assistants can read and act on. Responses are managed across Google, Yelp and Facebook in the brand's own voice, surfacing the most high-priority feedback.
A services package is available to enable Reputation Experience for a brand.
The XM Data & AI Platform is scheduled for release in 2027.
About Qualtrics
Qualtrics is trusted by thousands of the world's best organizations to power exceptional customer and employee experiences.
Contact:
Tyler Petersen, [email protected]
SOURCE Qualtrics, LLC
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