Nobody grades organizations against their competitors anymore. They grade against the best experience they had this week, from anyone, in any category.
The distance between what they expect and what is delivered is the Experience Gap.
Every moment either closes it or widens it. And it comes with a staggering cost—close to $3 trillion in sales is at risk globally.
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.
Introducing XM Data & AI
The Qualtrics XM Data & AI Platform arrives in 2027, and we’re building it to help you deliver legendary experiences, at scale, when it matters.
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).
The Qualtrics XM Data & AI Platform is powered by more than two decades of Qualtrics intelligence on how customers, patients and employees 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.
XM Data & AI brings the data into one system and adds three capabilities.
Think of a future where you can:
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.
The XM Data & AI Platform 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.
There are a lot of journey maps sitting around, unused and covered in cobwebs. Journey maps have an end point and don't adapt. Lifetime value is created across a continuous cycle of Experience Loops (X-loops), not a single journey. 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.
Simulation. Test before you commit.
Multi-million-dollar decisions misfire because nobody knew how customers would respond until it was too late.
The XM Data & AI Platform generates synthetic data and builds digital twins of real customers, so you 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 your 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, that you can use 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 your organization’s rules and policies, and only does what you 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 your environment and never trains shared models. Every outcome is one your organization would have chosen. The advantage starts with your data, and it stays yours.
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 you from seeing what comes next. Working alongside Qualtrics XM Advisors, you’ll better understand how your 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 you know 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 your website and local pages. Survey responses you already collect 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 your brand’s voice, surfacing the most high-priority feedback.
The future belongs to great experience makers.
We're excited to bring the XM Data & AI Platform to you next year. It’s in service of an ideal you in the experience management community have long championed: that delivering the right experiences at scale is an imperative, not an option.
Whether you measure your ultimate success in market share or patient outcomes, when you're able to get experiences right, your competitive advantage is always on, ever-improving, and impossible to copy. Experience is the future of business. We are here to help you win in this new era.
