Qualtrics has unveiled XM Data & AI, expanding experience management to simulate, predict and deliver trusted outcomes. 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. Close to $3 trillion in sales is at risk from poor customer experiences.
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. Most organizations cannot act on that risk fast enough to matter, because the technology to close the gap inside the moment did not exist.
"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."
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 created Experience Management by closing the insight gap, listening and measuring at scale across customers, employees, products, and brands.
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, and Deliver trusted outcomes, embedded inside the moment.
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.
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. Underneath every outcome sits more than two decades of Qualtrics intelligence across 18,000 organizations, extended by Press Ganey with forty years of healthcare experience data from more than 41,000 facilities.
Simulation generates synthetic data and builds digital twins of real customers to test pricing changes, new offerings and policy friction before market. These are research-grade simulations, fine-tuned on Qualtrics' own research corpus. Prediction uses small language models trained on proprietary experience datasets to predict how decisions will shape engagement and lifetime value. Trusted Outcomes are checked against organization rules before Experience Agents act inside the moment.
Customer data never leaves the organization's environment and never trains shared models. TruGreen deployed Experience Agents across millions of interactions and reported $7 million in ROI from closed-loop feedback, 30 percent reduction in escalations, and $30 million in total ROI.
Two new capabilities are available today: The Experience Loop Diagnostic Service maps customer lifecycle and identifies missing data, and Reputation Experience brings public review channels into the XM suite managing responses across Google, Yelp and Facebook.
About Qualtrics
Qualtrics is trusted by thousands of the world's best organizations to power exceptional customer and employee experiences.
