Qualtrics Announces XM Data & AI Platform for Experience Management

Qualtrics announced the XM Data & AI Platform on September 9, 2026, an AI system the company says is built to simulate outcomes, predict what individual customers are likely to do and act inside the moment. The platform is scheduled for release in 2027, with two related offerings available immediately.

Chief executive Jason Maynard framed the platform around customer lifetime value in the company’s announcement. “Customer lifetime value determines how a company performs over time, and experience is what builds and compounds that value,” he said, adding that XM Data & AI is how organizations deliver outcomes in the moments that matter. The announcement describes an “Experience Gap” between what people expect and what businesses deliver, and states that close to $3 trillion in sales is at risk from poor customer experiences.

Qualtrics, which says it created the experience management category, describes XM Data & AI as an expansion of that category for AI, built on what it calls the world’s largest AI dataset for human experiential context. The company said the platform replaces disconnected listening tools, survey applications and static experience data hubs with one purpose-built system, and said it would preview the platform during a livestream on September 9, 2026, at 2:30 p.m. MT.

Data Foundation and the Press Ganey Forsta Acquisition

The platform’s data foundation includes the $6.75 billion acquisition of Press Ganey Forsta, which closed in May 2026. Qualtrics said the deal brings decades of healthcare data and established governance with regulatory systems to its XM dataset, and that the anonymized health and wellness data broadens the human context behind the platform.

According to the announcement, the system sits on more than two decades of Qualtrics intelligence on how customers, patients and employees feel and behave, a continuously updating record across 18,000 organizations. Press Ganey extends that record with forty years of healthcare experience data drawn from more than 41,000 facilities.

Simulation, Prediction and Trusted Outcomes

The platform adds three capabilities, the announcement states: simulating an outcome before an organization commits to it, predicting what a specific person is likely to do while there is still time to act, and delivering trusted outcomes embedded inside the moment.

Qualtrics structures the system around what it calls Experience Loops, or X-loops — continuous cycles of acquiring, retaining and growing customers that carry Experience Moments, or X-moments, which the company contrasts with journey maps that have an end point and do not adapt. An experience ontology gives the data meaning, defining what a signal is, who it belongs to, where it sits in the lifecycle and what the next best outcome is; with that context, Experience Agents produce trusted outcomes.

For simulation, the platform 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 reaction to a new offering or see where a policy creates friction, the company said. Qualtrics describes these as research-grade simulations fine-tuned on its own research corpus rather than general-purpose models role-playing a persona.

Experience Prediction Models are small language models trained on the company’s proprietary experience datasets and built on the experience ontology, designed to predict how experience management decisions will shape customer engagement, satisfaction and lifetime value, according to the announcement.

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. Qualtrics states that customer data never leaves the organization’s environment and never trains shared models.

Customer Statements and Currently Available Offerings

Steve Lilly, director of customer experience at SiriusXM, said the organizations that win are the ones that can hear signals across every touchpoint and act on them in real time. “That’s why we’re working with Qualtrics to transform our approach to experience management,” he said.

The announcement also carries results from TruGreen, which deployed Experience Agents across millions of customer interactions. TruGreen reported $7 million in return on investment from closed-loop feedback with automated responses, a 30 percent reduction in customer escalations and $30 million in total return on investment across digital optimization, retention and churn prevention.

Alongside the 2027 platform, Qualtrics made two offerings available immediately. The X-Loop Diagnostic Service maps the customer lifecycle, identifies where data is missing and surfaces disconnected systems, working alongside the company’s XM Advisors. The engagement delivers three outputs: a 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. The output also becomes an input to the experience ontology.

The second offering, Reputation Experience, keeps business information such as locations, hours and contact details accurate and consistent across a company’s own website and its local pages, turns survey responses a company already collects into verified ratings that search engines and AI assistants can read and act on, and manages responses across Google, Yelp and Facebook in the brand’s own voice while surfacing the most high-priority feedback. A services package is available to enable Reputation Experience for a brand.