Genesys Looks to Seize AI's $23 Trillion Opportunity
LAS VEGAS --- Though many companies have already adopted artificial intelligence, the biggest growth for the technology and benefits for users remain in the future, Scott Cravata, Genesys chief customer officer, said during the second day of the Genesys Xperience 2026 Conference.
"AI will generate almost $23 trillion in human global economic value by 2031, and that's just the baseline scenario," Cravata said. "For everybody in this room, that $23 trillion is a lot of adoption, driving efficiencies and revenue into that economic value."
Though that is an eye-popping figure at first glance, Cravata noted that it's not that large considering that only 3 percent of organizations have already reached the highest level of AI maturity.
"We're in the early stages of AI, but it's moving fast," he explained. "There's a trillion [dollars] in infrastructure spending happening right now. and tech is coming into the market at quantum speeds. Consumers are jumping in, forcing businesses to move even faster."
To capitalize on this opportunity, businesses need to understand their customers and what their customers want in terms of experiences. For Cravata, customers have shown an expectation for experiences that are simple to enjoy, respect for the amount of business they do with the company, authenticity, and show that the brand truly knows the customer, among other things.
Ninety-two percent of consumers want organizations to match the best experience that they have ever had, so the bar is set high, Cravata said. "We know that customers will leave a brand after one bad experience."
It's not just customers who will leave, either, Cravata said. "Don't forget about your employees. If their experiences aren't amazing, that will trickle down to your end customers. Worse, with bad experiences, your valued employees will leave."
Genesys starts with its customers, Cravata noted. "We're listening to thousands of engagements around the world. Your feedback powers how we evolve our products and services."
According to Cravata, companies need the following to deliver the experiences customers are demanding:
- The right platform;
- The right operating model; and
- The right partner.
Cravata touted the benefits of Genesys' technology and the model that grounds it.
"The beauty of the model is that it is scalable and flexible," Cravata explained. "The model supports everything from small use case pilots that might take a week or two to large scale transformations with customers that have audacious goals."
Cravata re-emphasized that companies can't simply add AI, a point that company CEO Tony Bates made during the opening keynote presentation.
"The biggest mistake is to just deploy AI without transformation," Cravata said. "Deploying AI without looking at processes is potentially putting AI on a process that doesn't even work today. We've seen many cases where AI never goes beyond experimentation. Without the right operating model, we believe that you receive only a fraction of the value that you set out for."
Customers don't want to experiment, they want to achieve business ROI, Cravata noted before turning the stage over to customers who discussed how they had used Genesys and AI to achieve positive results.
Italian auto maker Ferrari started by outlining how Genesys helped it optimize lead scoring.
"Transformation isn't just about introducing new products, it's about evolving the experience around them," said Rebecca McQueen, Ferrari's head of customer experience. Ferrari has always been obsessed with precision, and Genesys brought that same mindset to our customer experience."
The company built a sophisticated AI model that helped identify opportunities that resembled customers who had actually converted. Ninety-seven percent of the noise in the funnel could be removed. But that was just the starting point. Now Ferrari uses Genesys and AI to orchestrate the full customer relationship, measuring dealer time, engagement, speed, decision quality, and loyalty.
"We didn't need to make a better decision about an incoming lead," McQueen said. "We needed to make thousands of better decisions across the entire customer relationship."
Rabobank migrated 80 departments and 60,000 users to Genesys Cloud, a process that took nine months. The solution now provides AI summarization for 20,000 employees every day. The solution has delivered benefits of 100,000 euros over three years.
Dell replaced 27 applications and migrated 20,000 agents to Genesys Cloud, relying on strong governance and executive sponsorship.
Best Buy Canada, Computer Center, Auto Club Enterprises, and DNB also reported a variety of benefits from AI and Genesys.
The companies above and others that succeed won't be the ones that deploy the most AI, Cravata said. "It will be those companies that are orchestrating those connected experiences across every employee, every workflow, every tech stack, every customer journey."