The communications platform disclosed its Q3 earnings on Monday, highlighting a strong growth from its customer experience portfolio. 

Zoom has also revealed its plans to grow product revenue further by enhancing its existing products with additional AI capabilities to drive AI-first customer experiences. 

During the earnings call, Zoom announced that the platform would be evolving from its traditional customer experience platform to an AI-focused one, aiming to drive productivity and relationships. 

Eric Yuan, CEO and Founder of Zoom, revealed that after its strong quarterly results, Zoom would be able to move forward with this vision. 

He said: “This performance reflects the durability of our business driven by the growing value we are delivering for customers as we evolve from a communications leader to an AI-first platform for work and customer experience. 

“Our vision is to be the AI-first work platform for human connection.” 

Zoom expects to accomplish this transformation by following its three strategic priorities: enhancing its existing products with AI, driving growth in AI products, and scaling AI-first customer experiences. 

Enhancing Existing Products 

During Zoomtopia 2025, the communications platform unveiled AI Companion 3.0, an updated version of AI Companion that utilizes agentic AI not only to respond, but also to act, advising on tasks such as meeting preparations, freeing up time, and call follow-ups. 

Zoom has embedded various AI capabilities and tools, including AI Companion, across its platform foundation, including: 

• Zoom Meetings: Zoom’s AI Companion, a proactive AI assistant tool, offers meeting summaries, follow-ups for next steps, and drives work forward. 
• Team Chat: Rising by 20% in active monthly users year over year, AI Companion supports the messaging product by providing customers with chat summaries, composition tools, and simplified search options for higher productivity. 
• Zoom Phone: This tool now offers Voice Intelligence for call transcription, summaries, noise cancellation, call routing, and analytics and insights for customer data collection, with over 10 million users now paying for Zoom Phone as of early Q3. 
• Zoom Contact Center: Working as Zoom’s cloud-based contact center solution, this platform has adopted AI tools such as Virtual Agent, an agentic AI chatbot offering complex tasks and responses for customers, and AI Expert Assist, allowing agents to utilize AI support in real-time with summaries and translations and offer possible agent responses during customer interactions. 

In fact, AI Companion usage has grown four times year-on-year, revealing that these AI features are seeing value from user activity, resulting in rapid adoption. 

By adding AI to these already-established products, customers are more likely to accept these capabilities once they’ve been integrated into the software. 

Driving Growth in AI Products 

By moving beyond its core communication tools and investing in greater agentic abilities, Zoom offers its customers further access to its AI tools to personalize them to their needs. 

This allows Zoom the chance to drive AI product revenue with product monetization, generating financial growth rather than just adding tools to products. 

In fact, 90% of Zoom’s top CX deals involve paid AI features to contribute to product revenue, offering both subscription and consumption models to suit the customer. 

This includes the development of AI tools such as Custom AI Companion, a paid version of the standard AI Companion model targeted towards enterprise-tier customers, allowing businesses to customize the tool to meet specific demands and policies. 

This also includes similar products such as Virtual Agent and AI Expert Assist, as well as Zoom’s recent acquisition of BrightHire. 

Scaling AI-First Customer Experiences 

Through utilizing tools such as Virtual Agent and AI Expert Assist, Zoom is using AI to transform interactions between customers and enterprises by expanding these products across the platform for automated workflows. 

These tools will involve automating routine requests and advise agents during workflow automation, voice, chat, and video calls for faster results. 

Zoom has also implemented a feature that allows enterprises to install either Zoom’s or a third-party’s AI tool, encouraging them to become familiar with AI usage while tailoring it to their needs. 

This strategy will also involve Zoom working with its largest customers to move AI agents into deployment; however, this may prove difficult. 

During the earnings call, Zoom noted that despite this upsurge in AI tool adoption, its net dollar expansion rate stayed at 98%, 2% lower than expected, likely suggesting that large customers had not been spending as much as hoped on Zoom’s products, with renewals on larger accounts proving difficult to resume. 

Zoom Key Earnings Results 

Zoom’s earnings results showed some strong areas of performance across enterprise and cashflow revenue results 

• Zoom’s total revenue reached $1.23BN, up 4.4% year-on-year 

• Its enterprise revenue grew 6.1%, totalling 60% of Zoom’s total revenue 

• Average monthly churn increased by 2.7%, similar to Q3 2024 

• Its operating cash flow increased to $629MN, up 30% year-on-year 

At Microsoft Ignite 2025, the company announced that its innovations for AI transformation were being introduced to Microsoft’s Frontier – its preview program for customers to gain early access to newer products. 

This agent is just one of several products Microsoft has announced to address security and compliance issues in AI agents. 

Sales Development Agent 

The Sales Development Agent is designed to advise sales teams in increasing their selling capacity. 

As a fully automated agent, this tool can be used to research, authorize, and handle outreach even after business hours, supporting steady revenue growth. 

This tool can work independently of a human agent, utilizing personalization for seller outreach with automated follow-ups to maintain client-seller relationships that extend beyond a company’s working time zone, as well as hand off leads to human sellers when needed. 

The agent operates through Microsoft’s security and compliance rules, ensuring that the tool can be utilized safely and efficiently in Microsoft 365 without security gaps. 

Microsoft has launched further security and compliance-focused tools to address frequent concerns around AI agents and how they operate around sensitive data. 

These tools are designed to be manageable and to monitor any suspicious activity, risky behavior, or possible threat to data exposure or accidental leaks, helping enterprises to govern their agents reliably. 

Other Security and Compliance Tools 

Entra ID 

Microsoft has announced that Entra ID has expanded its secure identity and access to adapt to the AI era. 

The tool allows users to manage accounts and resources securely, including multi-factor authentication for extra security checks, activity monitoring, and secure cloud workloads. 

It can also help guide at-risk users away from data threats, detect unauthorized AI usage, and prevent overprivileged agents from accessing controls. 

Defender 

One core component of the tool is to govern and protect AI agents across Microsoft’s ecosystem. 

As a unified platform for governance and threat protection, Microsoft Defender can offer protection across all environments where AI agents are active, deploying AI-powered security bots to monitor newer zones to forecast potential criminal activity. 

This includes safeguarding against any potential threats and vulnerabilities to an agent, as well as resolving and investigating incidents where necessary. 

Microsoft Purview

Alongside Entra and Defender, Microsoft Purview is included in Microsoft Agent 365 to ensure compliance across Microsoft. 

It is an AI-enhanced control plane component, in charge of handling recently deployed AI agents to prevent agent-specific risks, rather than being focused on human data. 

The tool also allows customer enterprises to view an agent’s status, their typical tasks and interactions, as well as their current risk level to prevent data loss.  

Foundry Agent Service

This tool includes built-in features to support security, oversight, and policy alignment, such as agent controls that limit the amount of data an AI agent can access. 

Foundry also provides security and compliance teams with real-time tracing and full insight visibility to investigate and review activity. 

It also works with other Agent 365 tools to handle threat detection and prevent data loss, ensuring that all agents are screened properly. 

Edge for Business Security Features 

The browser environment allows companies to hide information with a watermark overlay and set boundaries on web apps to stop data from being copied. 

These features can be used by organizations to secure sensitive information and prevent data leakage by aligning company policies to the tool. 

This can be monitored from within the Microsoft 365 admin center across various devices. 

Microsoft Ignite 2025

Microsoft Ignite will run from Tuesday 18th November to Friday 21st November in San Francisco. 

The company has emphasized its commitment to agentic AI and is set to showcase this message throughout the conference, as well as further touching on issues such as Security and Governance, and Identity and Access. 

You can find out more about the biggest CX announcements from Ignite 2025 here.

With trends and product forecasts rapidly changing, businesses can showcase and seek out the latest technology innovations and strategies at this year’s expo. 

Through various seminars, booths, panel debates, and live technology demonstrations, visitors will receive an invaluable insight into the latest era of customer experience technology. 

And with thousands of CX leaders and professionals from across the continent in attendance, visitors can gain practical insights and guidance from well-recognised experts at industry-leading enterprises. 

Check out the upcoming, cannot-miss exhibitors, speakers, themes, and more below. 

Exhibitors and Speakers

With 116 company exhibitors expecting to be in attendance, some of the top CX companies are scheduled to attend, with a list of where to find them, who will be speaking, and at which seminar. 

Five9 – Stand CC-L20 

Speakers: 

Steve Blood, VP of Market Intelligence & Evangelism: Rise of the Machines: The Dawn of Agentic CX 

Ty Stephens, Director of Channel Sales, EMEA: CX is Still Human – Agentic AI Just Makes it Smarter 

Microsoft – CC-J60 

Speaker: 

Sebastian Reeve, Director of Strategy, Customer Experience Applications: Become an Agent Boss: Human + AI Collaboration with Microsoft 

AWS – CC-J30 

Speakers: 

Shameem Smillie, GTM Specialist Leader at Amazon Connect: Transforming Customer Experience with Amazon Connect 

Soumya Unni, Solution Architecture Leader at Amazon Connect: Transforming Customer Experience with Amazon Connect 

Salesforce – CC-H20 

Speaker: 

David Brown, SVP & Chief Customer Officer: The Agentic Contact Center: A Salesforce Vision for AI & Confident Agents 

8×8 – CC-F40 

Speakers: 

Chris Angus, VP CPaaS & CX Expansion: Frictionless by Design: Modernising Customer Experience with CPaaS 

Maxine Eunson, Head of Public Sector: Transforming Public Sector CX with Purpose-Driven Communications 

Cisco Webex – CC-G30 

Speakers: 

Joseph Pratten, CX Sales Specialist: See It, Test It, Trust It: AI Agents in the Contact Center 

Keith Griffin, Cisco Fellow VP: Agentic AI: From Hype to Reality 

Vonage – CC-F20 

Speaker: 

Tara Aldridge, Head of Product Enablement: Inclusive CX: Designing Journeys That Leave No Customer Behind 

Dialpad – CC-L10 

Speaker: 

Michele Sama, Director of Engineering: Future-Proof Your CX: The Practical Agentic AI Roadmap 

Genesys – VIP Lounge 

Speaker: 

Keith Fulford, Director of Business Value Engagement at Genesys: CX Trends 2026: Agentic AI and the Future of Orchestrated Experiences 

NiCE – CC-M30 

Speakers: 

Andrew Tucker, Solution Engineer: Cut Through the Complexity: Turning Your Data Chaos into Clarity 

Natalee Wiggins, Solution Sales Executive: Cut Through the Complexity: Turning Your Data Chaos into Clarity 

Talkdesk – CC-K40 

Speaker: 

Gary Ovenall, Regional Vice President, EMEA Solution Engineering: Beyond CCaaS: Enter the Era of Customer Experience Automation 

Verint – CC-N20 

Speakers: 

Huw Jones, Director, Solutions Consulting: Turning Strategy into ROI: What High-Performing Contact Centres Do Differently 

Keith Barrow, Director, Solutions Consulting: Turning Strategy into ROI: What High-Performing Contact Centres Do Differently 

Zendesk – CC-G50 

Speaker:

Kathryn Simons Porter, Principal Contact Center Sales Specialist: CCaaS, CEC, or CRM? AI-powered Resolutions for Every Call and Channel 

Content Guru – CC-M10

Speakers:

Sean Taylor, CEO: AI Winners and Losers – Building a Winning CX Strategy with AI

Martin Taylor, Deputy CEO: From Talk to Action: Real-World AI Transformation Today

Themes

Contact Center Expo has provided a list of content themes in CX, Tech, and Business for visitors to look forward to hearing about this year: 

Customer Experience 

• Supporting vulnerable customers 
• Issue resolution 
• Fostering trust 
• Personalisation 
• Creating efficiency for the customer 
• The ideal customer journey 

Tech Innovation 

• AI 
• Omnichannel integration 
• Data Analytics 
• VR 
• Cloud-based solutions 
• Workforce management 

Business Strategies 

• Leadership and Culture 
• Workforce Management 
• Recruitment & Training 
• Employee engagement 
• Operational efficiency 
• Agent support 

Agenda 

Contact Center Expo is expected to run from 9.30am – 4.30pm GMT Wednesday November 19th to 9.30am – 4pm GMT Thursday November 20th, located at London’s ExCel venue. 

You can obtain the full two-day seminar agenda list here. 

So how can brands reverse this trend? An array of CX practicioners and tech leaders told CX Today that success now depends on strategic AI adoption, trust-building, and a unified approach to digital engagement.

More Tools, But Falling Standards

“CX Day shines a light on the importance of delivering exceptional experiences — and in 2025, businesses have more tools than ever to achieve this,” said Sanjay Salunkhe, President and Global Head of Digital and Software Services at Hexaware.

Since the debut of generative AI (GenAI) tools like ChatGPT, AI has dominated CX conversations. From hyper-personalized interactions to the emergence of intelligent agents that free up human support staff, the potential of AI to improve customer interactions is vast.

“By analyzing customer behavior, anticipating needs, and responding with empathy, today’s AI agents free service teams to focus on high-value interactions while ensuring customers feel heard and supported,” Salunkhe said.

But as Salunkhe warned, potential is not enough. “To succeed, businesses must think strategically — for all the recent advances in technology, Forrester says that the quality of CX is eroding year on year.”

The issue? Disjointed tech stacks and rushed AI rollouts.

When it comes to adopting AI, bolting on endless point solutions risks making CX more difficult, not easier. Complex technology stacks can make orchestration, context-passing and personalization more elusive.

The answer is to integrate technology in smart ways to deliver exceptional experiences.

“That’s why it’s crucial to build a unified foundation — where data and systems are connected, and AI can act with context, rather than in silos. This will ensure every new capability enhances CX, instead of adding complexity,” Salunkhe said. “In turn, businesses will be able to move forward confident they can unlock AI’s full potential to drive customer experience to new heights.”

Without this foundation, even the most sophisticated AI can degrade rather than improve experiences.

“Digital transformation should be measured not just by what it changes but by how it improves the customer experience. The real impact lies in outcomes: faster resolutions, deeper engagement, and smarter service,” said Simon Hayward, VP of Sales EMEA at Freshworks. “But to get there, enterprises need to move beyond outdated metrics (such as rigid NPS scores) and embrace a more dynamic, AI-powered measurement framework.”

The Trust Gap: Why Customers Are Walking Away

In a world of instant digital interactions, trust is the new currency, and it’s in short supply.

“Today’s customers demand instant answers, personalised experiences, and round-the-clock support across all channels. They expect service to be seamless, proactive, and emotionally intelligent. And they expect it within an instant,” Hayward said. “It’s not just about automation — it’s about improving human agents so they can focus on complex, high-value conversations that build loyalty and trust.”

Twilio’s latest State of Customer Engagement Report found that only 15% of consumers “absolutely” trust brands with their data, even though 90% trust some brands to a degree. As Sam Richardson, Director of Executive Engagement at Twilio, explained:

“Trust is the bedrock of customer experience… This World CX Day is the moment for brands to evaluate their approach and strengthen that vital connection.”

Personalization may be powerful, but consumers are increasingly wary. They want relevance, but not at the cost of privacy. Although AI can help brands unlock powerful new levels of personalization, the technology must be guided by a clear strategy, Richardson said.

Customers want interactions that are relevant, but also respectful of their preferences and transparent about how their data is being captured and used. The same research shows the stakes clearly: 71% of consumers will walk away if an experience feels irrelevant.

AI must be deployed with empathy and intention. The brands that see results from their investments will be those that combine technology with authentic, customer-centric values.

Reinforcing that point, the 2025 Thales Digital Trust Index reveals global trust is sliding backwards as 82% of consumers have abandoned a brand in the past year due to clunky, insecure, or intrusive experiences.

As Simon McNally, Cybersecurity Expert at Thales, explained, “trust and experience are inseparable.”

“The problem? Too much of the burden sits with the customer. Nearly two-thirds (63%) of people believe brands force them to take responsibility for protecting their own data.”

From managing complex consent forms to resetting forgotten passwords, consumers are being asked to do the heavy lifting in the digital relationship. That’s not a recipe for loyalty, it’s a fast track to frustration.

In other words, poor customer experience often stems from poorly executed security and privacy practices. Customers expect seamless, secure journeys that don’t interrupt or frustrate.

“Customers aren’t rejecting security, they’re demanding seamless, invisible security that fits into the flow of their lives,” McNally said. “Every poor login, every excessive data grab, every glitch that makes people feel unsafe is a CX failure — and a trust failure. On the flip side, companies that design privacy, security, and usability into every interaction can turn trust into a competitive advantage.

The Path Forward: Unified, Human-Centered, AI-Powered

So, where do businesses go from here? Across the board, the experts agree that CX must be built on trust, driven by intelligent design, and fueled by AI that enhances rather than complicates the customer journey.

“Introducing new technology shouldn’t interrupt that flow; it should instead enhance it,” Hayward said. “Rather than overhauling entire systems, businesses can start small by automating routine tasks, syncing data across platforms, and gradually expanding capabilities.”

That means creating connected systems that give AI the context it needs, prioritizing transparent and respectful data practices, designing experiences where security is invisible but effective, and treating every interaction as a chance to earn loyalty.

“Success is no longer just about closing tickets — it’s about evolving the experience. Ultimately, the goal is to move from passive measurement to continuous signal detection — using AI to anticipate dissatisfaction, prescribe next steps, and personalise every interaction. That’s how digital transformation becomes a driver of loyalty, not just efficiency,” Hayward said. “Digital transformation should be a co-operative journey, not a top-down one. The most successful transformations are those that start with listening — because when customers feel heard, then they feel a valued contributor to the transformation process.”

When brands treat their customers as active participants rather than passive recipients, it creates a sense of ownership and connection that strengthens loyalty. As businesses roll out AI and other advanced tools, they need to be grounded in human insight.

“The message is clear: brands can’t afford to get it wrong. The organizations that will thrive are those that combine the intelligence of AI with authenticity and customer-centric values,” Richardson said. “Every interaction is an opportunity to build or break loyalty. The future of customer experience will belong to those who consistently work to earn trust at every touchpoint.”

CX Day 2025: A Time to Reflect and Act

“On World CX Day, the winners won’t be the ones with the flashiest interfaces or cleverest chatbots. They’ll be the ones that prove, every day, that they respect customer data, reduce friction, and make digital trust a lived experience,” McNally said.

The key is to adopt strategies that demonstrate empathy to make customers feel seen, safe, and supported, and in that way, earn trust.

“Customer expectations have never been higher. World CX Day is an opportunity for brands to reflect on how well they’re meeting these expectations and ensure trust remains at the centre of every interaction,” Richardson said.

For CX leaders, that means a new generation of agentic AI—intelligent systems that don’t just assist employees but anticipate customer needs and take meaningful action. Welcome to the age of Connected Intelligence.

1) Webex AI Quality Management: One Console for Human and AI Performance

Cisco unveiled Webex AI Quality Management (QM), a supervisor tool that unifies coaching and improvement across both human agents and AI agents in a single platform. It combines AI-assisted scoring, real-time insights, and personalized coaching for humans with actionable recommendations and optimization for AI agents—all natively in Webex Contact Center. Planned GA: Q1 2026.

Why it matters: Moves beyond compliance checklists to continuous experience improvement and de-risks AI adoption with a single supervisory view.

Related coverage: Agentic AI in the Contact Center: How Cisco Is Redefining Service

2) Webex AI Agent & Cisco AI Assistant: From Assistive to Agentic

Webex AI Agent enables autonomous and guided self-service, tapping tools, systems, and experts as needed—created and tuned in the new AI Agent Studio. Cisco AI Assistant boosts live-agent productivity with suggested responses, real-time transcription, and summaries mid-call and at wrap-up. These are available for cloud and on-prem customers, with a beta for 50 + languages targeted for Q4 2025.

Starting in Q1 2026, Webex plans support for multi-agent collaboration via A2A and Model Context Protocol (MCP)—so Webex AI Agents can interoperate with third-party agents and external data sources under enterprise controls.

Why it matters: Faster, more accurate resolutions with AI that can act, not just advise—while preserving governance.

Related coverage: How Enterprises Are Using Webex AI to Drive Real CX Results

3) Salesforce: Orchestrating Journeys Inside Service Cloud

As part of Salesforce’s BYO CCaaS program, Webex Contact Center for Salesforce deepens the integration so organizations can orchestrate experiences using combined Webex and CRM data. Interactions can be managed inside Salesforce via Service Cloud Voice and Bring Your Own Channel, powered by Webex AI and Agentforce. Early access now; planned GA Q1 2026.

Why it matters: Reduces swivel-chair workflows and gives agents contextual, AI-enriched insights where they already work.

Watch: Webex and Salesforce Redefine CX Integration

4) AWS Lex: Smarter Virtual Agents, Available Now

Integration with Amazon Lex (the same tech behind Alexa) lets teams build natural voice and chat interfaces for Webex Contact Center and Contact Center Enterprise. Use cases include AI receptionist capabilities to deflect / route calls, improved intent recognition, and acceleration of live-agent resolutions. Available now.

Why it matters: Accelerates self-service design and improves containment while maintaining a natural customer experience.

See also: Cisco Expands AI Integrations with Amazon Lex and AWS

5) Epic: Connecting EHR Context to the Contact Center

Epic integration brings EHR context into customer interactions so care teams and agents can deliver tailored, compliant support inside Epic. Available now.

Why it matters: Reduces handoffs and rework in healthcare journeys where context, compliance, and empathy are critical.

Read: How Cisco and Epic Are Transforming Patient Engagement

6) Webex AI Quality Management in Context

For those tracking the broader AI strategy across Cisco’s collaboration and customer experience stack, UC Today’s coverage dives deeper into the company’s Connected Intelligence theme and agentic vision.

Read more: WebexOne 2025: Cisco Bets Big on Agentic Collaboration

7) Market Expansion: India and KSA on the Roadmap

Cisco plans to expand the Webex ecosystem with locally hosted solutions for performance and compliance. In Q2 2026, Cisco targets Webex Calling data centers in Mumbai and Chennai and the launch of Webex Contact Center services in India, with future expansion planned for the Kingdom of Saudi Arabia.

Why it matters: Local hosting improves latency, call quality, and regulatory alignment for global CX programs.

More coverage: WebexOne 2025: Connected Intelligence Takes Centre Stage

Leadership Perspective

“You win or lose your customers every single day through the quality of the experiences you deliver. AI is the key to delivering amazing customer experiences at scale.” — Jeetu Patel, President and Chief Product Officer, Cisco

Bottom Line for CX Leaders

• Unify oversight: Manage human and AI performance in one supervisory plane with Webex AI QM.
• Operationalize agentic AI: Deploy AI Agent and AI Assistant to act, summarize, and follow up securely.
• Integrate the journey: Use Salesforce, AWS Lex, and Epic to collapse data silos and remove friction.
• Prove value fast: Target containment, cycle times, and CSAT with production-grade use cases.
• Plan for scale: Leverage multi-agent interoperability (A2A, MCP) and regional hosting to grow responsibly.

In addition to the annual SAP Sapphire, it has rebranded and expanded its SuccessConnect event, so practitioners, partners, and execs can keep their finger on the pulse.

At this year’s event, that pulse raced, with many massive announcements including AI agent advancements, a new engagement platform, and much more.

Celebrating the event’s many headlines, Muhammad Alam, Member of the Executive Board of SAP SE, SAP Product & Engineering, said:

Our announcements today demonstrate the power of SAP Business Suite, where AI, data, and applications come together in an experience to propel smarter decisions, faster execution, and scalable transformation.

That suite envelops the enterprise, yet its customer experience portfolio is a key cornerstone.

Given that, here’s a rundown of the event’s biggest news, with extra emphasis on CX.

1. SAP Introduces “Role-Aware” AI Assistants

SAP has announced the next step in its Joule and AI agent journey: role-aware AI assistants.

These assistants partner with a person in a specific business role to support them in fulfilling tasks across the SAP Business Suite.

In doing so, they spot tasks the employee needs to accomplish and tap AI agents to get the job done, configuring, orchestrating, and managing them.

SAP also unveiled an array of new Joule Agents to support these Assistants in getting those role-specific tasks done.

For instance, it gave the example of a People Manager Assistant, which may evoke a People Intelligence Agent to isolate and solve compensation anomalies and similar issues.

Critically, the assistants complete tasks that cross various SAP systems, breaking down silos.

The company’s next move is likely to have them operate across SAP and third-party systems that customers often integrate with.

In the future, the Assistants in Joule may even perform new tasks based on specific brand goals and engage in self-reflection. After all, that’s the future for AI agent technology.

2. SAP Launches Business Data Cloud Connect

The SAP Business Data Cloud (BDC) Connect is the next big launch from the event. It links with third-party, partner platforms to “enable a bidirectional flow of business-ready data products”.

In other words, the tech giant will work with adjacent tech providers to build bridges from their platforms to the SAP Business Data Cloud, enabling better data sharing and cross-platform AI agent applications.

With zero-copy sharing, SAO ensures data stays securely in its systems, yet is accessible from other tech solutions, to preserve business context with copies.

Databricks and Google Cloud are the first big-name brands to partner on SAP BDC Connect. However, the tech giant promises that more will soon follow.

3. SAP Engagement Cloud Is the Big Customer Experience News

The big customer experience news from SAP Connect 2025 is the debut of the SAP Engagement Cloud, which the company describes as a “unified system of engagement”.

Aligned with the SAP Business Data Cloud, it aims to unify data from customer-facing departments and orchestrate communications that cross marketing, sales, and service.

While it’s likely to sit in the marketing department, who may use it to run cross-channel campaigns, service teams may – for example – use it to trigger proactive messages based on data signals that indicate the customer has an issue. They may even employ the platform’s native Joule Agents to turn these insights into such actions.

In this sense, SAP aims to unify departments with the SAP Engagement Cloud, helping them share technologies, align CX initiatives, and think further beyond their functional domain.

Brands can now register to participate in a limited beta and get early access to the solution, which will become generally available in 2026.

4. SAP Customer Loyalty Management Expands Its CX Portfolio

SAP Customer Loyalty Management is another significant addition to the SAP CX portfolio, targeting retailers and consumer packaged goods (CPG) companies.

Teased in June, the solution centers on a “loyalty profile”, which empowers end-customers with a place to track rewards, view entitlements, and redeem personalized offers.

Businesses may run analytics initiatives across these profiles, with embedded metrics that allow them to track the performance of loyalty promotions, programs, and activities.

They may also create new loyalty initiatives on the platform, share gifts with customers across channels, and develop shared loyalty programs with partners.

Now, SAP does already offer a loyalty management solution: Emarsys Loyalty. Yet, by spinning up a new solution, SAP makes its capabilities more accessible to brands that don’t want all the bells and whistles of a full-scale customer experience platform.

The solution is set to reach general availability next month.

5. Another New Solution: SAP Supply Chain Orchestration

Before getting into the other major CX announcements, SAP notably announced yet another solution: SAP Supply Chain Orchestration.

With embedded Joule agents, working with a live knowledge graph, it detects real-time risks to supply chains and orchestrates an appropriate, coordinated response, with prioritized actions.

The solution takes data from SAP Business Network and the SAP Business Data Cloud to monitor “every tier of the supply chain”.

Indeed, it links closely to SAP Business Network to contextualize detected risks and notify the relevant parties – across planning, procurement, logistics, and manufacturing – which may be impacted.

Interestingly, Supply Chain Orchestration may also boost customer experience, helping increase visibility into stock and when goods may become available.

SAP expects the solution to become generally available in the first half of next year.

6. New Joule Agents for Service, Sales, and Commerce Teams

SAP has unleashed many new Joule agents across its portfolio. However, three of the most notable impact service and sales teams.

First is the Digital Service Agent. It offers conversational customer service across digital channels, business portals, and e-commerce platforms. It interacts by leveraging customer conversation context, history, and knowledge base data without needing to pre-configure intents.

Interestingly, it integrates with SAP workflows, which stretch beyond the front-office and into back- and middle-office SAP systems for more expansive resolution flows. That’s its differentiation.

For sales, a new Quote Creation Agent transforms email quote requests into “ready-to-send” quotes and orders, which sales and order management teams can review, edit, and pass on.

Finally, a Catalog Optimization Agent updates and optimizes product data to enhance the “accuracy and agility” of merchandising.

Other new Joule agents span finance, spend management, and HR.

7. SAP Unveils a Customer Self-Service Agent for Utilities

Alongside the Digital Service Agent, SAP has announced a Utilities Customer Self-Service Agent.

The solution integrates directly with SAP Cloud ERP Private solutions, so it utilizes data not only in a CRM or CDP, but broader customer context. That may include contract, tariff, product details, consumption data, etc.

Moreover, the Utilities Customer Self-Service Agent, which comes part-and-parcel with SAP for Utilities solutions, hopes to address specific industry pain points, including market regulations, prosumers, and beyond.

The Agent acts like a Joule agent – so can shift between systems – will reach general availability later this quarter.

8. SAP Integrates Its CX Portfolio with WalkMe

SAP proved ahead of the observability trend when it acquired WalkMe for $1.5MN last year.

The solution overlays an enterprise’s tech stack and offers visibility into how applications are performing and the workflows that run between them.

In doing so, it surfaces inefficiencies, suggests fixes, and recommends where businesses can build better workflows. On this last point, it may also spotlight opportunities for AI agent deployments.

Since the acquisition, SAP has integrated WalkMe with its broad suite. Its latest move is integrating it with SAP CX, allowing customer-facing teams to leverage the solution without IT involvement and disrupting current business flows.

Ultimately, SAP hopes to provide its CX customers with more guidance on using its solutions more effectively and automating new processes.

As such, they may recognize new opportunities to better automate support requests, accelerate onboarding, boost data accuracy, and more.

The integration will be generally available this quarter, and businesses can leverage an embedded version for free. However, a full, customizable WalkMe Premium solution will come at a cost.

9. SAP Jumps on the Revenue Intelligence Bandwagon

Many analytics platforms, like Gong, have shifted to become revenue intelligence solutions, emphasizing their capability to help decipher what drives a business’s revenue.

SAP has embraced this shift, announcing a Revenue Intelligence application in SAP Business Data Cloud, so that sales teams can better understand their sales pipeline and customer health. That comes not only in the form of static insight but also recommendations that help manage deal risk, accelerate the deal cycle, and uncover new opportunities.

This underscores a much more significant shift in business reporting. Analytics tools no longer surfacing insight; they’re prescribing actions on the back of those data points.

10. Meet the New-Look SAP Ariba

To finish, let’s step back from CX and consider SAP Ariba. It has a long history, dating back to the 1990s, yet SAP is rolling out the next generation of Ariba solutions for source-to-pay.

These solutions include many new capabilities, such as a simplified user interface with a central SAP Ariba launchpad that provides clear navigation, surfaces to-do items, and spotlights insight.

There are also new AI tools to assist users with tasks like reviewing contracts, analyzing bids, and generating supplier summaries.

Additionally, SAP Ariba now includes automated sourcing, enhanced 360-degree supplier profiles, and a new central intake management feature.

However, perhaps the most significant move is that SAP Ariba now sits on the SAP Business Technology Platform, enabling simpler integrations with SAP apps and third-party ERP systems.

What Else Did SAP Announce?

Onlookers outside the customer experience space may have added several other announcements to their top ten list.

For instance, there is a new skills-based hiring feature for SAP Fieldglass and a SAP Signavio Process Transformation Manager. That’s alongside all the other Joule agents and capabilities shared in the new SAP Cloud ERP Private release.

To learn more about all these, head over to the SAP website. However, for more on SAP’s CX journey and ambitions, check out our article: SAP Is Building a “Modern and Composable” Customer Experience Suite

Now in its 14th year, the event will bring together 2,000 senior leaders at Evolution London, with 250 speakers.

You’ll hear from customer-obsessed brands across retail, financial services, automotive, hospitality and more.

The 2025 theme explores the “seismic shift” redefining how organisations connect with customers—balancing AI-driven automation with the human touch across journeys, channels and service models. Sessions will dig into practical playbooks for orchestrating personalisation, elevating EX to power CX, and using data ethically to build trust at scale.

What you will see…

With multiple dedicated stages, you can curate your day around what matters most: culture and CX leadership, engagement marketing, loyalty and retention, service design and measurement, and the technologies reshaping omnichannel support.

Delegates can also expect roundtables, focus groups, and networking opportunities with leaders from companies such as Amazon, Tesco, McDonald’s, BT, Deliveroo, and Vodafone – bringing real-world stories from complex, high-volume operations.

More than 100 technology providers will exhibit, with a new Start-Up Village showcasing disruptors aiming to reshape the customer engagement space.

250 world-class speakers will be split across seven content stages to share their expertise:

• Main Stage – Strategy & Leadership inspiration from C-Suite leaders.

• Future of the Contact Centre – Exploring innovation, automation, AI and the evolving role of the contact centre

• Customer Contact – Real-world strategies for service, support, and customer care excellence

• Data, Analytics and the Customer Journey – Unlocking value from insight, behavioural data, and journey mapping

• Customer Experience Management – Culture, leadership, design and measurement strategies for CX success

• Engagement Marketing – Campaigns, content, personalisation and brand experience

• Customer Growth, Loyalty and Retention – Strategies to drive long-term value, trust, and customer lifetime growth

Why attend?

If you own customer experience, digital engagement, contact centre strategy or lifecycle marketing, the Summit is designed to accelerate your roadmap. Benchmark against peers tackling similar scale and regulatory constraints; discover how leaders are deploying GenAI safely; and pressure-test your channel strategy against shifting customer expectations, from messaging apps to proactive service.

Networking is a major draw. With thousands of practitioners on site, you’ll have ample time for structured roundtables, hallway conversations and vendor briefings.

Getting tickets

Don’t just follow the conversation. Lead it. Be part of the ideas, strategies and connections transforming customer engagement in 2025.

Attendance is free for senior customer engagement professionals, but places are limited.

Register now to join 2,000+ CX leaders shaping the future of customer engagement in London.

Instead, the reality customers feel is the result of promises made by sales, marketing, and product, and whether the organization actually delivers on them.  

While customers may not like previous-generation bots, doom loops, and long holds, their frustration doesn’t often originate at the helpdesk or contact center. It begins upstream, where misaligned teams, blind spots, and broken commitments quietly set the stage for failure.   

For those working in customer experience, ignoring the connections to sales, marketing, and product means only seeing part of the picture. True customer experience emerges when every part of the organization aligns and delivers together.   

CXUnifiers 2025 is the event that brings together CX teams to do precisely that.  

Welcome to CXUnifiers 2025  

Attendees will converge on Nashville, Tennessee, over three days from September 29 to October 1, 2025.   

The theme, “Reimagine Extraordinary,” calls on leaders from across the CX space to work together, challenge the status quo, eliminate silos, and raise the standard for every customer interaction.  

The agenda for Sprinklr’s CXUnifiers 2025 aims to present the strategies, insights, and innovations that enterprise leaders need to unify disconnected functions and succeed in the next era of customer experience.​  

Participants can expect access to:  

• Sprinklr’s latest customer experience innovations  

• Hands-on workshops and executive roundtables  

• Real-world case studies from global brands  

The speaker lineup features thought leaders, tech innovators, and CX trailblazers from the world’s most recognized brands, including:  

• Rory Read, President & CEO at Sprinklr  

• Heather Garboden, Chief Customer Officer at American Airlines  

• Chris Gantenbein, Senior Director Digital Experience Capabilities at Coca-Cola  

• Madison Leupp, Sr. Manager, Care Engagement at Adobe  

• Kristina Prickett, Director of Community Management & Engagement at Ogilvy  

Why Attend CXUnifiers 2025?  

Keynote presentations will cover the most pressing concerns for industry professionals, such as converging the CX ecosystem, human-AI collaboration, and the future of customer engagement.  

Meanwhile, fireside chats will offer behind-the-scenes insights from leading organizations on breaking down barriers between teams, aligning them around customer outcomes, and building resilient strategies that earn and maintain trust.  

There’s no need to miss out entirely for professionals who can’t make the event in person, as the keynotes and fireside chats will be livestreamed.  

But for on-site attendees, breakout tracks cross various other areas, ensuring something for everyone, including those already going the extra mile to improve cross-functional collaboration and accelerate unified strategies.  

Deep Dives for Every CX Leader  

Tailored sessions help service, marketing, and insights leaders take critical learnings from the event, with breakout tracks for each. Here’s a quick rundown of the deep dives available across each. 

• Marketing Track: Explore how social media has become the frontline of customer experience. Leaders from BMO, Coca-Cola, and AT&T will share strategies for integrating social and care teams to create connected storytelling across every channel. 

• Service Track: Learn how to unify speed, personalization, and scale to deliver seamless AI-augmented experiences. Speakers from Caesars, Adobe, The Home Depot, and others will show how service can shift from a cost center to a growth driver. 

• Insights Track: Discover how to activate real-time customer feedback and transform data into enterprise-wide intelligence. Executives from Amazon, Walmart, and other global brands will demonstrate how to unify performance metrics and build scalable governance frameworks that support agility. 

More Than Just Keynotes & Deep Dives 

Pre-conference training and a post-event workshop will support attendees to deepen their expertise in an interactive environment and return to their teams with tried-and-tested strategies in hand. 

It’s not all work and no play, however, as CX Unifiers 2025 features a rooftop welcome reception, an evening offsite for music, food, and fun in Nashville on the second day and a final lunch and music reception.  

The 18:00 welcome reception will give out-of-town attendees time to refresh themselves after arrival. And the lunchtime finish on the final day allows plenty of time to make afternoon or evening departures.  

Meanwhile, on September 30, the Sprinklr team will recognize and celebrate outstanding brands and individuals who push the boundaries of innovation in CX with the CXUnifier Awards. It will announce winners in nine categories, including Unifier of the Year, AI Innovator of the Year, and many more.  

At its core, Spinklr’s flagship event is about coming together. When CX teams are unified, everyone wins, with customer experience going beyond a business function and becoming a competitive advantage.  

Learn more and register for CXUnifiers 2025 here!  

Employees, entrepreneurs, creators, educators… they’re the ones driving progress every day.

For Zoom, that makes it different. It believes that Microsoft builds for IT and procurement, while Google bundles collaboration into its suite. Yet, it aims to deliver for the user.

For that reason, Zoomtopia’s theme is all about connecting people to progress.

That theme runs through all of Zoomtopia 2025’s announcements, with the top ten outlined below, starting with those that matter most to customer experience teams.

1. Zoom Bolsters Its Contact Center Partnerships with Salesforce & ServiceNow

As the Zoom Contact Center has surged, customers have requested tighter integrations with their customer support CRMs.

Zoom has acted by partnering with prominent CRM providers and embedding its contact center tooling within their solutions.

Its latest move is to make its real-time transcription, unified routing, and AI assistant technology available in Salesforce Service Cloud.

As a result, it delivers a unified agent experience (less Alt+Tabbing), consolidates support data, and lowers management burdens, as the two platforms overlap.

Zoom had previously launched a similar unified CCaaS-CRM offering with ServiceNow: Unified Engagement from Zoom CX and ServiceNow.

Yet, it has now taken this relationship further by launching an agent-to-agent integration, enabling AI Companion and Now Assist Agents to work together to solve cases.

As such, a contact center rep may communicate with a Now Assist Agent via the Zoom AI Companion interface and automate tasks in another part of the business that lead to a successful resolution. That’s an exciting new capability.

2. Zoom Debuts a New Conversational Intelligence Solution

Zoom CX Insights is a new addition to the enterprise communications giant’s CCaaS platform, offering a native conversational intelligence solution.

Yet, this isn’t just another dashboard filled with overwhelming amounts of data and information. Instead, it’s interactive.

As Michelle Couture, Global Product Marketing Lead for Zoom CX, summarized:

Leaders, supervisors, and managers can simply ask questions in plain language to uncover trends, spot issues, and coach their teams, without waiting on analysts or digging through complex dashboards.

Also, Couture suggests that CX Insights can deliver prescriptive guidance to help reduce churn, improve self-service, and boost overall customer satisfaction.

By taking this step and pulling together data to recommend specific actions that will improve customer, agent, and business outcomes, Zoom aims to lead the future of contact center reporting.

3. Zoom AI Expert Assist Goes Agentic, While Its Virtual Agent Also Gets a Big Boost

Zoom AI Expert Assist, its assistance solution for contact center reps, has gone agentic.

As such, with rep supervision, AI Expert Assist can take context from the session, reason with that context, and complete workflows on their behalf.

So, instead of just recommending a next best action, Agentic AI Expert Assist will offer to perform it.

The Zoom Virtual Agent (ZVA), its customer assistance solution, went agentic in June. Yet, its latest upgrade takes this further, as Couture noted:

Powered by stronger models, it delivers smarter reasoning, more accurate responses, and the ability to manage more complex interactions.

Zoom is extending that foundation with new capabilities, including the integration of ZVA into its contact center quality management solution. That’s significant as both human and virtual agents can be scored and evaluated in the same way.

Finally, Zoom has added new templates for healthcare, concierge use cases, and deeper integrations with Zoom Phone, Amazon Connect, and numerous other rival communications platforms.

4. Sales & Marketing Teams Also Gain New Capabilities

Prospecting is a grind for sales reps, figuring out who is worth their time, engaging them, and sending follow-ups. Yet, these efforts rarely convert, and that slows the pipeline.

To combat that, Zoom is adding Agentic Prospecting to its Zoom Revenue Accelerator, its sales intelligence tool.

With this new capability, reps can drop in a list of webinar leads, and it gets to work. In doing so, it enriches each contact with insights, prioritizes the best opportunities, and sends personalized outreach immediately. It can also manage the back-and-forth until a meeting is booked.

Switching to marketing, Zoom has introduced Ask AI Companion for Webinars.

The solution allows people joining late, or who just want a recap, to ask AI Companion for instant summaries. They’ll get the additional context they need to catch up, without creating extra work for the host.

To further support the delivery of webinars, Zoom has also launched a Production Studio, enabling “TV-quality layouts, smooth transitions, and preloaded videos.”

5. The Zoom AI Companion 3.0 Is Here

Away from CX in isolation, Zoom has made other platform-wide updates. The launch of its AI Companion 3.0 is likely to capture the headlines.

At Zoomtopia 2023, Zoom released its AI Companion 1.0, which summarized meetings, extracted key takeaways, and surfaced next steps.

The following year came AI Companion 2.0, delivering platform-wide assistance, surfacing information, prioritizing tasks, and helping get more done.

Now, AI Companion 3.0 is going agentic, turning conversations into actions. It focuses on three core areas: uncover, optimize, and uplevel.

Uncover means surfacing insights from team meetings, chat threads, and cross-channel interactions. The new AI Companion Notetaker can help here, attending meetings (across any conferencing platform), taking notes, and capturing action items.

Optimize takes that insight and other conversation data to provide proactive assistance for users. The new “Free Up My Time” skill is an excellent example. With this, the AI Companion can analyze the calendar, recommend meetings to skip, and suggest option attendees for meetings the user runs. It also allows the user follow meetings remotely and receive key updates.

Finally, there’s uplevel. This aims to help users produce high-quality work faster, organizing schedules, creating briefing materials, guiding interactions, and structuring priorities. The new “Writing Assistance” skill is one to watch out for here. It doesn’t just help draft emails, proposals, reports, presentations, etc., it understands intent and business context to improve results.

To support the agentic AI Companion, Zoom will also launch a new web experience in November and an Enhanced Home tab in Zoom Workplace next year.

6. The Zoom AI Companion Comes to Slack and Microsoft Teams

Next month, Zoom will launch a native AI Companion experience in Slack, followed shortly by Microsoft Teams.

Ultimately, this means users can catch up on conversations, pull key insights, and schedule meetings simply by asking AI Companion, no matter which compatible collaboration tool they use.

The AI Companion will be especially useful for those who handle meetings across these collaboration tools, with Zoom striving to make its AI Companion available where their teams already work.

7. Meet Another AI Assistant: The Zoomie Group Assistant

As noted, AI Companion 3.0 can help users prep for meetings, providing proactive nudges, gathering insights from past conversations, agendas, and assets, and even suggesting additional prep.

During meetings, it also keeps discussions focused, prompts alignment on decisions, and helps lock in action items before the session ends. It can also kickstart those action items to turn discussion points into actions.

Yet, in addition to AI Companion comes the Zoomie Group Assistant, which can be activated by voice or chat in Zoom meetings.

Attendees just need to say “Hey Zoomie” in a Zoom Room, and it can answer questions, control the room environment, share screens, or launch a whiteboard.

The goal? To make collaboration faster and smoother.

8. More New AI Communications Tools (inc. Avatars)

Alongside the Zoomie Group Assistant, Zoomtopia teased many more AI tools to boost business communication in Zoom Workplace.

For starters, Zoom Clips can now transform static slide decks into dynamic video presentations “with just a few clicks.”

Additionally, users can add a custom AI avatar for a consistent on-screen presence and reach global audiences with automatic translations.

Yet, perhaps most fascinating is the introduction of photorealistic meeting avatars, which Zoom describes as a professional alternative to cartoon avatars.

In other words, it’s for people who don’t feel camera-ready but still want to impress.

9. Yet Another New AI Assistant, This Time for Zoom Phone

AI assistants are all the rage for Zoom, with the vendor announcing yet another, this time a Cellular Companion for Zoom Phone.

The Cellular Companion routes calls through the native mobile dialer while remaining compliant and audible via Zoom Phone.

Compatible with global carrier plans and dedicated mobile numbers, it bolsters Zoom’s ambitions to create an integrated experience across platforms, giving users the flexibility to work anywhere, even in low-bandwidth areas.

10. Zoom Unveils a Video Management Solution

Earlier this year, Zoom launched its Workplace for Clinicians and Workplace for Frontline solutions.

Thanks to these solutions, more video content is being generated on Zoom, including meetings, lectures, training sessions, etc.

The new Zoom Video Management solution aims to transform those videos into “powerful, shareable, and impactful assets.”

In doing so, educational institutions and enterprises alike can spend less time managing content and focus on what they do best.

Key features of the Video Management solution include:

• Automatic transcription makes every word searchable.
• Smart chapters and content summarization turn long recordings into digestible insights.
• Intelligent recommendations help surface the most relevant content from your video library.

CX Today is on top of all the big customer experience conferences this event season. To keep tabs on all the big announcements, subscribe to our newsletter.

When Hollywood Meets CX

Acclaimed actor (Deadpool), entrepreneur (Mint Mobile, Wrexham AFC), and creative powerhouse Ryan Reynolds will close the event, sharing his perspective on storytelling, leadership, and innovation. Pairing Hollywood creativity with Cisco’s AI-first CX strategy gives this year’s WebexOne a unique edge: it’s about building meaningful connections in both business and life.

View all speakers here

Running September 28–October 1 at the Marriott Marquis San Diego Marina, WebexOne isn’t just about product launches. It’s about bridging cutting-edge AI capabilities with the human challenges of delivering great customer experiences.

Customer Experience Revolution: From Reactive to Predictive

The Webex Contact Center continues its evolution into a full experience hub. Key updates expected at WebexOne include:

• AI-driven automation and orchestration → proactive journeys that anticipate customer needs.
• Epic EHR integration → empowering healthcare providers to manage patient interactions more seamlessly.
• Real-time sentiment analysis → giving supervisors visibility to step in before an interaction goes south.
• AI-powered agent assistance → delivering contextual insights, summaries, and suggested responses to reduce handle times.

Imagine a patient call where appointment conflicts are automatically resolved before an agent answers, or a retail customer escalated with full purchase history, sentiment score, and pre-configured solutions. This is no longer theoretical — it’s technology coming to market.

Beyond Chatbots: Agentic AI in Action

Cisco is moving past the passive chatbot era. The Webex AI Agent and Cisco AI Assistant bring agentic AI to CX, meaning the system doesn’t just reply — it acts. From creating CRM records to resolving simple requests instantly, AI is becoming a 24/7 frontline for customer engagement.

For CX leaders balancing rising expectations with tighter budgets, this could be transformative: higher satisfaction scores, faster resolutions, and lower operational costs.

Why CX Leaders Should Pay Attention

1. Predictive power: Anticipate issues before they escalate.
2. Efficiency at scale: Lower costs through self-service and AI-driven automation.
3. Agent empowerment: Reduce burnout with real-time support and intelligent task handling.
4. Vertical-ready solutions: Healthcare, finance, retail, and government examples will be front and centre.

Learning That Matters

More than 200 hours of training, 82 classes and labs, and 100+ breakout sessions will run at WebexOne. CX professionals will get hands-on with AI orchestration tools, agent assist features, and customer journey automation frameworks. This makes WebexOne a rare chance to combine product updates with professional development.

Don’t Miss It

Ryan Reynolds’ keynote may grab headlines, but the real story at WebexOne 2025 is Cisco’s reinvention of customer experience with AI. For CX leaders ready to move past hype and into impact, this event offers a blueprint for the future.

Explore the full agenda or register now at www.webexone.com

Stay tuned to CX Today for live coverage, insights, and interviews from San Diego.