In an era where customer expectations are higher than ever, simply reacting to inquiries is no longer enough. The winners in experience-driven markets are those who anticipate what a customer wants before they ask, then orchestrate seamless, outcome-focused interactions across channels. 

With the upcoming Genesys webinar setting the stage, the company is positioning its platform not just for automation but for intent-driven action, turning what a customer means into what they experience.

This article explores how Genesys is enabling organizations to decode customer intent, leverage it with AI, and orchestrate actions that drive loyalty, efficiency, and business value.

The Rise of “Customer Intent” as the New Strategic Frontier

Customer intent, the underlying goal or purpose behind a customer’s behavior, has moved to a critical operational lever. As the company points out, behaviors such as clicks, scrolls, and page views aren’t just noise; they’re signals.
For example:

• 64% of consumers believe AI will improve the quality and speed of customer experience over the next two to three years.
  
• More than half, 53%, say they’d abandon a favorite brand after experiencing as few as two poor interactions. 

This means companies must do more than just respond: they must understand intent and deliver the relevant experience in the right moment.

Genesys’s Platform Advantage: From Data to Action

Genesys is addressing this challenge through its cloud platform, which integrates key capabilities to move intent from insight to action:

• Predictive Engagement: The platform analyzes visitor behavior (clicks, page visits) and predicts what a customer is likely to do next, allowing proactive engagement.
  
• Intent-Aware AI Features: In the Genesys Cloud AI Experience platform, features such as “predictive routing,” “agent copilot,” and behavioral analytics help surface intent and act on it.
  
• Event Data Platform (EDP): At its recent Xperience 2025 event, Genesys announced its EDP brings data and analytics closer to customer interactions, enabling “journey-aware” orchestration of intent and outcomes.
  
• AI Studio and Guides: The introduction of the Genesys Cloud AI Studio and AI Guides gives organizations a governed, no-code path to deploy agentic AI that acts on intent and orchestrates across systems.
  

Furthermore, business performance data backs this up:

• As of Jan 31, 2025, more than 45% of Genesys Cloud customers were using at least one AI capability to enhance consumer interactions.
  
• The platform reported nearly USD 1.9 billion in annual recurring revenue (ARR) and new business, where AI “represented more than 10% of the platform’s new business” in FY2025. 

These combine to show that Genesys isn’t just talking about intent; it’s delivering infrastructure to turn intent into business outcomes.

How “Turning Intent into Action” Works in Practice

Let’s break down the journey into three core phases: 

Detect

Using behavioral signals (e.g., website navigation, chat messages, call context), the platform identifies customer intent. For example, a visitor who clicks pricing, reads feature comparisons, and then opens a chat may have the intent to “evaluate subscription upgrade.” Genesys’s predictive engagement engine handles this.

Interpret

Once detected, the system contextualizes the intent, evaluating channel, customer history, sentiment, and journey stage, and assigns the next-best action. For instance, a high-value customer on mobile might be routed to a senior agent with an offer ready.

Act 

The platform triggers the appropriate workflow: engagement with a chatbot or agent, proactive outreach, dynamic routing, and personalized offers or content. Through its EDP and Cloud AI features, Genesys enables this across channels and back-office systems. 

One customer using Genesys Cloud AI reported a 15% reduction in handle time and a 29% increase in queries resolved without agent handoff. Another organization saw a 68% increase in sales conversion after improving the chat acceptance rate by 10 points, a clear example of intent detection leading to revenue. 

Why Intent-Driven ORCHESTRATION Matters More Than Ever

In today’s experience economy, several forces are pushing businesses in this direction:

• Omnichannel complexity: Customers switch channels freely; 60% report waiting 15-60 minutes for support in the last year, while companies estimated this would happen only ~10% of the time.
  
• Service fatigue and brand risk: Poor experiences lead to churn; 30% of surveyed consumers stopped doing business with a company in the past year after a bad experience.
  
• Employee empowerment and cost pressure: Agents need real-time intent insights and next-best actions to manage the complexity. Genesys’s agent copilot features help address this.
  

Thus, moving from simple reactive service to proactive, intent-based orchestration isn’t optional; it’s a differentiator.

5. Critical Implementation Considerations

To successfully turn customer intent into action, organizations must address several areas:

• Data maturity and governance: Intent modelling requires high-quality behavioral and interaction data plus the governance to ensure ethical, transparent usage. Many enterprises report lacking formal AI governance policies.
  
• Organizational alignment: Intent moves beyond the contact center; marketing, sales, product, and back office must be aligned to act on insights. The Genesys Cloud Work Automation and associated tools support this.
  
• Technical architecture: The real-time nature of intent means analytics must be embedded at the point of interaction (Genesys EDP) and not rely solely on batch-based reporting.
  
• Measurement and KPIs: Define what intent-driven success looks like: faster resolution, higher conversion, improved NPS/CSAT, and lower cost-to-serve. Genesys case studies show measurable improvements in handle time and conversions.
  
• Ethics, compliance, and trust: Customers expect transparency when AI uses their data; 72% of US consumers fear increased automation may reduce human agent access.

The Outlook for 2025 and Beyond

As Genesys and the broader industry push into the next phase of AI-driven CX, several trends are notable:

• Agentic AI: Moving beyond chatbots, agentic AI means autonomous, workflow-orchestrating agents that can act on intent. At Xperience 2025, Genesys unveiled features that enable this.
  
• Outcome orchestration vs. task orchestration: The focus shifts from individual touchpoints to end-to-end customer outcomes, detection of intent, orchestration of journey, and measurement of success.
  
• More accessible AI: Tools like AI Studio and AI Guides make it easier for business users to build intent-driven experiences without heavy engineering, raising the baseline for many organizations.
  
• Democratization of customer engagement: With platforms like Genesys enabling broader orchestration, even smaller organizations can deploy intent-based engagement, blurring the lines between enterprise and mid-market CX capabilities.
  

Turning Customer Intent into Action with Genesys 2025

For companies committed to delivering differentiated customer experiences, the imperative is clear: move from simply supporting interactions to orchestrating outcomes, and that means turning customer intent into action. With the Genesys 2025 event and its expanded platform capabilities, the opportunity is now.

Whether your goal is higher conversion, faster resolution, or deeper loyalty, the pathway is through intent-driven, AI-powered orchestration. Organizations that can detect intent early, contextualize it intelligently, and act seamlessly across channels will win in the experience economy.

As you plan your CX strategy for the year ahead, ask yourself: Are you waiting for customer signals, or are you triggering the right action when you detect them? With Genesys’s platform in your toolkit, the latter is increasingly within reach.

FAQs

1. What is the main focus of Genesys 2025?

Genesys 2025 focuses on AI-powered customer experience orchestration, helping organizations decode customer intent and act on it in real time. The event spotlights how AI, data, and automation combine to deliver measurable outcomes across industries.

2. How does Genesys turn customer intent into action?

Genesys uses its Cloud AI Experience Platform, Predictive Engagement, and Event Data Platform (EDP) to analyze behavior signals, interpret intent, and trigger proactive engagement, routing customers to the right agent or automating next steps seamlessly.

3. Why is intent-driven CX important for businesses today?

Customers expect personalization at every step. Intent-driven CX allows brands to understand why customers engage, not just how. This leads to faster resolutions, higher satisfaction, and improved retention, all while reducing operational costs.

4. What are some real results seen from Genesys AI adoption?

Enterprises using Genesys AI saw up to 15% lower handle time and 29% more queries resolved. They have also seen up to 68% higher sales conversion rates after implementing predictive engagement strategies.

5. How can companies prepare for an intent-driven CX model post-Genesys 2025?

Businesses should invest in data quality, AI governance, and cross-team orchestration tools. Adopting platforms like Genesys Cloud AI Studio enables even non-technical teams to design and deploy intent-aware experiences responsibly and efficiently.

To participate in our interviews, please write to our IntentTech Media Room at info@intentamplify.com