How to incorporate three categories of AI into your XM efforts

JamesScutt · 2025-09-02T08:03:30+00:00

TL;DR: XM Institute identified three types of AI—Analytical, Generative, and Agentic—and explains how businesses can use each to improve customer experiences by gaining a better understanding of their customers and automating actions.Key points: Analytical AI helps businesses understand customer behaviour by analysing data for patterns, sentiments, and root causes, which allows them to make predictions. Generative AI is for creating content and contextual responses, for example, powering chatbots and virtual assistants to have more human-like conversations. Agentic AI takes action, orchestrating complex tasks across different systems to achieve specific experience goals, such as automatically creating a ticket or sending a personalised follow-up. The article offers real-world examples for each AI type, such as a university using Analytical AI to predict student retention risks and an insurance provider using Generative AI for an internal claims chatbot. The full content is about a 4-minute read. https://www.qualtrics.com/articles/customer-experience/incorporate-three-ai-categories/Have you used any of these types of AI in your work, or are there other ways you've seen AI used to improve customer experience?

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