Why Genesys sees customer experience as AI’s biggest enterprise opportunity

Mao Gen Foo, Vice President for Asia at Genesys believes that while the personalization journey is still ongoing, AI is making it reach a point that is really different.

Genesys recently announced changes to its partner ecosystem leadership with the appointments of Daniel Bailey as senior vice president, Global Strategic Partnerships and Alexandre Oddos in a newly created role as vice president, Global Ecosystem Activation. The announcement comes as Genesys continues to witness increased demand for its products with businesses realizing the importance of AI-powered customer experience.

Driving this is Genesys partner ecosystem which spans strategic technology alliances, industry-specific platforms, global systems integrators (GSIs), resellers and developers, helps organizations extend this value across the systems, data and workflows that power their business. This network includes companies such as Accenture, Amazon Web Services (AWS), Capgemini, Cognizant, Deloitte, IBM, Meta, Salesforce and ServiceNow.

Both Bailey and Oddos will help lead the continued evolution of the Genesys ecosystem, strengthening partner engagement and expanding global execution to support continued customer success.

Genesys also recently acquired Pinkfish, a leading agentic orchestration workflow company which will extend the Genesys Cloud AI with MCP-based tool integration and workflow automation capabilities. This will help organizations connect customer intent to governed actions across enterprise systems and accelerate the adoption of trusted autonomous experiences that drive business outcomes.

In May 2025, Genesys announced a new partnership with Meta to help organizations deliver more responsive, context-driven customer engagement through WhatsApp on Genesys Cloud. This was probably one of the biggest partnerships for the AI-powered experience orchestration vendor and also one of the reasons why Genesys continues to play an important role in the customer experience ecosystem.

Genesys in Asia

While Genesys continues great success and growth globally, its presence in the Asian region has also grown positively. According to Mao Gen Foo, Vice President for Asia at Genesys, the company has positioned itself in the region as an AI-powered customer experience orchestration platform that is ready to help enterprises stitch together the customer experience in the customer journey.

Foo explained that Genesys wants to be able to be there the moment a customer reaches out, regardless of channels or time, and be able to understand the intent and be able to solve it in a very fast, seamless way that is empathetic. However, to do that, Foo said there are a few elements that need to happen.

“First, we need to have a very strong ability to understand the customer - why they're reaching out, what they're trying to do, and the problem they're trying to solve. We support by stringing together the customer journey to solve it in the fastest and most efficient way. As such, we need to work with different enterprise applications because large enterprises have a diverse set of applications. Some are modern, some are legacy. From an architectural perspective, it has to be an open architecture so everything can connect,” he said.

This is where Foo believes Genesys shines as one of its strengths is its connectivity and accessibility to core applications and its AppFoundry, with the ability to plug in point solutions that are very specific to certain use cases to help customers easily as well as make the solution extensible.

Genesys AppFoundry is a dedicated marketplace where businesses can discover, research, and install pre-built applications, integrations, and add-ons to customize their Genesys customer experience platform.

“For example, if you look at a bank, one of its core authentication capabilities is biometrics. While Genesys doesn't specialize in biometrics, we need to connect to those systems. That's where AppFoundry comes in, enabling integrations with specialized technologies like these,” he explained.

All about personalization

For Foo, organizations have been trying to perfect personalization for nearly two decades, ever since digital services started rolling out. And while he believes that the personalization journey is still ongoing, AI is making it reach a point that is really different.

“If you look at most customers and organizations, they personalize their customer service level or journey by segment. For example, it could be a premium high-net-worth customer versus a regular deposit account holder. But true customer experience goes beyond segments. A high-net-worth customer calling to check on his portfolio requires one type of service, while a customer calling because he's been scammed and lost his life savings is in a completely different emotional state. Customer experience is about understanding that emotion, not just the segment, and taking the right actions empathetically,” he explained.

This is where he believes Genesys is really focused on providing an AI orchestration platform layer that allows consumers to engage regardless of channels and time with organizations to really understand the next best action, route it to the best resource, whether it's a human agent, digital, or virtual agent, to solve that problem.

“And at the same time, we need to support the internal employees with the best resources to provide the best outcome. So, this will solve two things right from a customer perspective, and to get the problem solved in the most empathetic way,” he added.

From an organization perspective, Foo said that optimization, revenue growth, and creating a competitive moat to a superior customer experience remains core and will remain how companies will grow today.

“This is where AI is going to really change the game. This is the biggest opportunity in the market right now. And customer service transformation is probably one of the lowest hanging fruits. In an era of AI, pilots over pilots have been done. Where can you see the bang for the buck? Most organizations have now figured out, that this is the customer service side,” he said.