Agentic AI will enable proactive and adaptable user interactions: Genesys India MD

US-based software firm Genesys, which provides customer experience (CX) and contact centre technology to businesses, views India as a high-growth market. In September, the company became one of the first contact centre providers in India to receive a Virtual Network Operator (VNO) licence from the Department of Telecommunications. This licence enables domestic and international clients to meet Indian telecom regulations while utilising secure cloud services and Artificial Intelligence (AI) for improved customer engagement. In an interview with TechCircle, Raja Lakshmipathy, Vice President and Managing Director at Genesys India & SAARC, discusses Genesys' focus on customer experience transformation and the significance of India in its growth strategy. Edited excerpts:

What recent tech trends are you observing in the customer experience landscape?  

The CX landscape in India is rapidly evolving due to increased digital technology adoption, changing consumer expectations, and the demand for personalised interactions. Consumers now expect tailored experiences at every touchpoint, prompting companies to reassess their CX strategies, with AI playing a vital role. In the banking, financial services and insurance (BFSI) sector, there is a strong focus on technological investments, particularly in generative AI, to enhance customer experience and operational efficiency through personalised, trust-building interactions. Healthcare is prioritising empathetic patient interactions, leveraging data and AI for better insights. In e-commerce, personalised digital experiences and 24/7 self-service are essential. While AI can boost customer loyalty, businesses must address risks like deepfakes through collaboration with vendors for effective fraud detection. Proper AI implementation can enhance customer experiences while maintaining trust.

How does Genesys position itself as an important player offering CX transformation?

Genesys aims to be a leader in CX transformation with its AI-Powered Experience Orchestration platform, enabling businesses to deliver personalised experiences at scale. The platform utilises generative, conversational, and predictive AI for proactive customer journeys. We plan to invest in research and development, particularly in AI, predictive analytics, and cloud capabilities. Over the past year, we have invested nearly $325 million globally in Genesys Cloud to drive innovation for our customers. We also act as tech partners in helping organisations adapt to a customer-centric era. For instance, in healthcare, we collaborate with providers like Narayana Health to enhance patient experiences through the Genesys Cloud platform, which offers a unified view of critical data, improving patient care and operational efficiency. This partnership enables Narayana Health to manage over 50,000 calls daily, ensuring seamless patient journeys.

How does Genesys utilise real-time AI to enhance customer experiences?

At Genesys, we leverage real-time AI to enhance interactions with personalised, contextually relevant solutions. Our predictive engagement capabilities allow organisations to anticipate customer needs and respond proactively, reducing friction and boosting satisfaction. In retail e-commerce, real-time AI helps agents understand customer intent, enabling timely assistance. As the sector grows, retailers are focused on building trust and improving customer experiences through cohesive journeys. AI serves as a virtual assistant, providing personalised recommendations and enhanced service without the need for in-store visits. In BFSI, our AI tools alert agents to high-value or at-risk customers, facilitating tailored experiences. By harnessing real-time AI, we empower clients to deliver the seamless, scalable service customers expect.

Recently, Genesys obtained a VNO licence in India. Could you elaborate on the strategic importance of this move and how it enhances your service offerings in compliance with Indian regulations?

In September, we secured a VNO licence in India, enabling Genesys to offer telecom services without owning network infrastructure. The licence ensures that both domestic and international clients can comply with Indian telecom regulations while accessing secure cloud services and innovative AI solutions for improved customer engagement. This enhances our agility in serving Indian clients and ensures compliance with local standards. As India undergoes digital transformation, this license strengthens our ability to support organisations in delivering world-class, secure customer experiences across sectors like healthcare, financial services, retail, and e-commerce. With the VNO licence, we can provide end-to-end, cloud/AI-based CX solutions that facilitate data localisation, faster deployments, cost-effective solutions, and access to a broader ecosystem of local partners—all within Indian telecommunications regulations.

What role does India play in Genesys' global growth strategy, and what are your growth plans in the next 12-18 months?

India offers significant opportunities for innovation in customer experience due to its diverse and rapidly growing digital ecosystem. We aim to enhance our cloud presence and partner with various sectors to transform customer engagement. Over the past decade, our workforce has expanded from 70 to over 700 employees. Our R&D centres in Chennai, Hyderabad, and Bangalore are crucial to our global innovation strategy, with Chennai being our third-largest centre worldwide. The booming AI sector in India positions it as a top talent hub, and we are committed to leveraging this to enhance customer orchestration. Our Chennai Centre of Excellence focuses on advancing cloud and AI technologies to transform BPO and contact centres, with our engineering teams leading projects in speech analytics, voice recognition, sentiment analysis, and cloud AI. As India's digital evolution accelerates, we see a major opportunity to empower businesses to deliver personalised and scalable customer experiences while advancing AI-driven solutions.

What is the future of CX in the enterprises? 

We foresee a significant shift towards deeper AI integration in customer interactions, moving from simple task automation to personalised, empathetic engagements. The rise of Agentic AI will enable proactive and adaptable user interactions. While Generative AI meets customer needs, Agentic AI fosters dynamic exchanges that benefit both businesses and consumers. Organisations are entering a new phase with advanced AI-driven virtual agents that surpass traditional chatbots. These next-gen agents, powered by generative AI, will provide 24/7 empathetic support, adapting to conversational nuances and managing complex requests. As consumers experience this enhanced service, their loyalty will likely grow towards innovative companies.