Customer experience in India: How Genesys is driving AI-led CX transformation

Indian enterprises are witnessing a massive shift in how customer engagement is designed, delivered, and measured. As digital interactions rise sharply across banking, retail, ecommerce, logistics, and public services, enterprises are increasingly under pressure to balance operational efficiency with personalised experiences.

For Genesys, this transition is becoming central to its India strategy. According to Raja Lakshmipathy, VP and MD, India, Genesys, the company is positioning itself as an AI-led experience orchestration platform that can help enterprises manage customer interactions at scale while maintaining trust, compliance, and empathy.

Raja Lakshmipathy brings more than three decades of experience in the customer engagement and collaboration industry. He said the pace of change in India has accelerated rapidly, particularly over the last few years, as enterprises embrace digital-first engagement models.

“This is my 34th year in the contact centre and collaboration industry. The technology has evolved from CDOT-based systems to what we are now calling AI-led orchestration,” he said.

He added that India presents a unique environment for customer experience transformation because of its scale, diversity, and rapid digital adoption.

AI-led customer experience orchestration becomes critical in India

According to Raja Lakshmipathy, Indian enterprises are handling interaction volumes that are significantly higher than many global markets. This scale is forcing organisations to rethink traditional customer service models and move toward AI-powered orchestration.

He pointed to sectors like banking, e-commerce, retail, and logistics, where customer interactions have moved heavily toward digital channels.

“Everything today has become more online. The interactions are growing rapidly. The only way to address this at scale is through AI because AI is no longer an option, it is an imperative,” he said.

At the same time, he noted that enterprises cannot ignore the human side of customer engagement. While businesses want operational efficiency, customers still expect empathy and personalised interactions.

“The challenge for enterprises is balancing efficiency with empathy. Businesses are trying to optimise cost, while customers still expect meaningful experiences,” he said.

Genesys believes AI orchestration can help enterprises address both requirements simultaneously by automating repetitive processes while allowing human agents to focus on more complex and contextual conversations.

Contact centre AI is moving from automation to autonomy

Raja Lakshmipathy described how customer engagement technologies have evolved from basic IVR systems to AI-driven orchestration models capable of understanding context and intent.

He explained that enterprises are now moving beyond rule-based automation into what he described as “agentic” AI systems.

“Automation is no longer enough. The shift is now toward autonomy where systems understand customer context, determine intent, and drive outcomes,” he said.

According to him, the customer experience industry has moved through several stages, beginning with telephony and menu-driven IVR systems, before evolving toward conversational AI and now agentic AI.

The current phase, he said, focuses less on scripted conversations and more on intelligent interactions where AI systems can determine next-best actions dynamically.

“The focus is shifting from conversation to interaction. Once systems understand context and intent, they can drive outcomes instead of simply responding to commands,” he added.

He also said enterprises are beginning to explore large action models and agent-to-agent interactions where AI systems can coordinate with other systems to resolve customer requests with minimal human intervention.

Fragmented enterprise systems remain a major challenge

While AI adoption is accelerating, Raja Lakshmipathy said enterprises still struggle with fragmented technology environments.

According to him, many organisations built separate systems for voice, CRM, email, ITSM, and analytics over several years, resulting in siloed data and disconnected workflows.

“Organisations developed siloed technology systems over time. Their systems and data remain fragmented, and without unified data, it becomes difficult to derive meaningful insights,” he said.

He also observed that many enterprises initially approached AI through narrow automation initiatives. However, the rapid pace of AI innovation is now forcing organisations to rethink broader operational and orchestration strategies.

“The pace of AI evolution is so fast that enterprises are still trying to implement basic automation while the industry is already talking about autonomy,” he said.

Genesys is addressing these concerns through cloud-native deployment models, flexible scaling capabilities, and AI-led orchestration frameworks designed for large interaction environments.

Genesys partner ecosystem plays a central role in India

Partners continue to remain critical to the company’s India growth strategy. The ecosystem includes value-added resellers, GSIs, telecom service providers, BPO operators, and technology integration partners.

“Customer experience is not a standalone platform anymore. It integrates with multiple applications, including CRM, ITSM, core banking, underwriting systems, and many others. That value is brought in heavily through partners,” he said.

He added that different partner categories contribute distinct capabilities across the ecosystem. Telecom partners bring connectivity and network integration, while GSIs support application integration and managed services. BPO providers are increasingly taking ownership of end-to-end customer engagement operations.

Genesys is also working with application ecosystem partners to support local language capabilities and custom AI integrations relevant for India’s multilingual market environment.

Genesys India sees AI-powered CX as a long-term transformation

Looking ahead, Raja Lakshmipathy said the company wants to position itself as the strategic customer experience platform of choice for Indian enterprises.

He believes AI-led orchestration, ecosystem interoperability, and employee experience will become increasingly important as enterprises scale digital engagement initiatives.

“We believe customer experience can only be achieved through employee experience. Unless employee experience improves, customer experience cannot improve sustainably,” he said.

He also emphasised that future customer engagement platforms will need to combine scale, flexibility, trust, and governance without compromising customer empathy.

For Indian enterprises navigating rapid digital transformation, the challenge may no longer be whether AI should be deployed, but how intelligently it can be orchestrated across increasingly complex customer journeys.

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