Last week Salesforce and ServiceNow invested $ 1.5 billion in Genesys, a supplier of customer experience that built his business current contact centers.
Genesys was one of the pioneers of cloud-based contact centers or contact center-as-a-service (CCAAS). The company continues to evolve and is now focusing on what the ‘AI-driven experience is called orchestration’.
And stop there, because if you see the magic letters “AI” in a story with a head that calls Salesforce, you know where this is going.
The two companies are not strangers. Salesforce and Genesys have a partnership that goes back for more than ten years. In 2023 they launched CX Cloud van Genesys and Salesforce. (Genesys and Servicenow also had an existing partnership before last week’s investment.)
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A victory for all involved
Private Equity companies Hellman & Friedman and Permira remain the majority shareholders in Genesys. Although PE companies have the reputation for selling companies and that could still happen, the investment by Salesforce and Servicenow the long-term strategy, no sale, was of the opinion.
Salesforce and Serviceenow know CX and AI, which means that they are well positioned to help Genesys to achieve its strategic goals. The two companies immediately become strategic shareholders and receive participation in the route map of Genesys and future decisions.
Because the investment will share a repurchase and not a product or R&D, the private equity companies will receive a liquidity event without a sale or the publication of Genesys.
A weapon race in AI for customer experience?
But Salesforce and Servicenow who had an interest in Genesys was not the only news with CX and AI last week. Earlier in the week, Nice agreed to acquire Cogigy, which develops conversation and agent AI tools.
The acquisition enables Nice to combine its Cxone MPOWER platform with Cogigy’s Cognify.AI platform for conversation and agent AI, with the aim of helping companies implement ai-first customer service and to orchestrate AI agents at the front and back office.
The AI agents of Cognify think, fit and act independently and provide human-like service to customers in more than 100 languages on every channel.
Cognify was not the first conversation -ai supplier picked up by a customer feeding company. In December 2024, Calabrio acquired Echo Ai and acquired Invoca Symbl.AI in May 2025.
Unified, AI-driven CX platforms are here or consumers like it or not.
Dig deeper: Why stimulates the closing of the feedback -loop better CX results results
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