The company’s XM Data & AI platform, set to launch in 2027, will allow users to simulate outcomes and predict what someone is likely to do, it said.

Qualtrics said the platform would ‘replace disconnected listening, survey applications and static experience data hubs’ with one ‘purpose-built system, focused on creating lifetime value for organisations’. 

Qualtrics acquired Press Ganey Forsta earlier this year, and anonymised health data from the acquisition will extend the data underpinning the new platform.

The platform generates synthetic data and builds digital twins of customers, which organisations can use to test the likely impact of changes in advance.

Qualtrics has also launched two new services ahead of the full platform’s release next year. The ‘X-Loop Diagnostic Service’ maps the customer lifecycle, identifies where data is missing and highlights disconnected systems, while a reputation experience service converts survey responses into verified ratings that can be read by search engines and AI assistants.

"Experience has always been the strategy every leader believed in, but unfortunately the technology wasn’t available to execute at scale," said Jason Maynard, chief executive at Qualtrics. "Customer lifetime value determines how a company performs over time, and experience is what builds and compounds that value."