Genesys New Executive Briefing Centre in India: Transforming CX from Concept to Co-Creation
Customer expectations have never been higher. Businesses today must go beyond reactive service models and create proactive, personalized, and meaningful experiences. In this environment, experience orchestration—the art of harmonizing data, AI, and human touch—has emerged as the next frontier of customer experience (CX). Now, Genesys, a global leader in cloud-based AI-powered CX solutions, has taken a bold step forward with the launch of its Executive Briefing Centre (EBC) in Chennai, India.
This state-of-the-art experiential hub is more than a showcase. It is a collaborative space for co-creating the future of CX. By offering immersive demos and interactive sessions with experts, the facility allows organizations to witness firsthand how Genesys technologies can drive transformation. As a result, it bridges the gap between strategic intent and operational execution.
A Commitment to Innovation in India
The decision to open the EBC in Chennai reflects Genesys’ deep-rooted commitment to India. Notably, India is the company’s third-largest R&D hub. It plays a critical role in developing cloud-native, AI-driven customer experience solutions. Moreover, Genesys India leads in patent filings, clearly demonstrating the country’s contribution to global innovation.
In 2021, Genesys was the first global CX provider to establish an in-country cloud deployment in India. This milestone enabled Indian enterprises to benefit from secure, scalable, and compliant solutions. Today, brands like AIonOS and Hexaware rely on Genesys to deliver exceptional experiences and improve operational efficiency.
AI is Reshaping CX Priorities
According to the Genesys State of Customer Experience Report, CX leaders plan to allocate 33% of their CX budgets to AI over the next year. This shift signals a broader industry trend: AI is no longer a future aspiration—it is a current imperative.
Businesses increasingly recognize that AI, automation, and data orchestration are essential for delivering seamless, personalized, and empathetic experiences. However, many leaders still struggle to translate AI investment into practical outcomes. The new EBC addresses this challenge head-on by offering a hands-on, real-world view of AI in action.
Co-Creation: The New CX Mindset
The EBC is designed to be more than a demonstration facility. It is a place where clients and partners can collaborate with Genesys’ R&D teams, product engineers, and AppFoundry® partners. This approach fosters co-innovation and encourages the development of tailored engagement strategies.
Raja Lakshmipathy, Vice President and Managing Director for India & SAARC at Genesys, highlights this vision:
“As we navigate the AI and cloud hype cycle, this facility offers a collaborative space for customers to co-innovate, experience value, and build engagement strategies. It reinforces our long-term commitment to helping Indian organizations deliver exceptional customer experiences.”
This message resonates strongly with CX leaders looking to drive impact, not just implement technology. The EBC demonstrates how to build personalized journeys, improve employee productivity, and enhance operational performance—all from a single integrated platform.
Industry Leaders Recognize the Shift
The launch has earned praise from across the ecosystem. Bhaskar Verma, Regional Director at NASSCOM, notes the strategic significance of the move:
“Global Capability Centres (GCCs) in India have evolved into true innovation hubs. The continued investment by Genesys underscores the importance of our ecosystem in redefining customer experiences globally.”
Indeed, India’s tech ecosystem is increasingly becoming the heartbeat of global product innovation. With its blend of technical talent and business acumen, the region is well-positioned to lead in experience orchestration.
Seeing is Believing: AionOS’s Experience
For companies trying to adopt AI at scale, seeing is believing. That’s why the EBC’s immersive environment offers significant value.
Arjun Nagulapally, CTO of AIonOS, shares his perspective:
“For businesses navigating the complexities of AI adoption, the ability to see real-world outcomes is invaluable. The Genesys EBC brings innovation to life. It helped us understand how AI, automation, and data can come together to transform CX.”
His comments reflect a broader truth: organizations want more than technology—they want clarity. They want to understand how solutions will support their specific goals, customers, and teams. Genesys answers that need through experiential learning and collaborative design.
Bridging Technology with Empathy
Genesys has long believed in the power of empathy in business. Its cloud platform, Genesys Cloud™, empowers over 8,000 organizations in 100+ countries to deliver empathetic, personalized experiences at scale. The EBC builds on this foundation by helping companies explore how to connect better with their customers—and their employees.
Experience orchestration is not just about automation. It’s about designing experiences with purpose. With the right insights and tools, businesses can act at the right time, through the right channel, with the right tone. This approach not only builds loyalty but also drives measurable business outcomes.
Investing in Talent and Culture
The success of any CX initiative depends heavily on the people behind it. Genesys India stands out as a talent hub, with one of the company’s largest global employee bases. Moreover, it has earned the Great Place to Work® certification for eight consecutive years. It consistently ranks among the top 100 mid-sized organizations in India.
This focus on culture ensures that innovation is sustainable. It also means that clients engaging with Genesys teams at the EBC are working with motivated, skilled professionals who understand both technology and human behavior.
A New Chapter in Experience Leadership
The Executive Briefing Centre launch marks a significant milestone in Genesys’ journey in India. It embodies the company’s belief that customer experience should be immersive, data-driven, empathetic, and human-centered.
By fostering collaboration, showcasing real-world applications, and empowering innovation, the EBC in Chennai will play a crucial role in shaping the next generation of CX in India and beyond.
For CX leaders looking to elevate their strategies from abstract to actionable, Genesys offers not just a platform—but a partner. One that understands that technology is only as powerful as the experiences it enables.
