Recorded live at the X4 Summit in Salt Lake City, this episode features a compelling conversation with Isabelle Zdatny, Head of Thought Leadership at the Qualtrics XM Institute.

With a deep background in experience management and a passion for helping organizations translate strategy into results, Isabelle shares new insights from recent research in partnership with McKinsey, revealing how AI could unlock as much as $860 billion in customer experience (CX) impact—possibly more.

We unpack why just 12 percent of organizations have a company-wide AI strategy and explore the very real gap between potential and implementation. Isabelle describes the common trap of "pilot purgatory," where teams experiment with AI in isolated silos but fail to scale efforts across the business. Her message is clear: companies must shift from scattered tests to strategic, outcome-driven action.

Throughout the conversation, we explore how AI can drive measurable business improvements in three key areas: workforce productivity, revenue generation, and operational efficiency. Isabelle also introduces the concept of Agentic AI, a new phase of automation where AI takes on full workflows instead of just assisting humans. She offers real-world examples of companies like Fiserv that are already applying AI to reduce churn, personalize experiences, and generate new revenue streams.

From debunking myths about needing perfect data to outlining how AI success depends on leadership support, governance, and imagination, this episode provides both strategic direction and practical takeaways. As regulatory pressure grows and competition accelerates, organizations that move decisively will gain the most ground.

What will it take to stop running pilots and start delivering impact? Tune in to find out.