What’s new in OpenText Experience Aviator

AI is now a core part of customer experience (CX) strategies. Many teams are already using generative AI to create emails, web pages, and marketing assets faster. But speed alone hasn’t changed how experiences are delivered.

The next phase of customer experience AI is already here. It goes beyond content generation to operationalize AI across the entire experience lifecycle.

Where generative AI falls short in customer experience

Most AI initiatives still focus on isolated use cases. For example, teams use AI for:

• Generating marketing copy
• Creating images
• Assisting customer service agents

While these use cases provide value, they often sit outside the systems where work actually happens. As a result, content gets created faster, but workflows remain unchanged.

As a result, the overall impact on operational efficiency, consistency, and customer outcomes remains limited.

Moving from generative AI to operational AI

Customer experience AI is shifting from generation to execution ...