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Last week, I attended NiCE Interactions 2025, a customer experience industry event bringing together nearly 3,000 CX, contact center, operations, and IT leaders from around the world. As NiCE is a leading provider of CX and contact center solutions, the event focused on how business leaders are modernizing their customer care and engagement strategies and how NiCE is helping facilitate that transformation.
At the event, company leaders, marquee customers, and technology partners showcased how NiCE is reshaping service interactions through intelligent automation, empathetic design, and a connected ecosystem. The overarching message was that AI isn't just about productivity -- it's about improving human outcomes at scale.
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NiCE's recent rebranding reinforces this shift. The company has repositioned itself not just as a technology provider but as a CX AI platform to drive human-centered CX and business outcomes. The new brand emphasizes the "human side of AI," a concept that was central across every executive keynote, customer success story, and 1-1 discussion throughout the event.
Leadership
This year's Interactions was the first user event for the company's new CEO, Scott Russell. Russell's conversations with the analyst community prior to the event, alongside his presentations on stage and in person, exhibited that he has a deep understanding and clear vision of the CX space in the age of AI.
At Russell's helm, NiCE's messaging is focused on the practical (and real) side of AI versus hype. It's easy for technology vendors, especially those in the customer service and CX space, to chase the AI hype by promising buyers full end-to-end automation and worker replacement. NiCE is taking the more difficult but transparent road, setting realistic expectations on AI usage and benefits, and focusing on AI driving measurable outcomes through practical use cases.
CXOne MPower as the relationship orchestrator
Barry Cooper, president of CX Americas, shares that a key pillar of NiCE's product strategy is CXOne MPower. This AI-native platform is designed to orchestrate entire customer experiences spanning all channels, departments, and devices, rather than just siloed interactions. With over 6,000 active users, MPower ties together automation, workflow orchestration, agent enablement, and real-time intelligence.
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