Qualtrics has taken the wrappers off a new set of artificial intelligence (AI) capabilities at its flagship US event this week, using its vast database of human sentiment to shake up the understanding businesses have of customers, employees and prospects - even those who don't share feedback.

These capabilities are generated by Qualtrics AI, which has been trained on 15 billion experience profiles and data points from the vendor's global database of human sentiment. They are being embedded across Qualtrics' three product suites – XM for Customer Experience, XM for Employee Experience, and XM for Strategy and Research.

Qualtrics said AI is specifically designed to help companies predict customer needs, anticipate and address employee attrition, craft intensely reliable experiences, and automatically put feedback into action.

One of the new AI capabilities is Qualtrics Assist, an AI agent that enables everyone in an organisation to get deeper, actionable, and immediate insight into the customer and employee experience by asking natural language questions and gathering feedback through an interactive dashboard. Qualtrics Assist can then automatically trigger actions and workflows based on proven XM data and methodology.

Another new feature is conversational feedback, which uses Qualtrics AI to analyse survey responses and generate personalised follow-up questions in real time. To do this, the vendor said it's using context from answers provided to identify incomplete responses and prompt for more specific, actionable answers. Organisations including Fiserv, Asurion, and one of the largest supermarket chains in the United States, have achieved significant improvements in response clarity using conversational feedback, with the vendor citing 40% more information gleaned through the prompting process.

The AI capabilities also include intelligent summaries, which turn customer and employee feedback and market research into concise and simple overviews. Automated workflows powered by Qualtrics AI and xFlow, the automated action engine, enable organisations to automatically trigger General Purpose Technology (GPT)-powered actions in the systems their teams are already using.

"With the largest database in the world of human sentiment, Qualtrics has a unique and powerful place in the world of AI,” said Gurdeep Singh Pall, Qualtrics President, AI Strategy. “In a world where experiences matter, Qualtrics AI and experience management – starting with these innovations – is poised to play a critical role across industries and around the globe.”

The AI capabilities were unveiled at the X4: The Experience Management Summit in Salt Lake City.

Qualtrics is used by over 20,000 customers globally to analyse more than 3.5 billion conversations every year.