Customer experience (CX) software provider, NICE, has rolled out the latest addition to its CX artificial intelligence (AI) solution, Enlighten.

The new product, Enlighten XM (Experience Memory), utilises large language models' (LLMs) deep data memory to hyper-personalise customer journeys., providing brands with an ability to understand, remember, and dynamically adapt to each customer's unique needs and preferences.

Enlighten XM is equipped with a holistic customer data memory, enriched with the industry's most extensive set of CX-specific AI models from NICE Enlighten. This AI-powered technology constructs an all-encompassing memory of each customer's journey, including their sentiment, behaviours, and interaction history across all touchpoints.

NICE Enlighten XM enables NICE CXone customers to deliver seamless, context-rich interactions that effortlessly resume where previous interactions concluded.

The product is pitched to have the key benefits of 360-degree customer insight, individualised memory graph, continuous conversational sync, and an adaptive personalisation engine.

President of the CX division at NICE, Barry Cooper, Barry Cooper, said: "Personalised experiences have been a holy grail for organisations, but most have struggled to deliver due to technological limitations. NICE Enlighten XM shatters those barriers, empowering brands to deliver on the promise of true personalisation finally. With NICE Enlighten XM, brands can build stronger relationships, drive unparalleled customer satisfaction, and lead the way in the future of customer experience. We're excited to make this vision a reality for our NICE CXone customers."

Dan Miller, lead analyst at Opus Research, highlighted the importance of such advancements in the era of Conversational AI. "Enterprise decision makers are overwhelmed with options to apply large language models and Generative AI to improve their customers’ experience. Instead of approaches that employ an ocean of undifferentiated data, they need ‘CX AI’ that is trained on company and customer-specific data that can drive personalised, effective outcomes. Investing in this approach now is foundational to any strategy that differentiates their brand in the Conversational AI era and future-proofs their business operations for years to come."