NiCE rebrands as human-centered AI platform to augment customer service

NiCE, a customer experience technology company, rebranded itself as a human-centered AI platform at its annual Interactions conference, showcasing new products that prioritize augmenting rather than replacing human workers in customer experience operations. The company’s strategic shift positions it to compete in the enterprise AI market by emphasizing practical, measurable outcomes over automation hype, targeting organizations seeking to scale personalized customer service through intelligent technology.

What you should know: NiCE unveiled two flagship AI products designed to streamline customer experience operations across entire organizations.

• MPower Agents are AI-powered digital workers that complete end-to-end tasks using reasoning and business context within defined operational guardrails, enabling low-code automation that augments human agents.
• MPower Desk unifies front- and back-office operations in a single workspace, allowing teams to prioritize and resolve service requests more efficiently while connecting all internal customer and operational data.
• Over 6,000 users are already active on the CXOne MPower platform, which orchestrates customer experiences across all channels, departments, and devices.

Leadership transition: New CEO Scott Russell is steering the company away from AI hype toward practical implementation with measurable results.

• Russell’s first user conference emphasized realistic expectations for AI usage and benefits rather than promising full end-to-end automation and worker replacement.
• The leadership team is focusing on AI that drives measurable outcomes through practical use cases, positioning NiCE as transparent about AI’s current capabilities and limitations.

Strategic partnerships: NiCE expanded its enterprise reach through three key integrations that connect its platform to broader business ecosystems.

• The ServiceNow partnership creates turnkey integration between NiCE’s CXOne and ServiceNow’s service management platform, bridging customer service workflows across front and back office operations.
• AWS collaboration brings CXOne MPower to the AWS Marketplace, simplifying access to enterprise-grade AI tools for companies already operating within AWS environments.
• The Snowflake partnership enables companies to integrate external data sources into CXOne MPower, enhancing AI model performance and supporting enterprise-wide observability.

Customer validation: Major brands demonstrated real-world AI adoption strategies at the conference.

• Disney emphasized the complexity of AI implementation, highlighting privacy, compliance, and change management requirements.
• Walmart consolidated CX vendors under NiCE to simplify infrastructure, with a pilot program in Mexico using WhatsApp showing how small-scale deployment builds trust.
• Carnival UK shared their progression from foundational technology to AI copilots, advising companies to “treat AI like a new hire” requiring training and managed expectations.
• Charles Schwab moved from fragmented point solutions to a unified NiCE platform to gain agility and scalability.

The big picture: NiCE is positioning itself as an enterprise AI solution rather than just a contact center provider, emphasizing AI that enhances human experiences for both customers and employees.

• The company’s proactive AI copilots actively listen, suggest next steps, and take action rather than simply responding to queries.
• Features like voice avatars, background noise suppression, and SmartReach proactive outbound engagement demonstrate NiCE’s focus on comprehensive customer experience orchestration.
• The rebrand reflects a shift toward AI that’s “empathetic, explainable, and embedded into how people work,” according to company messaging.