Insight Was Never The Point: Arise, Systems Of Action

2026-04-28 · Source: Featured Blogs - Forrester · Field: Business & Management — Corporate Strategy & Leadership, Project & Product Management, Operations & Process Management · Depth: Intermediate, short

Summary

The traditional enterprise software taxonomy of "systems of record" and "systems of engagement" was expanded by IBM to include "systems of insight," which analyze data to surface meaning. Companies like Qualtrics and Medallia built significant businesses on this model, offering survey programs and voice-of-the-customer dashboards. However, this insight layer is now facing commoditization due to AI, which can synthesize vast amounts of unstructured data without traditional surveys or expensive licenses. Investors are reacting, with Thoma Bravo wiping out $5.1 billion in Medallia equity and JPMorgan halting a $5.3 billion Qualtrics debt deal. The rise of machine-mediated interaction, where AI agents handle customer interactions, further diminishes the relevance of human-centric survey data. The industry is shifting towards "systems of action," where AI agents not only provide recommendations but also execute decisions autonomously, as evidenced by Salesforce, Zoom, and Gong adopting this architectural principle.

Key takeaway

For CTOs evaluating customer experience (CX) technology investments, recognize that traditional "systems of insight" are depreciating assets. Prioritize platforms that enable "systems of action" capable of autonomous decision-making and resolution, rather than just data analysis. Your future CX strategy should integrate AI agents that can act within defined parameters, focusing on outcome-oriented solutions and predictive analytics to proactively address customer needs and risks.

Key insights

AI is commoditizing traditional "systems of insight," shifting value towards "systems of action" that automate customer interaction and resolution.

Principles

• Survey-driven insights are commoditized.
• AI tools are becoming insights engines.
• Machine-mediated interaction will define CX.

In practice

• AI agents can synthesize support tickets and reviews.
• Outcome-based pricing models are emerging.
• Focus on predictive analytics for CX.

Topics

• Systems of Action
• AI-driven Insights
• Customer Experience
• Robot Customers
• Outcome-based Pricing

Best for: Investor, Entrepreneur, CTO, Director of AI/ML, AI Product Manager, Consultant

Related on AIssential

• 286 Blog Posts To Learn About Customer Experience — Exceptional customer experience is fundamental for business value and sustained growth.
• Word On the Retail Street: What To Watch In 2026 — Retail faces peak ambiguity in 2026, with back-office AI driving ROI amidst shifting consumer discovery patterns.
• From My Work With CX Leaders: Three Shifts Defining 2026 — CX is transforming into an outcome-driven, AI-integrated, enterprise-wide function within financial services.
• From Partnership to Architecture: The Next Evolution of CX — CX maturity requires influencing system architecture and AI design upstream, not just measuring downstream outcomes.
• From +1,000 Weekly Support Tickets to Strategic Action: Why 2026 Is the Year of Agentic CX Analytics — CX is shifting from sentiment analysis to agentic systems that automate insights into actionable strategies for operational efficiency.
• Building a Virtuous Cycle of Analytics in Global Enterprises - with Barry McCardel of Hex — True data-drivenness stems from rapid, trusted answers to business questions, not just dashboard proliferation.

Open in AIssential →

Editorial summary, takeaway, and curation by AIssential. Original article published by Featured Blogs - Forrester.