Analyst(s): Keith Kirkpatrick, Tiffani Bova
Publication Date: August 1, 2025
What is Covered in this Article:
- The investment is designed to deepen the prior Genesys-Salesforce CX Cloud collaboration, combining Genesys Cloud with Salesforce Service Cloud to orchestrate end-to-end customer journeys.
- The investment and partnership will help ServiceNow move beyond traditional back-office workflow automation and directly compete in the front-office customer experience (CX) space with best-in-class, AI-powered orchestration. Expect to see additional investments or combinations between large SaaS vendors and CX companies as organizations focus on innovation, go-to-market strength, and seamless workflow integration.
The News: Genesys announced $1.5 billion in new capital commitments from Salesforce and ServiceNow, each investing $750 million.
This new capital injection not only aims to accelerate the development and integration of agentic, generative, and predictive AI within customer contact centers and to support unified customer and employee experiences across channels, but also to accelerate joint customer acquisition and innovation through go-to-market collaboration.
Will an Infusion from Salesforce and ServiceNow in Genesys Drive Similar Deals?
Analyst Take: This is selective and targeted integration, not a platform convergence or product replacement. The equal investment ($750 million each from Salesforce and ServiceNow) is a notable transaction in the ultra-competitive CX marketplace. While Genesys already had established joint solutions with both vendors – CX Cloud (Genesys Cloud + Salesforce Service Cloud) and Unified Experience (Genesys Cloud + ServiceNow CSM) – the increased capital likely will help drive deeper technical and go-to-market integration, enabling more AI-driven engagement across digital and voice channels.
Furthermore, the investment will help Genesys enable unified data catalogs, richer context for automated agents, and smoother orchestration of customer journeys across voice, digital, and back-office processes, across both the Salesforce and ServiceNow platforms. As agentic AI is viewed as a key driver of efficiency and improved experience delivery for end customers, Genesys is focused on enabling end-to-end, AI-native orchestration from a single console. The key catalysts to deliver on this promise include ensuring data flows seamlessly across platforms. This enables friction-free process orchestration using human-driven workflows, agentic workflows, or a combination of the two.
Implementing joint go-to-market programs will help Genesys leverage each firm’s strong market position and reach, driving adoption across mid-market and enterprise segments. The joint initiatives are expected to target areas where the combined solutions create unique value for customers. While this will help optimize the relationship, it will not eliminate the reality of strong competition between Salesforce and ServiceNow.
The investment also shores up Salesforce’s and ServiceNow’s credentials around CX, particularly as other vendors in the space, including Microsoft, AWS, Google, and Oracle, continue to enhance their CX offerings.
What to Watch:
- Watch for tightened roadmaps and co-developed features across CX Cloud and Unified Experience—especially around data integration, AI governance, and process automation.
- Expect Microsoft-Azure Communication Services, AWS Connect, and Google Contact Center AI to accelerate similar partnerships or acquisitions to match the Genesys trifecta.
- Monitor agentic AI use case studies for productivity gains, cost savings, and improved customer satisfaction as a result of the investment into Genesys.
You can read the full press release at Genesys’ website.
Disclosure: Futurum is a research and advisory firm that engages or has engaged in research, analysis, and advisory services with many technology companies, including those mentioned in this article. The author does not hold any equity positions with any company mentioned in this article.
Analysis and opinions expressed herein are specific to the analyst individually and data and other information that might have been provided for validation, not those of Futurum as a whole.
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Author Information
Keith Kirkpatrick is Research Director, Enterprise Software & Digital Workflows for The Futurum Group. Keith has over 25 years of experience in research, marketing, and consulting-based fields.
He has authored in-depth reports and market forecast studies covering artificial intelligence, biometrics, data analytics, robotics, high performance computing, and quantum computing, with a specific focus on the use of these technologies within large enterprise organizations and SMBs. He has also established strong working relationships with the international technology vendor community and is a frequent speaker at industry conferences and events.
In his career as a financial and technology journalist he has written for national and trade publications, including BusinessWeek, CNBC.com, Investment Dealers’ Digest, The Red Herring, The Communications of the ACM, and Mobile Computing & Communications, among others.
He is a member of the Association of Independent Information Professionals (AIIP).
Keith holds dual Bachelor of Arts degrees in Magazine Journalism and Sociology from Syracuse University.
Tiffani Bova is Chief Strategy and Research Officer at The Futurum Group.
Ranked for the last six years in the Top 50 Business Thinkers in the world by Thinkers50, Tiffani Bova is a thought leader who Forbes says “reshapes our perception of growth.”
As both a practitioner and academic she offers a unique perspective and has helped lead the tech industry through several evolutions over her nearly 30-year career as Salesforce’s former Growth and Innovation Evangelist, and previously as a Distinguished Analyst and Research Fellow at Gartner and a sales, marketing and customer service executive for start-ups and Fortune 500 companies. She is the author of two Wall Street Journal bestsellers: GrowthIQ and The Experience Mindset.
