NiCE is betting that AI agents that complete tasks—not just conversations—will separate winners from pretenders in the enterprise AI race
The artificial intelligence hype cycle has reached peak saturation, with technology vendors scrambling to slap “AI-powered” labels on everything from refrigerator recipe suggestions to chatbots that rely on simple keyword matching. Yet, for all the breathless marketing rhetoric, most business leaders are still waiting for AI that simplifies operations and improves data analysis.
NiCE, a customer experience platform provider, is making a calculated bet that the next phase of enterprise AI won’t be about making chatbots sound more human. The next wave of business outcomes will leverage AI agents that can navigate complex business processes from start to finish with minimal human intervention.
NiCE’s CEO, Scott Russell said, “Optimizing knowledge is not just critical for AI to truly thrive in your environment, but it’s also the key for transforming service from reactive to proactive, identifying opportunities to solve issues and predict future needs.” NiCE’s recent product launches and strategic moves reveal a move toward enhanced automation and agentic AI.
From AI Data Access to Intelligent Action
The first wave of enterprise AI focused primarily on making data more accessible through conversational interfaces—essentially putting a chat layer on top of existing applications and knowledge repositories.
While this represented significant progress in democratizing data access, it only scratched the surface of AI’s potential business value. Organizations could ask questions and get answers, but the burden of reasoning through complex decisions and taking action remained entirely on human operators.
Going forward, technology vendors, such as NiCE, will use AI to deliver solutions that can reason through multifaceted problems and take semi or fully autonomous action. This evolution from conversational AI to agentic AI represents the difference between AI that informs and AI that performs. Agentic AI enhances a company’s ability to analyze context, weigh multiple variables, make informed decisions based on key business performance indicators, and execute actions across interconnected systems.
Traditional conversational AI helps a customer service representative find relevant information. Still, agentic AI can help a representative evaluate a customer’s complete history more easily, assess risk factors, determine appropriate responses based on business rules, and automatically trigger the necessary workflows to resolve issues end-to-end. “There’s a big difference between AI that talks and AI that gets things done,” explains Barry Cooper, President of NiCE’s CX Division. “While others are building agents that mimic conversations, we’re building agents that fulfill customer needs—end to end.”
This distinction becomes crucial when examining NiCE’s CXone Mpower Agents. Traditional AI chatbots had limited access to data, offered scripted responses, and were confined to specific areas of the business, such as front-office or back-office operations. NiCE’s AI agent platform aim to break through these constraints by operating across the entire enterprise ecosystem—from initial customer contact through mid-office approvals to back-end fulfillment systems. Admittedly, Agentic AI is the AI buzzword of 2025, but early, well-scoped use cases show promise.
Speeding Up Time to AI Agent Creation
Technology companies are increasingly working to streamline AI deployment as traditional approaches require extensive technical resources, custom development, and lengthy implementation cycles. NiCE’s model simplifies AI agent creation while maintaining enterprise-grade sophistication through what they call vibe coding, allowing business users to tailor each agent’s personality and communication style without requiring technical expertise.
While the concept of vibe coding remains ill-defined, and its merits are hotly debated within the enterprise software community, there is a broad consensus around the underlying goal of making AI agents easier to code and deploy. The specific term matters less than the fundamental shift toward empowering business users to create and customize AI functionality without requiring deep technical expertise.
Breaking Down Data and Function Silos With Strategic Partnerships
In a rapidly evolving tech landscape, no single vendor can deliver everything an enterprise needs to succeed with AI, cloud, data, and digital transformation. Today, companies are no longer looking for isolated solutions—they need interconnected ecosystems. That’s why strategic partnerships are essential. By working together, enterprise technology vendors can bridge data and function silos, improving workflows and accelerating innovation. Just as importantly, these alliances help enterprises extract greater value from existing technology investments by ensuring that new capabilities work in concert with the tools already in place. Over the past several months, NiCE has expanded its partnership with Amazon Web Services (AWS) and added ServiceNow and Snowflake to the mix.
NICE and AWS Tackle AI Integration at Enterprise Scale
At Interactions 2025, NiCE announced an expanded collaboration with AWS, bringing together NiCE’s domain expertise and rich interaction data with AWS’s cloud infrastructure and generative AI services, including Amazon Bedrock, Amazon Q, and the Amazon Nova family of large language models. The partnership addresses some of the most pressing challenges facing enterprise AI deployments: fragmented workflows, disconnected data, and inconsistent global performance.
The partnership focuses on three core pillars. First, content-aware automation ensures that AI-generated responses are highly relevant and context-specific. Using the Amazon Q Index, Mpower Agents are equipped with up-to-date business content—from product documentation to policy details and case histories—enabling them to respond accurately and confidently in real time.
Second, the integration delivers enterprise-wide orchestration by bridging front, middle, and back-office operations. NiCE’s CXone Mpower Orchestrator automates workflows across functional teams, while Amazon Q Business extends this reach into a broader set of enterprise applications—eliminating silos and streamlining complex processes.
Additionally, global scalability is made possible through AWS’s robust cloud infrastructure. With low-latency performance and high availability across regions, multinational organizations can deploy and scale AI-driven customer service experiences quickly and consistently around the world. NiCE’s partnership strategy also extends beyond AWS to include other critical enterprise platforms, such as ServiceNow and Snowflake.
NiCE and ServiceNow Partner to Automate the Full Customer Journey
NiCE’s latest partnership with ServiceNow aims to eliminate long-standing service gaps by tightly integrating real-time customer engagement with enterprise workflow automation. Announced at ServiceNow’s Knowledge 2025 event, the collaboration integrates NiCE’s customer service platform with ServiceNow’s AI and Customer Service Management (CSM) tools to streamline operations across the entire organization, from the front office to the back.
The goal: fully automated customer service fulfillment. The combined solution routes inquiries based on sentiment, intent, and service-level agreements (SLAs)—bridging siloed departments to accelerate resolution times and enhance both customer and employee experiences. Role-based AI copilots assist agents and back-office teams with real-time insights and next-best actions, while continuous optimization tools flag issues and launch workflows automatically.
These relationships provide access to complementary technologies and customer bases, allowing NiCE to integrate with the broader enterprise software ecosystem that companies rely on for operations, data management, and workflow automation.
NICE and Snowflake Partner to Turn Customer Interaction Data Into Enterprise Intelligence
NiCE’s strategic collaboration with Snowflake aims to unlock the full value of customer interaction data by making it accessible, secure, and actionable across the enterprise. By integrating Snowflake’s AI Data Cloud with CXone Mpower, NICE can improve data sharing, breaking down silos that have traditionally limited the impact of customer insights. Snowflake serves as the backbone of the CXone Mpower data lake, centralizing interaction data and enriching it with information from other enterprise systems. This unified data foundation allows organizations to automate key processes—from billing to claims handling—while powering AI-driven analytics, dashboards, and decision-making. The result: faster fulfillment, greater accuracy, and a deeper, organization-wide understanding of the customer experience.
The Strategic Imperative of Brand Evolution in an AI Era
Apparently, 2025 is the year of the brand refresh. The technology industry has witnessed updates from Five9, Google’s G, Hitachi HPE, and Qualcomm’s introduction of Dragonwing, alongside NiCE’s own transformation. Every brand refresh has its own story to tell, but NiCE’s new logo and marketing campaign represent more than a desire for fresh typography and color schemes.
The rebrand indicates the company’s strategic desire to expand its AI vision beyond the contact center to encompass its broader portfolio of finance and security solutions. The company describes the rebrand as positioning “NICE to empower brands to deliver AI-powered experiences that are proactive, human-centered and intuitive—whether connecting with customers, protecting communities or combatting financial crime.”
NiCE’s solution involves partnering with actress Kristen Bell, who serves as the face of the company’s “NiCE World” brand campaign. The initiative positions Bell as the “NiCEst Person in the World,” NiCE said the campaign “builds on NiCE’s reimagined brand, championing a future where AI isn’t just intelligent – it’s connected, intuitive and working behind the scenes to make life better.
Key Takeaways
The enterprise AI market remains in flux, with new entrants and existing players continually repositioning themselves. NiCE’s focus on domain expertise, integration depth, strategic partnerships, and automation suggests a company that understands both the technical and implementation requirements necessary for large-scale AI adoption.
As enterprises increasingly demand AI that delivers results, NiCE’s bet on fulfillment-focused automation may prove prescient. Of course, there’s still the matter of cost and return on investment. Most companies struggle to understand and plan for the true product and operational costs of AI. Organizations need to work with their technology vendors to deploy well-scoped use case that deliver measurable return on investment, fast. The question isn’t whether AI will transform customer experience—it’s which companies will build AI that completes the transformation rather than just talking about it.
