Tim Friebel

Tim Friebel

Director, AI & Business Value Genesys
Tim Friebel

As the Global Director of AI and Innovation Value, Tim and team help customers set AI for CX and EX strategies and prioritize where to focus investment and resources with practical assessments and workshops. In addition, his team assists customers with their business cases and understanding of the projected and realized value AI solutions bring. A 6-plus year Genesys veteran in the Business Consulting, Self-Service and Automation and Experience Transformation teams, Tim draws on his more than 20 years of experience in conversational AI, customer journey management and contact center as a consultant, product, marketing and partner leader to help customers achieve their business objectives.

Day One - 2 June, 2026

10:00 AM The loyalty–efficiency trade-off that’s breaking CX — and how agentic orchestration can end it

Customer experience leaders have spent years trapped in a false choice: automate to improve efficiency and reduce costs, or rely on people to deliver the personalized experiences that build loyalty. As AI adoption accelerates, that tension is becoming the defining challenge in CX. But the loyalty–efficiency trade-off is no longer inevitable. And the organizations that eliminate it will hold the advantage.

This session explores the shift from fragmented AI and isolated automation to agentic orchestration — a new operating model for customer experience where AI agents don't just give scripted responses, but reason, act and adapt across the enterprise. Powered by Large Action Models, agentic virtual agents can resolve issues faster, personalize experiences at scale and increase operational efficiency without sacrificing trust or experience quality.

You'll see what this looks like in practice across your industry — including how to identify high-impact use cases, build the right data foundations and scale AI beyond disconnected pilots to drive measurable enterprise impact and realize ROI.

If you're exploring the future of autonomous CX, this session will help you understand not just how AI can improve experiences, but how agentic orchestration is redefining how customer experience itself is delivered.

Attendees will learn:

  • How to identify the trade-offs in your CX strategy — and the KPIs that matter most to measuring and eliminating them
  • The difference between LLMs and LAMs — and when to use conversational AI, autonomous action-taking AI or both
  • How to prioritize high-impact AI use cases in your industry and scale beyond disconnected pilots to measurable business results