Genesys, the Daly City, California-based provider of CX and call center solutions, is acquiring Pointillist and Exceed.ai in its goal to transform the customer and employee experience, the company announced on its website.

Pointillist is an artificial intelligence (AI)-driven customer journey orchestration and analytics solution based in Boston. Exceed.ai is a cloud-based conversational AI platform for sales and marketing based in Sunnydale, California. By combining the AI capabilities of Pointillist and Exceed.ai with the AI and CX capabilities of Genesys, organizations will be able to discover new levels of insight and understanding, Genesys said in its statement.

This is because contact centers are no longer sufficient on their own to enable interactions between customers and employees. Instead, companies need new technologies and AI to create meaningful experiences and provide superior outcomes, Genesys pointed out.

The new CX orchestration and analytics platform resulting from the acquisitions, designed specifically for sales and marketing, will allow customers to interact with brands at optimal points through channels deemed to be the most effective. Overall, the acquisitions will be important in elevating CX to accelerate sales cycles and automate customer engagement.

“Genesys is fundamentally transforming the customer and employee experience,” said Tony Bates, Genesys CEO and chairman. “Experience as a Service is no longer an industry vision but rather a business advantage. With our cloud platforms and ecosystem, businesses can orchestrate personalized experiences for their customers and employees in a way previously not possible.”

Ron Rubbico, CEO and co-founder of Pointillist, said joining Genesys was “a natural fit” because Pointillist was in the business of providing deeper visibility and improving CX. The sentiment was echoed by Ilan Kasan, CEO and co-founder of Exceed.ai, who said that combining his company’s AI capabilities with those of Genesys takes CX “to the next level.” Financial terms of the deal were not made public, but both transactions are expected to close before the end of this year.