The X-4 Summit kicked off on Wednesday at the Salt Palace Convention Center in Salt Lake City, drawing in about 10,000 business leaders for a three-day management conference. Hosted by the Provo-based company Qualtrics, the conference will feature keynote speakers such as former First Lady Michelle Obama, Olympic Gold Medalist Lindsay Vonn, and NBA Hall of Famer Dwayne Wade.
According to Qualtrics Spokesperson Emily Heffter, this year’s conference theme revolves around two main ideas: making businesses more human and exploring how artificial intelligence (AI) is revolutionizing human interactions. The company’s goal is to help businesses better understand their customers by analyzing sentiment data collected over the years about customer-company interactions.
Heffter mentioned that Qualtrics has valuable data that can be used in the world of generative AI, which is changing the way businesses operate. This year’s X-4 Summit is focused on how AI technology is influencing customer engagement and business operations.
The conference will run from Wednesday to Friday at the Salt Palace Convention Center, offering business leaders the opportunity to gain insights from industry experts and network with like-minded professionals. Additionally, a related Brigham Young University (BYU) study is investigating student AI usage, showcasing the growing importance of AI technology in various sectors.