In his new role as CEO of NICE, Scott Russell is focusing on leveraging artificial intelligence and cloud solutions to transform customer experiences amid economic uncertainty. Russell, who took the helm at the software company in January 2025 after more than 14 years at SAP, believes AI is central to helping businesses maintain customer loyalty during challenging times.

“There’s no doubt that customers around the world their happiness is down. They’re concerned. They’re worried what they use with their wallet where they spend their dollars,” Russell explained during a recent CNBC interview. “And so companies are really focused about loyalty.”

Russell brings extensive enterprise technology experience to NICE, having previously served as Global Chief Revenue Officer at SAP where he was responsible for $31 billion in revenue while driving the company’s transformation to cloud services. His appointment, announced in August 2024, came after the retirement of previous CEO Barak Eilam, who led the company for over a decade.

AI-Driven Customer Experiences

For NICE, which serves approximately 25,000 organizations across more than 150 countries, the focus is squarely on using AI to create effortless customer experiences. Russell highlighted Sony as an example of effective implementation.

“Sony identified 40% of the inquiries to the contact center were could be automated self-service,” Russell noted. “Customers want to be able to get a fast and easy resolution. Now AI powers that what it means for a consumer. You’ll get faster response, easier access to information without needing to speak to a customer service representative.”

This approach addresses a common consumer pain point—frustration with automated customer service systems—while simultaneously providing business value through improved efficiency. According to Russell, the key is “identifying how AI creates a better experience for the consumer” while delivering operational benefits.

Strategic Partnerships Expanding Capabilities

NICE has recently formed strategic partnerships with AWS and ServiceNow to enhance its platform capabilities. These collaborations are designed to improve how the company handles the massive volume of customer interactions flowing through its systems.

“We own the interactions of 15, 20 billion interactions coming into our platform every day,” Russell explained. “And we know what customers want, but fulfilling what they need requires automation across the front, the mid and the back office.”

These partnerships enable NICE to access data beyond its platform and integrate workflows across enterprise systems, creating a more seamless experience at customer touchpoints.

Economic Context and Business Investment

When asked about the impact of potential trade deals on business investment in customer relationship technology, Russell acknowledged that such agreements could improve sentiment. However, he emphasized that businesses are primarily focused on tangible customer outcomes regardless of economic conditions.

“The trade deal, it certainly increases sentiment. But what customers really are looking for is to be able to retain and grow their customer base,” Russell stated.

As NICE’s leader, Russell appears poised to continue the company’s focus on AI innovation. During his appointment announcement, David Kostman, Chairman of the Board of Directors at NICE, expressed confidence in Russell’s ability to take the company “to new heights” as it executes its platform strategy leveraging cloud, digital and AI technologies, as reported by CX Today.

Russell himself seems eager for the challenge, having stated upon his appointment: “I am honored to take on the role of CEO at such an exciting time for NICE. We have an incredible opportunity ahead of us as NICE continues to lead the digital and AI transformation and provides a unique platform for growth in the coming years.”