IT and CX leader recognition strategy. 8x8 positions contact center managers and IT leaders as heroes in their organizational transformation journeys, building stronger engagement with UCaaS and CCaaS purchasing decision-makers.
On August 7, 2025, 8x8 launched "The Power of You," a new global brand platform. The AI-powered customer experience campaign takes a different approach from typical enterprise technology marketing by featuring actual customers rather than product capabilities.
According to company officials, the campaign uses both generative AI and cinematic storytelling to showcase IT leaders, CX professionals and contact center managers as they navigate business challenges. The initiative aims to differentiate 8x8 in a market where competitors focus primarily on technical features.
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In the ever-changing CX landscape, AI adoption in contact centers has reached 81%. This 8x8 contact center marketing strategy is part of broader industry changes, where providers move beyond feature-focused messaging. The company integrates contact center, unified communications and CPaaS solutions.
The market is shifting from technical capabilities toward human-centered experiences. Industry experts note that organizations must leverage AI to better understand and serve clients while maintaining the human elements critical to CX success. This balancing act comes as 70% of CX leaders plan to integrate generative AI into customer journeys over the next two years.
Consumers increasingly demand consistent experiences across multiple touchpoints. Recent studies show that customers interact with companies across eight different channels on average, with 79% expecting consistent interactions throughout. AI enables this unified experience by creating detailed customer profiles and delivering personalized engagement.
The industry is now moving beyond initial AI implementation toward human-in-the-loop integration, where AI systems operate with human oversight to ensure brand compliance while automating increasingly complex processes.
This evolution supports digital transformation initiatives and enables hybrid workforce communication while delivering omnichannel experiences that meet modern customer expectations.
Unlike competitors who focus on technical specifications and feature comparisons, 8x8's campaign emphasizes real-world customer outcomes and the human impact of technology decisions.
The campaign showcases how generative AI in B2B marketing can create more engaging, personalized content while maintaining authenticity through real customer stories.
8x8's campaign is a strategic move in an industry where highlighting features, rather than people, is the norm. It's a signal to other B2B technology companies that it may be time to change up how they approach marketing in 2025.
As AI becomes commoditized, differentiation increasingly depends on demonstrating real customer value rather than technical capabilities. This approach may influence other UCaaS and CCaaS providers to adopt similar customer-centric marketing strategies, potentially reshaping how enterprise technology solutions are marketed to IT and CX leaders.
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8x8, a cloud communications and contact center platform provider, was founded in 1987 in California. It targets IT and business leaders at mid-market and enterprise organizations seeking cloud-based communications and customer engagement solutions. From its California headquarters, the company now serves global enterprises with cloud communications platforms deployed across multiple regions.
The company offers unified communications as a service (UCaaS), contact center as a service (CCaaS) and integrated voice, video, chat and analytics tools. Its platform is designed to support distributed workforces and global operations, with features that address compliance, reliability and scalability. 8x8 claims that its solutions enable organizations to streamline communications and improve customer experiences.
Operating in the cloud communications and contact center industry, 8x8 serves a range of sectors including healthcare, retail, financial services and the public sector.
This customer-centric UCaaS marketing approach differentiates 8x8 from competitors who primarily emphasize technical specifications. Its typical customers are mid-sized to large enterprises seeking to modernize legacy systems or consolidate multiple communications platforms. The company is positioned among established providers in a competitive market, with a focus on integrated offerings for organizations with complex requirements.