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8x8's AI-Powered Marketing Strategy: Key Campaign Features
- Customer-centric UCaaS marketing approach. 8x8's global brand platform showcases real customer achievements rather than product features, a major shift in how cloud communications providers engage decision-makers in 2025.
- Generative AI in B2B marketing execution. The campaign uses generative AI technology to create cinematic visuals and compelling narratives that elevate customer voices in enterprise technology marketing.
- 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.
Who Benefits From 8x8's UCaaS and CCaaS Solutions?
- IT Leaders and CIOs seeking digital transformation solutions. 8x8's integrated UCaaS platform addresses multiple organizational needs while reducing vendor complexity.
- Customer Experience professionals and contact center managers. 8x8's CCaaS solutions combine AI-powered automation with human oversight, enabling omnichannel customer experiences while improving agent productivity and customer satisfaction metrics.
- Mid-market and enterprise organizations evaluating cloud communications platforms. 8x8's scalable platform can consolidate legacy systems, support distributed workforces and meet compliance requirements while reducing total cost of ownership.
Related Article: Generative AI in B2B Marketing: Transforming Buyer and Seller Roles
AI in Customer Experience: Industry Trends and Statistics
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.
"What stood out to me about this campaign is that it doesn't spotlight 8x8 — it spotlights us. The people doing the work, solving the problems, and pushing through. That's what real partnership looks like."
- Chris Gensmantel
Chief Information Officer, LSH Auto
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.
How 8x8 Uses Generative AI in Marketing Campaigns
The campaign showcases how generative AI in B2B marketing can create more engaging, personalized content while maintaining authenticity through real customer stories.
| Key Feature | Description |
|---|---|
| Customer-led storytelling | Showcases real IT and CX leaders as protagonists in their own stories |
| Generative AI production | Uses AI to create cinematic visuals of customers in heroic scenarios |
| Multi-channel deployment | Will appear across digital, social, live events and customer programs |
| Featured customer stories | Includes IT leaders from LSH Auto and PrimeSource in initial launch |
| Brand platform | Indicates a shift in 8x8's marketing approach toward human experiences |
What This Means for the Industry
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.
Related Article: What Customer Experience Leaders Really Think About AI
8x8 Company Profile: Leading Cloud Communications Provider Since 1987
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.
8x8's Unified Communications and Contact Center Platform
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.
8x8's Target Industries and Customer Base
Operating in the cloud communications and contact center industry, 8x8 serves a range of sectors including healthcare, retail, financial services and the public sector.
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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.
