New appointments focused on shortening experience management innovation cycles, driving continuous AI performance improvements, and enhancing product experience
Mark Hammond appointed SVP, Core AI; Jeff Gelfuso becomes SVP, Chief Product Experience Officer
PROVO, Utah & SEATTLE (Nov. 4, 2025) – Qualtrics, the leader and creator of the experience management category, today announced the company is accelerating AI investments with a series of senior appointments that will enable businesses to drive greater and faster returns on their investments in Qualtrics’ purpose-built AI capabilities. Mark Hammond joins as SVP, Core AI, and Jeff Gelfuso is promoted to SVP, Chief Product Experience Officer.
The moves come as adoption of Qualtrics’ specialized AI capabilities for experience management accelerates and delivers measurable performance and value. More than a third of customers—including adidas, Stanford Health Care, Autodesk, Dollar Shave Club, and Stripe—have upgraded to Qualtrics AI innovations, including Qualtrics Conversational Feedback and Experience Agents™; 90% of the company's top 50 customers use at least one AI capability; and the company's purpose-built synthetic model Qualtrics Edge Audiences™ produces results nearly identical to human responses, outperforming generic LLMs.
"Early AI innovations focused only on efficiency, but we're moving beyond that to AI that fundamentally transforms how organizations interact with customers and employees," said Brad Anderson, President of Product, Engineering, User Experience, and Security at Qualtrics. "In this new era, context matters more than personalization, connection matters more than efficiency, and a deep understanding of the people you serve is a competitive advantage. Purpose-built AI for experience management is critical to delivering these outcomes, and Qualtrics’ accelerating investments, enhanced expertise, and enterprise-grade security allow us to move faster and deliver greater value to customers."
Qualtrics’ accelerating AI investment drives greater and faster returns for customers
The company's accelerating AI investments build on its $500M commitment announced in 2023. Qualtrics' growing team of AI, machine learning, UX design, and product leaders is focused on shortening innovation cycles at scale, driving continuous performance improvements across generative and agentic AI, and enhancing the product experience. This will enable businesses to drive greater returns, bring new capabilities to market faster, and continuously improve experiences for customers and employees.
Mark Hammond joins Qualtrics as SVP, Core AI, where he will bring significant expertise and leadership built on decades of experience spanning AI, applied neuroscience, machine learning, autonomous systems, and human-centered design. Prior to Qualtrics he founded Bonsai, an AI company pioneering machine teaching and reinforcement learning for industrial applications acquired by Microsoft. At Microsoft, he served as a GM, VP, and Corporate VP spanning AI for autonomous systems, infrastructure for bridging physical and virtual assets, and the incubation framework used to launch new innovations.
“Technology’s real value lies in how it enriches the human experience, and Qualtrics is uniquely positioned to deliver on that promise,” said Mark Hammond, SVP, Core AI, Qualtrics. “AI is fundamentally reshaping every experience someone has with a company. Qualtrics' technology, deep understanding of customers and employees, and purpose-built AI capabilities give organizations the tools to meet those rising expectations and build meaningful connections at scale."
Qualtrics has promoted Jeff Gelfuso to become the company’s first Chief Product Experience Officer. Gelfuso will oversee a unified product, research, and user experience design organization focused on delivering human-centered experience management technologies. He brings deep expertise leading large-scale integrated product, design, and development organizations at Workday, Meta, Amazon, and Microsoft.
"AI is reshaping every customer and employee interaction. We are accelerating our commitment to embed AI capabilities across our platform to deliver intelligent experiences at speed while keeping people at the center—because that's where real value is created," said Jeff Gelfuso, SVP, Chief Product Experience Officer, Qualtrics.
Enterprise-Grade Security Enables Rapid AI Adoption
Qualtrics' ability to innovate rapidly while maintaining rigorous security standards positions it uniquely in the market. The company is part of a select group of organizations to have achieved two of the industry's most stringent security certifications for its AI capabilities: FedRAMP High Authorization, the U.S. government's highest standard for cloud products and services, and ISO/IEC 42001:2023 certification, the first international standard for responsible design, development, and deployment of AI systems. These certifications enable organizations to deploy Qualtrics AI on their most critical projects with confidence that their data is protected by the highest standards of security and ethics.
About Qualtrics
Qualtrics is trusted by thousands of the world’s best organizations to power exceptional customer and employee experiences that build deep human connections, increase customer loyalty, boost employee engagement, and drive business success. Our advanced AI and specialized Experience Agents™ allow businesses and governments to proactively interact with customers and employees in personalized ways across every channel and touchpoint, respond in-the-moment to fix or improve experiences, and stay across the latest market trends and opportunities.