BUSINESS + ECONOMY

This year’s X-4 Summit teaches business leaders about AI and human interaction

May 1, 2024, 2:00 PM

X-4 Summit logo on display as attendees walk past...

People talk and walk through the Salt Palace Convention Center for Qualtrics X-4 during last year's summit. This year X-4 will place a heavy emphasis on the quality of interactions between businesses and consumers. (Kristin Murphy, Deseret News)

(Kristin Murphy, Deseret News)

SALT LAKE CITY — The X-4 Summit started Wednesday at the Salt Palace Convention Center. About 10,000 business leaders will be in town for the three-day management conference.

The management conference, put on by the Provo-based company, Qualtrics, will feature some pretty big keynote speakers. Among those big names are former First Lady Michelle Obama, Olympic Gold Medalist Lindsay Vonn and NBA Hall of Famer Dwayne Wade.

Qualtrics Spokesperson Emily Heffter said this year’s theme comes in two parts. The first is about making businesses more human and the second is how AI is changing the way people interact.

That’s in line with what the Provo-based company does to help businesses understand their customers.

“Qualtrics has collected just years and years of sentiment data about how people feel about different types of interactions that they have with companies,” Heffter said.

“In the world of generative AI, That’s become really valuable.”

The X-4 Summit runs from Wednesday to Friday the at the Salt Palace Convention Center.

Related: BYU study looks at student AI usage

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This year’s X-4 Summit teaches business leaders about AI and human interaction