Qualtrics has completed its acquisition of healthcare experience firm Press Ganey Forsta for US$6.75 billion — described as the largest technology acquisition in Utah’s history — combining the experience management platform’s AI and data capabilities with a healthcare dataset covering more than 41,000 facilities, including the majority of US hospitals.

Building the world’s largest human experience AI dataset

The deal positions Qualtrics to offer healthcare providers a platform that moves beyond retrospective patient satisfaction measurement toward predictive, AI-driven experience management. Press Ganey Forsta’s decades of proprietary patient voice data, built around clinical, regulatory, and operational realities, will be layered into Qualtrics’ Experience Management (XM) platform — the combination of which the company says creates the world’s largest human experiential AI dataset.

Qualtrics argues that large language models alone lack the human context and proprietary signal data needed to anticipate patient needs at scale. By combining its XM infrastructure with Press Ganey Forsta’s longitudinal healthcare data, it aims to build AI systems capable of simulating outcomes, predicting patient behaviours, and orchestrating personalised care experiences across the full spectrum of health — including preventative care, behavioural health, and recovery.

“AI permanently changed what people expect from every experience in their lives. That’s why the future will be won in the Experience Gap. In the age of AI, experience is now the differentiator in every industry, and for the first time ever that problem can be solved in healthcare.” — Jason Maynard, CEO, Qualtrics

Implications beyond healthcare

Qualtrics was careful to note that the acquisition is intended to benefit its existing customer base across financial services, public sector, technology, retail, and hospitality — not just healthcare. The richer AI and data platform that emerges from the deal, the company said, will improve precision across all industries it serves.

Independent analysis from The Futurum Group framed the deal as part of a broader industry shift toward unifying experience and operational data to power AI decision-making — moving organisations from retrospective insight to real-time, outcome-oriented action.