When it comes to digital transformation, “experience” is no longer a side quest—it’s the main event. Persistent Systems, the global digital engineering and enterprise modernization firm, has launched its Experience Transformation (XT) Studio in Pune, India, a purpose-built space designed to help enterprises merge AI innovation with human-centered design.
The XT Studio marks a strategic move by Persistent (BSE: 533179 | NSE: PERSISTENT) to position itself at the crossroads of creativity and technology, bringing AI-driven experience design to the heart of enterprise modernization. It’s not just a lab—it’s a working model for how digital experiences can evolve when business goals, user needs, and intelligent systems are designed together rather than in silos.
Experience as the New Battleground
For enterprises, the race is no longer about simply adopting AI—it’s about delivering experiences that feel personal, predictive, and purposeful. Persistent’s XT Studio answers that challenge by uniting business strategy, UX consulting, and product engineering under one roof.
The problem it aims to solve is common: companies invest in AI tools but struggle to tie them meaningfully to user needs. The result? Fragmented journeys, rework, and missed ROI. Persistent’s solution is to embed user experience (UX) at the start of every AI initiative, ensuring that technology amplifies, rather than complicates, human interaction.
In practical terms, the XT Studio acts as both a co-innovation hub and a living lab. Clients can collaborate directly with Persistent’s experts to explore “design with AI and for AI,” experimenting in real time with solutions that blend human empathy and machine intelligence.
Inside the XT Studio
The studio’s design-led architecture is engineered for creative problem-solving, not just presentation. Its zones include:
- Design Thinking and Workshop Areas: Spaces built for innovation sprints, journey mapping, and rapid solution development.
- UX Consulting and Collaboration Zones: Hands-on environments where teams prototype and refine experiences collaboratively.
- Immersive Experience Transformation Showcases: Industry-focused demos that visualize business impact and measurable outcomes.
This mix allows clients to move from vision to execution faster—testing, validating, and iterating in an environment purpose-built for digital acceleration.
AI Meets Design Thinking
“Enterprises today compete on experiences as much as on products, and AI is the enabler that makes this possible at scale,” said Sandeep Kalra, CEO and Executive Director at Persistent. “The XT Studio brings to life our AI-first strategy and design-led thinking, giving clients a place to challenge conventions, explore new ideas, and rapidly shape solutions that matter.”
Kalra’s remarks underscore a broader shift in enterprise transformation: AI isn’t just automating workflows—it’s shaping how businesses imagine and deliver value. Persistent’s platform-led approach, anchored by its AI and data engineering capabilities, turns this concept into a tangible advantage for its clients.
A Global Vision for Co-Innovation
The Pune launch is just the beginning. Persistent plans to expand XT Studios across key global regions—including the U.S., Europe, and APAC—to create a distributed network of co-creation hubs where enterprises, designers, and engineers can collectively redefine the future of user experience.
These spaces also serve a secondary purpose: attracting top talent and fostering cross-industry partnerships. By turning the XT Studio into a shared ecosystem for experimentation, Persistent is effectively productizing collaboration itself—a concept that many digital transformation consultancies talk about but few have executed at this scale.
Industry Context: The Experience Economy Meets AI
Persistent’s XT Studio arrives amid a wider market surge in experience-led transformation, where AI is becoming the backbone of intelligent design. Competitors such as Accenture, Infosys, and Cognizant have made similar moves to embed human-centered design within AI programs—but Persistent’s approach differs in one critical way: it fuses design thinking and AI engineering within a single physical and digital space, turning co-creation into a real-time process.
In the AI experience economy, success isn’t just measured by automation, but by how intuitively technology serves the end user. Persistent’s XT Studio model puts that principle into practice, using design-led intelligence to make AI tangible, testable, and impactful.
The Takeaway
With the launch of its XT Studio, Persistent Systems is signaling where enterprise transformation is heading: toward AI-driven, experience-first ecosystems that merge creativity with precision engineering.
In an era when AI projects are judged less by technical novelty and more by user outcomes, Persistent’s move represents both a strategic differentiator and a clear statement: the future of digital transformation isn’t built in code alone—it’s crafted through experience.
Power Tomorrow’s Intelligence — Build It with TechEdgeAI
