You’ve heard of AI labs—now see what Persistent Systems is doing with experience studios

In a move that blends Silicon Valley energy with design-first pragmatism, Persistent Systems Limited (BSE: 533179, NSE: PERSISTENT) has launched a new Experience Transformation Studio in Pune—its boldest attempt yet to fuse artificial intelligence with immersive, human-centered enterprise design. Far from a traditional tech showcase, the XT Studio is a hands-on co-creation environment where AI strategy, UX consulting, and agile engineering converge to help enterprises rethink how digital experiences are imagined, built, and delivered.

With this new launch, Persistent Systems is signaling that the future of enterprise transformation lies not just in automating workflows or scaling platforms—but in building intuitive, intelligent experiences from the ground up. As AI moves from backend infrastructure to front-end interaction, the XT Studio offers a real-world response to a problem many enterprises are grappling with: how to turn promising AI tools into usable, engaging products that actually resonate with users and deliver business value.

How does Persistent Systems aim to solve the AI–user experience disconnect through its XT Studio?

Enterprises today are grappling with an increasing pressure to deliver not just digital transformation, but meaningful, intuitive digital experiences that meet rising user expectations. However, while AI capabilities have accelerated, user experience has often lagged behind—either siloed in isolated teams or introduced too late in development cycles. Persistent Systems is directly targeting this disconnect with the Experience Transformation Studio.

By integrating product engineering, UX consulting, and business strategy in a single immersive environment, the XT Studio allows clients to move from ideation to solution execution within a cohesive and collaborative design framework. This new facility supports clients in conceptualizing experiences “with AI” and “for AI,” embedding human-centric design principles into the heart of enterprise digital products from the start.

According to Persistent Systems, the XT Studio brings advanced technologies and creative disciplines under one roof to address customer pain points such as workflow inefficiencies, experience fragmentation, and delayed go-to-market timelines. It introduces structured innovation sprints, collaborative UX zones, and experience showcases tailored to industry verticals—all aimed at converting AI-powered ideation into business value faster.

What specific capabilities and design environments are built into the new XT Studio?

The Experience Transformation Studio is equipped with flexible workspaces tailored to enterprise co-creation. Design Thinking Areas are purpose-built for innovation workshops, user-journey mapping, and structured sprint development. UX Collaboration Zones allow clients and Persistent Systems consultants to prototype and iterate solutions in real time, while Immersive Showcases provide sector-specific experience demonstrations that highlight how AI-led design can create tangible business impact.

This physical environment reflects Persistent Systems’ belief that transformation must be both experience-led and technologically grounded. The studio’s layout, processes, and engagement models are all intended to close the gap between business strategy and digital experience execution.

Beyond its Pune headquarters, Persistent Systems has confirmed plans to establish XT Studio footprints in additional locations across the United States, Europe, Asia Pacific, and other key regions. This geographic rollout strategy is designed to attract top digital talent, build stronger design-to-delivery ecosystems, and serve enterprise clients in regional hubs closer to their operations.

Why does this launch align with Persistent Systems’ broader enterprise modernization strategy?

Persistent Systems has been aggressively positioning itself as a leader in AI-led and platform-based digital transformation. Its recent quarterly earnings have reflected steady top-line growth, with revenue for the quarter ended September 30, 2025 reaching INR 35,807.2 million (approximately USD 406.2 million), up 17.6 percent year-over-year. Operating margins improved to 16.3 percent, underpinned by increased adoption of high-value digital engineering and consulting offerings.

The company has repeatedly emphasized its AI-first and platform-led strategic foundation as central to future growth. The XT Studio provides a tangible, client-facing expression of this strategy by aligning Persistent Systems’ AI investments with real-time, design-led collaboration and co-development. This new facility also positions the firm to win larger transformation contracts where user experience and AI implementation are deeply intertwined.

With a talent base of over 25,000 employees across 18 countries, Persistent Systems is increasingly differentiating itself from traditional offshore service providers by offering vertically integrated, end-to-end transformation capabilities. The XT Studio represents a maturation of its service model—from delivery outsourcing to strategic value creation.

What is the institutional sentiment and financial market context around Persistent Systems right now?

Persistent Systems’ stock performance over the past twelve months reflects cautious optimism from institutional investors. The stock is included in several high-visibility indices such as the MSCI India Index, the S&P BSE 100, the S&P BSE SENSEX Next 50, and the Nifty Midcap 50. Its inclusion in the Dow Jones Sustainability World Index also reflects long-term investor confidence in the company’s ESG practices and business fundamentals.

Analysts view the Experience Transformation Studio as part of a broader narrative shift, where Persistent Systems is no longer seen as merely a niche IT services provider, but rather as a transformation partner capable of full-lifecycle delivery from ideation to execution. The company’s 468 percent brand value growth since 2020, as per the Brand Finance India 100 Report for 2025, further reinforces its momentum in the digital services space.

The XT Studio is expected to contribute to Persistent Systems’ move up the value chain, helping it compete for strategic deals in customer experience transformation, cloud-native modernization, and AI-enabled product development—segments traditionally dominated by global consulting majors and hyperscalers.

What are the forward-looking implications for clients and the wider IT services landscape?

For enterprise clients, the launch of Persistent Systems’ XT Studio offers more than just access to a new facility. It represents a shift toward integrated experience transformation that is grounded in AI, business logic, and agile delivery. Clients can expect faster time-to-value, greater alignment between technology and user goals, and more agile ways to test and scale new experiences.

For the broader IT services industry, this move signals a push toward experience-led delivery models that prioritize human-centric design as a core element of transformation programs. Traditional service models that decouple UX from platform engineering are increasingly being challenged by clients seeking seamless integration across strategy, design, and delivery.

By launching a co-creation hub rooted in real-world collaboration, Persistent Systems is not only redefining its competitive positioning but also setting a potential blueprint for mid-cap IT firms looking to scale impact without compromising on speed, cost, or innovation depth.

The company’s CEO and Executive Director, Sandeep Kalra, highlighted this direction by stating that enterprises today compete on experience as much as on product, and that AI is the scale enabler in this new landscape. He emphasized the XT Studio as a space where Persistent Systems’ design-led thinking, domain expertise, and platform strategy converge to help clients build what he called the “future of digital transformation.”

What are the risks or watchpoints associated with the XT Studio initiative?

While the XT Studio offers a strong narrative around AI-powered experience innovation, execution risks remain. Chief among them is whether Persistent Systems can translate this immersive studio concept into measurable business outcomes, expanded client wallet share, and margin accretion over the medium term. As with any services firm expanding into higher-touch consulting, cost management and talent scalability will be key to ensuring profitability.

Another risk lies in integration. Many enterprise clients still operate legacy systems, fragmented governance, and disconnected design-decision cycles. Embedding co-innovation methodologies within such environments requires high stakeholder alignment and cultural change, which could slow down momentum in some cases.

Moreover, the competitive landscape for experience-led digital transformation is intense. Global consulting firms, boutique experience studios, and even cloud providers are racing to define the future of enterprise experience. Persistent Systems will need to back the XT Studio with strong use cases, documented outcomes, and scalable delivery models to maintain an edge.

How does Persistent Systems’ XT Studio strengthen its positioning in the global AI‑driven digital transformation race?

The launch of the Experience Transformation Studio represents a deliberate and potentially market-moving step in Persistent Systems’ evolution. In a sector where margin pressure, talent competition, and delivery commoditization have become dominant concerns, this move gives the Indian technology services company a distinctive narrative—one rooted in creativity, AI, and measurable business value.

Persistent Systems has made the right move at the right time. By creating a co-creation space that integrates user experience, AI thinking, and business design, it speaks directly to C-level concerns around transformation ROI, experience consistency, and technology differentiation.

Going forward, the XT Studio’s success will be judged not only by media coverage or architectural flair, but by how many large enterprise accounts it helps win, retain, or expand. If Persistent Systems can build a consistent pipeline of experience-led transformation deals linked to this studio, it will not only protect its margins but cement its place as a credible alternative to larger global firms in this domain.

Key takeaways from Persistent Systems’ XT Studio launch and its strategic implications

• Persistent Systems Limited has launched its new Experience Transformation (XT) Studio in Pune to serve as a co-innovation hub focused on AI-powered, design-led digital transformation for enterprises.
• The studio integrates UX consulting, business strategy, and agile product engineering in a single immersive space, enabling clients to design with AI and for AI across the entire product lifecycle.
• The XT Studio features specialized environments including design-thinking zones, UX collaboration areas, and sector-specific showcases, reinforcing Persistent Systems’ pivot to platform-led and experience-first engagements.
• This move aligns with Persistent Systems’ broader AI-first strategy, following a strong Q2 FY26 performance with INR 35,807.2 million in revenue and improving operating margins of 16.3%.
• Analysts view the studio as a differentiator that strengthens Persistent Systems’ transition from mid-tier IT services player to full-lifecycle digital transformation partner with higher-value offerings.
• Persistent Systems plans to scale the XT Studio concept globally, with future locations expected in the United States, Europe, and other Asia-Pacific regions to attract clients, talent, and ecosystem partners.
• The XT Studio helps address a growing market demand for AI-native design systems that combine usability, speed, and measurable ROI in customer-facing applications.
• Institutional investors are watching closely to see whether the XT Studio will translate into larger client contracts, stronger margins, and long-term positioning in the AI-led consulting space.
• Potential watchpoints include the operational scalability of this design-first model, integration into legacy client environments, and competition from larger global consulting firms and niche experience studios.
• Overall, the launch signals Persistent Systems’ intent to lead with experience in the AI era—not just in execution, but in co-creation, innovation, and client-centric value delivery.