Qualtrics' X4 Summit begins in Salt Lake City

What they're saying: "Our theme is about connections," Qualtrics chief marketing officer Lynn Girotto told Axios. "And we're finding in the era of AI that is more and more important than ever."

• The conference is set to attract business leaders in customer experience, HR, strategy and research, Girotto noted.

Between the lines: Qualtrics, the Provo- and Seattle-headquartered tech company co-founded by sports tycoon Ryan Smith, has expanded its footprint in Utah's state agencies, the Salt Lake Tribune reported last year.

• As of December, 29 state entities were licensed to use the company's software, per the report.