SiriusXM and Sierra announce a deeper collaboration with the launch of Agent Data Platform

SiriusXM will be the first business to adopt Sierra’s groundbreaking new Agent Data Platform (ADP) — giving Harmony, the service’s AI customer support agent, the memory and context she needs to move from highly effective, one-and-done customer interactions to longer lasting, proactive relationships.

Announcing the partnership, Wayne Thorsen, SiriusXM’s Chief Operating Officer said: “SiriusXM isn’t just another subscription for our listeners; it’s personal. That’s why we’re continuing to reimagine the customer experience with Sierra, a leader on the cutting edge of AI. By expanding our collaboration, we’re giving Harmony the intelligence and context she needs to evolve from providing fast, effective support to building deeper, more proactive relationships with our listeners. It’s a powerful step forward in how we use AI across SiriusXM — not just to solve problems, but to create meaningful, personalized moments for every current, potential, and future customer.”

Bret Taylor, CEO and Co-founder of Sierra said: “SiriusXM is proving that when you give AI agents customer memory and the intelligence to act on it, every interaction becomes an opportunity to deepen loyalty and drive growth. Agent Data Platform gives Harmony the context to know not just what a listener is asking for today, but what will make them smile tomorrow. That's the kind of personalization that builds lasting relationships and transforms business outcomes."

Leading the applied AI revolution

SiriusXM, one of Sierra’s original design partners when Agent OS launched in February 2024, has been driving the applied AI revolution ever since. Our partnership works because we share a simple goal: using AI to deliver better customer experiences and stronger business outcomes at a lower cost — and the results speak for themselves.

Harmony now handles everything from subscription management to technical trouble shooting and content recommendations. Ask “where can I find Howard or Andy?”, and Harmony knows you mean Howard Stern or Andy Cohen, and directs you to their channels. If you ask for help “fixing my car radio”, she can reset your satellite signal from space without missing a beat.

It’s why Harmony chat is now SiriusXM’s highest-rated, lowest-effort customer service channel — with high customer satisfaction, issue resolution, and ease of use ratings.

From conversations to relationships

But we’re both ambitious to do much more. ADP is the memory and intelligence layer of Sierra Agent OS that will give Harmony the context she needs to move from transactional conversations to lasting, proactive relationships.

When ADP is fully deployed, it is expected that SiriusXM will be able to unify unstructured data from customer interactions with structured data from across the business. With that unified view, Harmony will have more context so she can offer continuous support throughout a subscriber’s journey, from quick and easy technical assistance to tailored content recommendations so fans never miss a moment.

SiriusXM’s adoption of ADP reflects a fundamental shift in how the beloved audio service thinks about AI — not as a tool for one channel or one team, but as the foundation for personalizing every subscriber interaction and a core driver of growth.

A new standard for customer relationships

The companies that will thrive in the AI era are the ones that move beyond short-term cost cutting and automation toward building deeper, truly personalized customer relationships. When people feel understood and appreciated, they spend more, stay longer, and tell their friends. That’s how you build a strong brand, and an even stronger business.