Genesys CSO: Integrating Empathy Into Responsible AI

Bridgette Bell McAdoo’s approach to sustainability is a deeply human one. As the Chief Sustainability Officer at the cloud-based customer experience technology company Genesys, her mission extends beyond conventional environmental, social and governance (ESG) targets.

It is about embedding empathy into the core of business operations, especially as technology like artificial intelligence continues to evolve. This mission begins with a clear focus.

“My role is to make sure that our strategy for sustainability is integrated into how we do business at Genesys and to make sure that we can scale in a responsible way,” Bridgette explains.

She leads a team that works across all functions and regions, using sustainability as a key value driver for the business.

Integrating sustainability into core business strategy

At Genesys, there is a strongly held belief that sustainability should be inseparable from Genesys’ day-to-day operations.

“I like to think we're very different from a lot of other companies,” Bridgette says.

“We have integrated sustainability into our business strategy. It’s not just what we say we’re doing – it’s who we are. It’s an extension of our core values.”

One of Genesys’ three core principles is to embrace empathy, which Bridgette sees as the anchor connecting sustainability to corporate culture and innovation. When considering sustainability, she thinks about improving the world and organically extending this principle into Genesys’ work.

Bridgette says: “When I think about sustainability, I think about how we can make sure that we’re leaving the world better than how we found it. And also how we integrate sustainability into our business – how can we make sure that it becomes an organic extension of how we work?”

This integration is evident in everything from business imperatives to stakeholder engagement.

Responsible AI and environmental stewardship

A key part of Bridgette’s focus at Genesys is ensuring that technological progress, particularly in agentic AI, aligns with environmental responsibility. As AI becomes a more integral part of Genesys' strategy and technology, questions about its energy consumption and environmental impact are common.

“It’s a question everyone is asking,” she says. “AI is an integral part of our strategy and our technology.”

Genesys’ approach is proactive, embedding sustainability directly into its technological frameworks to mitigate these concerns.

“We make sure that when we look at our design and engineering of AI, we’re also looking at ways to make sure energy is not going to be wasted,” Bridgette explains. This responsible design philosophy is applied through practical measures.

She adds: “We look at our model cards – they’re done responsibly to reduce energy consumption.”

Furthermore, Genesys’ cloud infrastructure is built on sustainable principles.

“We also operate the cloud in carbon-neutral operations. Our cloud runs on carbon-neutral operations, and we’re very proud of that,” she says.

A purpose-driven approach to leadership

Before joining Genesys, Bridgette built a career over two decades that spanned consumer goods, technology and environmental advocacy.

Her journey in sustainability started at Yum! Brands where she held leadership roles, including Global Director of Sustainability for KFC US. She later developed strategies to reduce waste and improve sustainable sourcing at Pizza Hut as the Global Category Leader for Packaging and Oil.

Her experience also includes a role at the World Wildlife Fund (WWF) as Vice President of Corporate Strategy and Engagement for Food & Freshwater, where she collaborated with multinational corporations to improve their environmental stewardship.

This diverse background provides her with a systems-level view of sustainability, combining environmental accountability with empathy, governance and an inclusive culture. This perspective now informs her work in ensuring that the progression of technology at Genesys is handled with care and responsibility.