Which of the following is NOT one of the critical capabilities that XM provides?

The correct choice highlights that "Increase costs effectively" is not a critical capability provided by Experience Management (XM). The core focus of XM is on enhancing the experiences of customers, employees, products, and brands by leveraging data to create meaningful insights and promoting a culture of learning and adaptability within organizations.

Each of the other options represents an essential capability in the XM framework. "Continuously learn" emphasizes the importance of ongoing education and adaptation based on feedback and data trends, which is vital for organizations to stay relevant and responsive. "Propagate insights" refers to the ability to share effective data-driven conclusions throughout the organization to foster informed decision-making. "Rapidly adapt" reflects the need for organizations to respond swiftly to changing circumstances in their environment, ensuring that they can adjust strategies and operations to meet stakeholder needs effectively.

In contrast, focusing on increasing costs does not align with the goals of XM, which is centered around improving experiences and optimizing operations to drive better business performance, rather than merely managing or escalating expenditures.