Cognizant launches AI tools to boost SMB growth across APAC
NEW JERSEY, UNITED STATES — Global IT services firm Cognizant has launched two new AI-powered “as-a-service” offerings aimed at empowering small and medium-sized businesses (SMBs) across the Asia-Pacific (APAC) region.
The solutions designed for markets including Australia, New Zealand, and India promise to deliver enterprise-level digital marketing and customer service capabilities in an affordable, scalable way.
AI-driven innovation for SMB competitiveness
The newly launched Cognizant managed contact center services for SMBs and Cognizant Managed Marketing Services for SMBs leverage Salesforce’s advanced customer relationship management (CRM) and data cloud to help SMBs modernize their operations without large upfront costs.
Delivered under a flexible subscription model, these offerings allow companies to reimagine customer service and digital marketing using AI, automation, and data insights.
“These offerings mark a pivotal shift from traditional outsourcing to outcome-driven service delivery,” said Ben Wiener, Global Head of Cognizant Moment. “SMBs can now leapfrog legacy constraints and embrace digital transformation with confidence.”
The contact center service offers AI-enabled omnichannel communication and predictive analytics to improve agent efficiency by up to 15%. At the same time, the marketing solution uses data-driven automation for real-time campaign optimization and personalized engagement.
According to Rob Marchiori, Cognizant ANZ Chief Executive Officer (CEO), “As businesses accelerate towards AI-driven transformation, Cognizant is proud to deepen our partnership with Salesforce, supporting SMBs to compete and grow no matter their size or budget.”
Strengthening regional momentum amid global expansion
Cognizant’s latest rollout aligns with its stronger-than-expected Q1 2025 performance, where revenue surged 7.5% year-over-year to $5.1 billion.
CEO Ravi Kumar S credited the company’s momentum to its “steadfast focus on the execution of our strategy over the last several years,” driven by AI-led platforms like its NVIDIA-powered Neuro platform and major partnerships with Boehringer Ingelheim and Docusign.
The company also expanded its ServiceNow partnership into the Middle East, aiming to build a $1 billion global ServiceNow business by integrating AI and workflow automation.
“Extending our ServiceNow AI platform capabilities into the Middle East reinforces our vision of enabling clients to lead with agility and digital strength,” said Maged Wassim, Head of Cognizant Middle East.
However, Cognizant has also faced headwinds. In India, it recently removed its hexagonal logo following a trademark dispute with Atyati Technologies, underscoring how branding challenges can ripple across the global outsourcing market.
Despite this, the company continues to streamline operations, reducing its office space by 2 million square feet (sq.ft.) in 2024 as part of its NextGen cost-optimization strategy and transition toward hybrid work models.
Outsourcing evolution: from efficiency to intelligence
Cognizant’s latest moves highlight the transformation of the outsourcing industry from cost savings to AI-enabled value creation. As automation, data analytics, and AI reshape service delivery, firms like Cognizant are positioning themselves as strategic partners, not just service providers.
By blending AI innovation with flexible managed services, Cognizant is redefining what outsourcing means for SMBs in APAC and beyond, signaling a broader industry shift toward intelligent, agile, and outcome-driven digital ecosystems.
Cognizant previously ranked #7 in the OA500 2025, an objective index of the world’s top 500 outsourcing companies.
