CX leaders predict AI will redefine customer service
CALIFORNIA, UNITED STATES — While much of the corporate world is still navigating the implications of artificial intelligence (AI), three industry pioneers say AI is no longer a futuristic concept; it’s already becoming the operating system that powers conversations, service journeys, and customer insights, according to a report from CX Today.
AI in CX builds on mature global communications networks
Michael Tessler, co-founder of BroadSoft and architect of the modern UCaaS ecosystem, emphasizes that AI’s rise is a natural extension of decades-long developments in enterprise communications.
“Voice, messaging, and meetings have reached maturity,” Tessler told Rob Scott on the Binary to Billions podcast. “The innovation now sits in the intelligence layer on top.”
Tessler explained that AI’s effectiveness depends on a robust communications backbone capable of handling real-time intelligence.
Enterprises are increasingly moving from simple communication delivery to experience orchestration, using AI to analyze context, sentiment, behavior, and intent across every interaction.
“UC helped us digitize the conversation. AI will help us understand it,” he added, highlighting how infrastructure and intelligence are now intertwined.
Unified CX platforms turn customer data into real-time action
While Tessler focuses on the infrastructure, Nextiva chief executive officer (CEO) Tomas Gorny zeroes in on the intelligence layer itself.
“AI should be the helping hand that connects communication, data, and context to drive better outcomes at the moment of interaction,” Gorny told Scott.
He envisions CX not as a siloed department but as a connected system where calls, messages, customer relationship management (CRM) data, workflow logic, and historical behavior flow through a single intelligence layer.
Gorny says the most advanced platforms combine unified communications, customer data, journey awareness, and predictive automation to enable proactive, contextual engagement.
This “CX OS” captures every signal and delivers insights to agents and customers in real time, moving businesses from reactive support to anticipatory service.
Ray Nolan, founder of eDesk, underscores that AI is already operational in real-world settings.
“AI is automating 70–80% of support tickets,” he said. “Not just chat – every channel, from Amazon to TikTok to email.”
For e-commerce companies, AI handles routine tasks, freeing human agents to focus on complex issues, scaling support without adding headcount.
As AI continues to underpin customer engagement, outsourcing providers may play an increasingly strategic role.
By integrating AI-driven CX platforms, outsourcing firms can offer faster, more efficient, and context-aware services to global clients, enhancing competitiveness and reducing operational bottlenecks. This shift could redefine the outsourcing landscape, making AI-enabled support a standard expectation rather than an optional service.
