Orchestration is the new challenge for CX in the age of AI agents

Enterprises are rapidly deploying smart agents and voice AI across multiple channels, but this process faces significant challenges. Gaurav Anand, the global head of Customer Interaction Suite at Tata Communications, states that many organizations are integrating AI into legacy systems not designed for it, creating a cognitive burden on human agents. Most platforms lack true integration, making it difficult for agents to understand what has been communicated to customers previously. A shared context layer that connects identities, interactions, and transactions is essential, highlighting the gap between outdated systems and modern AI capabilities.