Most contact centers are still dealing with the same problems they've had for years, with — customers misrouted, agents overburdened, and technology that promised more than it delivered. In this session, Keith Wilson, VP of CX Strategy at CSG, gets specific about what's still broken and what it actually takes to fix it.

Keith will walk through how enterprises are modernizing the voice front door, the real role AI plays alongside human agents, and how journey orchestration connects the dots across the entire customer interaction. He'll go into how global brands are achieving a 30 percent reduction in misrouted calls, with 50,000 events processed per second. 

Attendees will learn:

• Where traditional contact center models break down - and how to fix it
• How modern voice AI fits into your existing environment with practical examples
• What AI agents can actually do in the contact center today
• The proven framework for using journey orchestration to tie it all together

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The teams winning at AI support in 2026 aren't chasing the highest automation rate. They're building for full coverage: a model where AI and humans together resolve every conversation as efficiently as possible. This session unpacks what that looks like in practice.

We'll explore why "automate everything" is the wrong goal, and what to measure instead (resolution and coverage, not deflection rate). We will outline the three ingredients of a full-coverage operation: AI that resolves by taking real action (not just answering), handoffs so seamless the customer never notices, and a reinforcement loop where every human intervention makes the system smarter over time. To conclude, we'll explain why most tools and pricing models - built for deflection, not collaboration - actively work against this.

This session will be grounded in real numbers from a support team that moved from a fragmented "AI-plus-humans" setup to true full coverage, and shows a side-by-side look at why the underlying engine is what makes or breaks this model. 

You'll leave with a practical blueprint for a support operation that gets better the more it runs - and full coverage neither AI nor humans could reach alone.

Attendees will learn:

• Why full coverage beats full automation, and the metrics that actually prove ROI (end-to-end resolution + coverage, not deflection-rate vanity)
• The three ingredients of a full-coverage model: AI that resolves by taking action, context-preserving handoffs customers never notice, and a human-feedback loop that compounds over time (and how to design each)
• Why most platforms and pricing models are built for deflection, not collaboration, and what to demand of your AI platform (with a live side-by-side look at why the engine underneath matters)

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The dominant narrative says AI is replacing agents and shrinking the contact center. But the leaders actually deploying AI tell a different story.

New research from 300 CX and IT leaders reveals human work is getting harder, and more valuable. 97% say AI has enabled them to redeploy employees into higher-value work, and more than 9 in 10 say the conversations left for human agents are becoming increasingly complex.

• How leading organizations are orchestrating work between AI and human agents
• How frontline roles, skills, and performance expectations are evolving
• The biggest barriers to scaling AI, and how leading teams are closing the readiness gap

We are excited to announce that Cresta is offering a giveaway of a pair of Apple Airpods Max 2, worth $550, to an attendee of the session. The winner will be contacted following the close of the session.

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Most enterprises have invested in AI, yet Parloa's 2026 State of Agentic CX benchmark, which tested over 800 companies through thousands of real interactions, found that just 8.9 percent of chatbot conversations actually resolve the customer's problem, and 89.9 percent of escalations to a human agent fail. Voice is no better, with 96 percent of support lines still running on legacy IVR. There are companies breaking this pattern, and their results speak for themselves. HSE, for example, saw 3 million automated calls annually converting into a 10 percent cross-sell rate, while Decathlon identified 74 percent of customers automatically by order number and reported a 20 percent reduction in repetitive agent tasks.

This session will explore why many AI initiatives stall, what separates successful enterprise deployments from pilots, and the practical capabilities organizations need to deliver reliable AI agents at scale. Attendees will leave with a framework for moving from experimentation to measurable business impact.

Attendees will learn:

• Why most enterprise AI initiatives struggle to move beyond pilots and what prevents organizations from achieving measurable CX impact.
• The three capabilities required to build reliable enterprise AI agents at scale: reliability, CX architecture, and voice-first design.
• Practical strategies for transforming customer service operations while improving customer experience and business outcomes.

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When running a marketplace with over a million sellers, contact center challenges can feel overwhelming. Especially with new features rolling out constantly, and when every update generates a fresh wave of support tickets (sometimes up to 50,000 per week). Without a strong knowledge base or AI-powered workflows, resolution times can reach seven or eight days.

In this session, Sujit Mohanty, Senior Program Manager for CX at TikTok, will share how he has built AI-enabled workflows to give agents solid context when a ticket comes in, with suggested next best actions. Combined with an improved knowledge base and better agent training, initial results during testing have been striking, with a 150 percent reduction in resolution times.

When dealing with dozens of different lines of business, however, there is no one-size-fits-all solution, with some ticket types being straightforward enough for automation to handle cleanly, while others full automation struggles with. In the session, we will discuss Sujit's approach to rigorous experimentation that helps to find the right solution for each unique context.

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AI is entering a new phase, where it is moving beyond response-based systems to actively orchestrating how work gets done.

• End-to-end workflow automation with greater efficiency and visibility
• Faster, context-aware customer and employee experiences
• Adaptive processes that improve through continuous learning
• Democratized workflow design through natural language interfaces

• Explore how organizations are evolving from traditional communication tools to an intelligent workforce layer that connects messaging, voice, and video to streamline complex workflows and improve collaboration.
• Learn how agentic AI is transforming customer and employee interactions into intelligent, end-to-end workflows that accelerate decision-making, improve efficiency, and deliver measurable business outcomes. Organizations adopting agentic AI report up to 61% higher productivity and 58% faster workflows.
• Discover how businesses can successfully integrate AI into their operations by balancing automation with human expertise, empowering employees, enhancing customer experiences, and creating more adaptive, scalable workflows.

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• How a PR crisis became the catalyst for transforming the contact center from cost center to revenue and loyalty driver
• The build vs. buy debate: Why even a brand that loves to build chose to partner and how they chose the right vendor
• What a human-AI model looks like in practice across a complex marketplace

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For some organizations, contact center transformation moves very quickly, deploying voice AI in 45 minutes and cutting call volume by 15 percent in three days. For others, it means being deliberately careful, navigating data and security in the world of a smaller operation where ROI on AI can take longer to show up.

In this panel, two CX leaders at very different stages of the transformation journey will compare notes and strategies for CX leaders at different levels of size, budget and maturity. John McCahan, CXO at Fellers, is modernizing a business that until recently ran on little to no integrated tech, and is enshrining customer-centricity along the way. Tristan Rayroles heads CX for Orange's wholesale and international B2B markets, where transformation often means working smart with more limited means and navigating tight security requirements.

The panellists will explore what transformation looks like from different starting points. We'll discuss the key principles that apply to any contact center transformation and the key learnings from different types of business structure. Looking at the critical success metrics and the build vs. buy decisions many leaders are making currently, our panellists will have an open conversation about what works and what doesn't in contact center transformation.

Attendees will learn:

• How to build the business case for transformation when starting from legacy tech
• Why the metrics you choose define the culture of your contact centre, and which to consider
• What smaller operations can realistically expect from AI investment and in what timeframes

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• Why investing in AI without investing in culture risks a talent crisis and a race to the bottom on differentiation
• How hiring practices and training must evolve now that AI is handling tier-one interactions
• The role CX leaders must play in bridging IT and HR to build the contact center of tomorrow

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