GoKawiilTata Communications: Enterprises need orchestration layer, not more AI bolt-ons, for CX
Gaurav Anand, global head of Tata Communications' Customer Interaction Suite, says most enterprises have attached conversational AI and automation onto legacy customer-experience systems that were never designed for it. He argues this has left companies with disconnected digital tools rather than integrated, scalable platforms, forcing human agents to manually piece together context across siloed systems.
GoKawiil's interpretation of the reporting above, not reported fact.
As AI agents proliferate across voice, messaging and digital channels, the bottleneck is shifting from a lack of intelligence to a lack of coordination between systems, data and people. Companies that fail to build a shared context layer risk customers experiencing friction from internal silos even as automation investment grows, making orchestration—not just more AI—the next competitive differentiator in CX.
- Legacy CX architecture built for linear, human-driven routing struggles to support real-time AI-human coordination.
- Tata Communications says enterprises need a shared context layer connecting identities, transactions and journeys across systems.
- The strategic priority is shifting from task-level automation to end-to-end, context-aware orchestration.
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Published there as: “Orchestration is the new challenge for CX in the age of AI agents”
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