Firstsource Solutions has partnered with customer experience AI company Cresta to develop an integrated artificial intelligence offering aimed at helping enterprises deploy and scale AI across customer interactions.
The partnership combines Cresta’s customer experience AI platform with Firstsource’s domain-led systems integration, operational AI capabilities and outcome measurement frameworks. The companies said the offering will focus on moving AI from individual deployments into production-scale customer experience operations.
Cresta’s platform brings together conversational AI agents, AI-powered assistance for human agents and conversation intelligence. Firstsource will provide the integration and operational capabilities required to connect these technologies with existing enterprise systems and measure their performance.
The collaboration reflects a broader shift in customer experience technology as companies move beyond generative AI tools that primarily assist employees towards agentic systems capable of handling parts of customer interactions and workflows.
Under the partnership, Firstsource has established a dedicated AI Center of Excellence that will serve as the integration engine for deployments involving the two companies. The center will support the implementation and optimisation of Cresta and Firstsource technologies for enterprise customers.
Ashish Chawla, Head of CX and Consulting at Firstsource, said AI models need to operate within systems that understand how work is performed, the organisational context surrounding individual actions and the standards used to evaluate outcomes.
Firstsource plans to bring these capabilities through Kairos, which it describes as its operating system for AI-native operations. The platform is intended to connect AI technology with enterprise processes and existing systems.
The partnership is expected to target businesses across the United States, United Kingdom, Australia and the Middle East. Financial terms of the agreement were not disclosed.
Alex Cramer, Chief Revenue Officer at Cresta, said the partnership is intended to combine AI technology with an implementation strategy as enterprises adopt agentic customer experience tools.
The agreement comes as Firstsource increases its use of AI across customer experience and business process operations. The company has been developing an agent-first delivery model and applying generative and agentic AI across industries including banking, healthcare, communications, media, technology and retail.
Cresta, meanwhile, focuses specifically on AI for customer-facing operations. Its platform supports automated customer conversations, real-time assistance for human agents and analysis of interactions across channels. The company lists United Airlines, Cox Communications and Marriott among organisations using its technology.
For enterprises, the growing use of AI agents in customer service is creating a new integration challenge. Deploying an AI model is only one part of the process. Businesses also need to connect models with customer data, workflows and operational systems while establishing mechanisms to monitor their performance.
The Firstsource-Cresta partnership is designed around that requirement, pairing Cresta’s AI technology with Firstsource’s implementation and operational capabilities.
The companies have not disclosed customer deployments resulting specifically from the new partnership or quantified expected improvements in customer experience.
The collaboration nevertheless adds to the increasing adoption of agentic AI within customer service, where technology providers and business process companies are developing systems that combine automated interactions with human agent support rather than treating the two as separate channels.
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