Agents

Orchestration Emerges as Key in AI-Driven CX

VentureBeat AIAugust 26, 2026high confidence

Why it matters

→Orchestration integrates AI and human agents for seamless customer interactions.
→A shared context layer reduces cognitive load and enhances decision-making.
→Moving from automation to orchestration is key for competitive advantage in CX.

Orchestration Emerges as Key in AI-Driven CX — ©VentureBeat AI

Tata Communications emphasizes the importance of orchestration in customer experience (CX) as enterprises increasingly deploy AI agents. Many organizations have attached AI to legacy systems, leading to disjointed customer interactions. The company advocates for a shared context layer that integrates AI, human agents, and enterprise systems to streamline operations. This approach aims to enhance decision-making and customer satisfaction by ensuring seamless interactions across various channels. The shift from automation to orchestration is seen as crucial for maintaining competitive advantage in the evolving CX landscape.

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