Enterprise CX leaders face a difficult question: which AI strategies will deliver measurable customer and operational value, and which are simply buying time?
In this CX Today interview, Rhys Fisher speaks with Zeus Kerravala, Principal Analyst at ZK Research, about how the customer experience AI market is beginning to separate into offensive and defensive camps. The conversation starts with Avaya, whose cautious approach to AI raises a bigger market question: can legacy vendors keep pace as competitors move faster on automation, agentic AI, and new commercial models?
Kerravala argues that several vendors are now playing offense. NICE, he says, has made a significant move by acquiring Cognigy and strengthening the connection between workforce management, contact center as a service (CCaaS), and conversational AI. Talkdesk is taking a different route, positioning Customer Experience Automation (CXA) as the next phase beyond traditional CCaaS. Zoom is leaning into simplicity and user familiarity, while Amazon Connect continues to challenge established pricing models with consumption-based economics.
The discussion also covers RingCentral’s practical AI push for smaller businesses, Webex’s focus on security and enterprise-grade compliance, and Salesforce’s growing ambitions in the contact center market. Kerravala notes that Salesforce’s ability to combine customer relationship management (CRM), voice data, and AI agents could be powerful, but only if it proves the technology can move beyond earlier AI setbacks.
Governance emerges as one of the interview’s most important themes. As AI agents begin to work across platforms and communicate with other agents, enterprise buyers will need stronger guardrails, auditability, and trust. Kerravala suggests that legal and compliance risk will become a major factor in vendor selection.
For buyers, the takeaway is clear, CX AI platforms need to deliver transparent pricing, open interoperability, and autonomous resolution, such as rebooking a flight, issuing a refund, or updating a policy.
Kerravala also offers direct advice to Avaya customers: demand firm AI delivery milestones, assess whether the roadmap matches business needs, and build contractual options that protect the organization if promises are not met.
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