Tata Communications: AI agent orchestration replaces simple automation as the priority in customer support
Tata Communications claims that the priority in customer support is shifting from automating individual tasks to orchestrating AI agents, people and legacy systems through shared context.
Tata Communications, through Gaurav Anand, head of the Customer Interaction Suite division, claims that the strategic priority for businesses in customer experience is shifting from automating individual tasks to orchestration across systems. According to the company, businesses have deployed conversational AI and voice agents in recent years by simply connecting them to existing legacy systems that were not built for this. According to Anand, the result is a high cognitive load on human operators, who must manually piece together context from fragmented tools to determine what the AI system has already told the customer.
According to the company, the problem is not access to data, but the absence of shared business context that would connect customer identities, interactions, transactions, policies and processes into a single common picture. Traditional customer support architecture was designed for linear routing between people, not for managing the actual flow of data between autonomous AI systems, data warehouses and human workers. Anand claims that competitive advantage today lies less in deploying automation itself and more in how intelligently systems hand off work, collaborate and escalate tasks.
In this context, Tata Communications presents its own product, Interaction Fabric, an orchestration layer intended to unify the contact center, messaging, collaboration, AI and customer data, and coordinate AI agents, channels and business systems in real time. According to the company, this layer enables AI agents and people to move between voice, WhatsApp, chat, email and CRM without losing customer context. Anand also mentions ongoing consolidation in the contact center industry, with established providers acquiring AI-native companies to fill gaps in their capabilities.
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Why it matters
For companies operating contact centers and customer support, this is a warning that simply adding an AI agent to an existing system is not enough and may instead worsen the user experience by reproducing old deterministic menus. According to the source, decisions about AI investments in CX should shift from purchasing individual tools to building a shared context layer connecting data, systems, AI agents and human operators.
Relevant practical impact
What this means
For a business
Companies operating contact centers and customer support face the risk that AI agents connected to legacy systems without coordination will increase the workload of human operators and fragment the customer experience instead of improving it; according to Tata Communications, the solution is to invest in an orchestration layer and shared context across channels.
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