The partnership focuses on a unified approach to customer experience, where TELUS Digital provides the engineering and change management necessary to integrate Cresta’s technology into existing enterprise environments. This includes deploying voice and chat-based AI agents alongside real-time guidance systems for human staff. By embedding engineers directly into contact center workflows, the companies intend to capture institutional knowledge from call transcripts and agent feedback to continuously refine AI performance.

According to a recent industry survey, while hybrid models—where AI assists human agents—are currently the preferred delivery method for customer-facing teams, only 32% of enterprises possess the automated quality assurance tools needed to measure these investments effectively. The new alliance seeks to address this, allowing clients to deploy Cresta’s platform either independently or alongside TELUS Digital’s proprietary technologies and third-party CCaaS solutions. The companies plan to showcase these capabilities during the upcoming Customer Contact Week in Las Vegas.