Partnership Announcement
Firstsource Solutions Limited announced a strategic partnership with Cresta, described as "the leading customer experience AI platform." The partnership aims to deliver an integrated AI technology solution for enterprise customer experience transformation.
Partnership Components
The partnership combines Cresta's unified AI platform with Firstsource's domain-driven systems integration, outcome measurement frameworks, and operational AI expertise. The collaboration is designed to enable enterprises to deploy, scale, and continuously optimize AI at production speed with accountability.
Cresta's platform delivers cutting-edge AI agents, agentic AI augmentation for human agents, and comprehensive conversation intelligence to improve customer experience with every conversation. Firstsource brings domain-driven systems integration, outcome measurement technology, and production-scale operations.
Operational Structure
To operationalize this partnership, Firstsource has established a dedicated AI Center of Excellence that serves as the integration engine for Cresta + Firstsource deployments.
Management Commentary
Ashish Chawla, Head, CX and Consulting, Firstsource stated: "Intelligence That Operates isn't a tagline, it's a technology thesis. AI models only succeed inside the right environment - sensors that see how work actually happens, organizational context that understands the why behind every action, and a domain harness that encodes what good looks like. Those are the layers of Kairos, our operating system for AI-native operations, and they are what we bring to this partnership."
Alex Cramer, Chief Revenue Officer of Cresta stated: "Firstsource is one of the world's leading providers of customer experience transformation expertise. As enterprises implement agentic customer experience technology, this partnership will deliver both the AI platform and the implementation strategy that companies need to enhance every customer interaction."
Geographic Focus
The partnership will enable enterprises in the US, UK, Australia, and the Middle East to elevate their customer experience through a solution that delivers cutting-edge technology and deep operational expertise.
Company Background
Firstsource Solutions Limited is described as an RP-Sanjiv Goenka Group company and a global intelligence partner to enterprises across healthcare, banking and financial services, communications, media, technology, retail, and utilities. The company has operations across the US, UK, India, Philippines, Mexico, Romania, Trinidad & Tobago, South Africa, and Australia, with over twenty-five years of domain expertise.
Cresta is described as a unified AI platform that combines conversational AI agents, real-time human agent augmentation, and comprehensive conversation intelligence to drive revenue and efficiency gains across every channel. The company serves clients including United Airlines, Cox Communications, and Marriott.