Google made its intentions around disrupting the Customer Experience (CX) market clear last year, with the announcement of its Customer Engagement Suite in September 2024.
However, the CX landscape is evolving rapidly, and Google has been actively expanding its capabilities to stay ahead. As artificial intelligence (AI)-driven CX solutions become the norm, vendors are doubling down on their AI-first strategies to enhance efficiency, engagement, and customer satisfaction.
In line with this, Google has introduced several updates to its Customer Engagement Suite, strengthening its offerings across Contact Center as a Service (CCaaS), agent assist, and conversational AI.
Let’s break down these new enhancements and their implications for the market.
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Strengthening CCaaS with enhanced collaboration and intelligence
Google’s CCaaS solution has been upgraded with features that improve both the agent and customer experience. One of the most notable additions to this is the co-browse capability, which allows agents to see what customers are viewing in real time during a voice or web interaction. This reduces unnecessary back and forth and accelerates resolution times, making it particularly valuable for complex support scenarios.
Additionally, reporting and analytics have received a boost through Google’s partnership with Looker, providing supervisors with deeper insights into operational performance. With access to richer data, managers can optimize workflows, identify inefficiencies, and enhance overall contact center effectiveness.
Google has also introduced a new agent desktop application that brings Generative AI (gen AI) powered assistance directly into the workflow. This includes AI-driven knowledge assist and automated post-interaction summarization, enabling agents to work more efficiently and reducing manual effort in logging and retrieving information.
AI-powered agent assist: Elevating training and real-time support
Google is leveraging its AI advancements, particularly through Gemini, to improve agent support. The latest updates include new AI coaching and training features, allowing for step-by-step guidance that shortens training cycles while enhancing agent proficiency.
A significant addition is the AI trainer model, which enables enterprises to train new agents in a controlled, simulated environment. This accelerates onboarding while ensuring agents gain practical experience in handling real-world scenarios. By replacing traditional classroom-based training with an immersive AI-powered learning experience, companies can improve knowledge retention and reduce the time it takes for agents to become fully operational.
Conversational AI: Driving more human-like interactions
Google is further strengthening its conversational AI capabilities, making AI-driven interactions more natural and adaptable. A major enhancement is the ability of voice AI agents to mimic human emotions and intonations, reducing robotic-sounding responses and making virtual agents feel more engaging and empathetic.
Unified console to build hybrid agents
Google has made its Conversational Agents console generally available, providing a unified interface to build AI agents that combine gen AI with rules-based controls. This enables businesses to create AI-driven self-service experiences that incorporate natural-sounding inflections, and expressive conversations, while grounding interactions in business and customer logic.
The console includes new evaluation capabilities that help enterprises benchmark agent performance, measure conversational metrics across single-turn and multi-turn interactions, and implement feedback loops for continuous improvement. To ensure reliability and scalability, Google has also introduced observability, evaluation, and test-case instrumentation to help businesses validate and monitor AI agent quality at scale.
Prebuilt AI agents and out-of-the-box connectors
To help businesses accelerate AI adoption, Google has launched prebuilt AI agents designed for consumer commerce. The initial release includes four reference agents for flight booking, movie ticketing, shopping assistance, and appointment booking. These prebuilt solutions showcase AI capabilities such as geolocation Application Programming Interface (API) integration, Google Calendar-based appointment booking, and rich text formatting for improved user interfaces.
In addition, Google has introduced more than 30 data retrieval connectors and over 70 action connectors that expand AI agent functionality. These connectors allow AI agents to access data from common enterprise sources such as BigQuery, Salesforce, SharePoint, Jira, and ServiceNow, and enable automation of various actions with or without human approval. With these tools, businesses can personalize customer interactions, automate workflows, and accelerate time to value for AI-driven customer service.
Implications for the market
These updates signal Google’s deeper push into AI-powered CX, reinforcing its position as a formidable player in the space.
Key takeaways for the industry include:
- Greater AI adoption: With seamless AI integration into CCaaS, agent assist, and conversational AI, enterprises may find it easier to accelerate their digital transformation efforts
- Improved agent efficiency: AI-driven coaching, real-time guidance, and automation can significantly improve agent effectiveness while reducing operational costs
- Enhanced customer experiences: More intuitive and emotionally aware AI agents could help bridge the gap between human and digital interactions, leading to higher customer satisfaction
- Faster deployment of AI solutions: Prebuilt AI agents and out-of-the-box connectors provide enterprises with a head start in implementing AI-driven customer service and automation
- Competitive positioning in the CCaaS market: With these advancements, Google is emerging as a significant challenger in the CCaaS space, which has traditionally been dominated by players like NICE, Genesys, and AWS. The combination of AI-driven innovations and enhanced platform capabilities makes Google a more formidable competitor
- Impact of vertical integration with Gemini: Unlike many competitors that rely on third-party AI models, Google has full control over Gemini, allowing for deeper vertical integration across its CX offerings. This could lead to more seamless AI adoption, better cost efficiency, and faster iteration on AI-driven features compared to peers who rely on external AI solutions
As AI continues reshaping the CX market, Google’s latest advancements showcase a clear intent: providing enterprises with powerful AI-enhanced tools to transform their contact centers and redefine customer engagement. The question now is how quickly businesses will adapt and integrate these innovations into their CX strategies.
If you found this blog interesting, check out our The Top 10 Predictions That Will Revolutionize CXM In 2025 | Blog – Everest Group, which delves deeper into another topic regarding CXM.
If you have any questions or would like to discuss these topics in more detail, feel free to contact Sharang Sharma ([email protected]).
