Lucas Bledsoe

AI is reshaping how companies interact with their customers and redefining what great customer experience actually means. For years, automation was primarily about efficiency—handling simple requests faster, deflecting interactions, and reducing the cost to serve. 

But the emergence of agentic AI lays the foundation for a more fundamental change. It will transform customer service from a support function into a strategic capability that shapes how customers discover, engage, and transact with brands.

With new protocols enabling AI agents to interact with tools, data, systems, and even other AI agents, a future is emerging in which customer interactions no longer begin and end at traditional channels. Instead, they flow across networks of interconnected AI agents, some controlled by enterprises, some owned by customers, and some operating as independent intermediaries.

"The convergence of advanced CX automation, interaction intelligence, self-correcting models, and autonomous safety will push CX toward a productivity singularity. AI will not only handle the bulk of customer interactions but will continuously redesign its own playbook for efficiency and empathy. Enterprises will operate at a level of responsiveness and scale that feels impossible today."

Devidas Desai

SVP Product Management

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Here’s how we see that future playing out.

From point solutions to systemic change

The first wave of generative AI solutions focused on automating customer conversations and providing real-time support for human agents. Each solution automated a single component of customer service, often just a single task, like summarizing a conversation. 

But agentic AI is driving the next wave of solutions. Instead of merely automating the conversation, it automates the entire experience from greeting to resolution. Inside the contact center, it’s beginning to play a broader role in orchestrating whole workflows instead of just automating discrete tasks.

The latest offerings from AI vendors aren’t point solutions aimed at narrow tasks. They’re full platforms with a multi-agent architecture that enables nuanced decision-making and multi-step workflows. This complex systemic work requires a new kind of AI integration and connectivity within your CX ecosystem.

That’s where the emerging standards of MCP and A2A come in.

Model Context Protocol (MCP): The new standard for connecting tools and data

Model Context Protocol allows an AI agent to securely connect to external systems like databases, internal APIs, actions, and tools without one-off custom engineering. Given its role as a universal adapter, it’s sometimes referred to as the USB-C of AI. Instead of bespoke integrations, MCP provides a standard interface that AI systems can use to fetch data or perform actions in other systems.

That connectivity is essential for agentic CX because it helps equip AI agents with the ability to

• Use the company’s designated sources of authoritative information
• Perform actions necessary to resolve customer issues
• Make use of a wider range of internal systems and repositories

ASAPP is building deep MCP support into CXP (Customer Experience Platform), so enterprises can plug in their internal tools and data sources as MCP servers. This enables the platform’s autonomous AI agent, GenerativeAgent, to access the systems needed to resolve customer issues and to capture and analyze data for improving the customer experience. With ASAPP’s additional tooling (filtering, transformation, and interface optimization) MCP integrations become enterprise-grade, reliable, and performance-tuned.

Agent-to-Agent (A2A): A protocol for multi-agent collaboration

A2A, introduced by Google, is a new protocol that lets AI agents communicate directly with one another. While A2A is early in its evolution, its long-term potential is profound. It could enable networks of specialized agents to collaborate on complex goals. For example, a personal AI agent could coordinate with a travel brand’s AI agent, which in turn communicates with a hospitality partner’s agent, all without the customer ever having to navigate a booking system.

Today, A2A isn’t ready for the real-time responsiveness required for frontline customer service. But ASAPP is preparing for the moment when A2A matures into a viable backend integration layer for agentic ecosystems.

Here are three emerging agentic CX trends and how ASAPP is preparing companies for them.

1. Conversational AI becomes a major customer support channel

Hundreds of millions of people now use conversational AI platforms as everyday tools for research, planning, problem-solving, and decision-making. Despite their popularity, these tools have one serious limitation, at least for now. First, they rely on pre-trained knowledge or web search rather than customer-specific data sources. That means they’re often working with information that’s out-of-date or simply not relevant. Their inability to take action is an even bigger problem. That means they can’t make purchases, file claims, or modify bookings. They can only chat with you.

This will change quickly. Using new protocols like MCP, conversational AI platforms will soon become full-fledged transaction channels. Customers will be able to plan vacations, book hotels, resolve billing issues, schedule repairs, file insurance claims, and make purchases, all through their preferred conversational AI platforms.

How ASAPP is building the path to this future

With ASAPP, enterprises will be able to engage with customers through conversational AI apps via MCP (or longer term, A2A). This means GenerativeAgent will be accessible directly in platforms like ChatGPT, offering customers a seamless native-AI experience.

For enterprises, conversational AI will become a new channel that’s just as important as voice or chat.

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2. Personal AI assistants will handle customers’ service and support needs

We are rapidly moving toward a world where customers will rely on their own personal AI assistants to act on their behalf. These assistants will:

• Understand the customer’s preferences, constraints, and goals
• Proactively identify needs the customer hasn’t even articulated
• Research options, compare alternatives, and recommend decisions
• Interact with other systems and agents to execute tasks
  

Planning a trip to Hawaii? Just ask your personal AI assistant to plan a vacation that fits your preferences. Once you’ve approved the itinerary, your AI assistant will make the reservations.

To fulfill these requests, personal AI assistants will interact with enterprise AI agents through MCP, A2A, or similar protocols.

How ASAPP is building the path to this future

ASAPP’s CXP is uniquely designed to support this future. It codifies your company’s knowledge, user intents, and capabilities so they can be reliably and safely exposed to personal AI assistants and conversational AI platforms. In other words, CXP becomes the connective tissue between enterprise systems and the broader agentic ecosystem that customers will rely on.

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3. Enterprises will depend on agentic AI internally just as much as customers do

When it comes to agentic CX, customer-facing agents are only part of the story. Within the enterprise, employees will use agentic AI agents to pull and analyze data, update knowledge articles, perform actions in internal systems, and initiate and assign workflows.

Everyone from CX leaders to product managers and analysts will expect to use conversational AI agents to:

• Query customer trends
• Surface insights
• Understand product performance
• Automate workflows
• Execute multi-step tasks
  

How ASAPP is building the path to this future

The ASAPP CXP will become a hub of truth for the entire business. MCP and A2A will give internal users a flexible, standards-driven way to interact with that hub through their preferred agentic tools. ASAPP is building this vision of internal agentic enablement into the core architecture of CXP, from safety frameworks to orchestration to multi-agent support.

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The path forward

At forward-thinking enterprises, the infrastructure for agentic CX is already under construction. MCP is connecting tools and systems. Soon, A2A will begin connecting agents to each other. It’s a rapidly growing ecosystem of conversational AI agents. As customers adopt personal AI assistants, that ecosystem will expand.

The winners of the next decade will be the companies that prepare early and build the foundational capabilities needed to operate in a world where AI agents are the primary interface for customer experience.

That’s the point of CXP, the ASAPP Customer Experience Platform. It incorporates the protocols, architectures, integrations, and AI capabilities that will empower companies to thrive in an increasingly agent-driven world.

The transformation to agentic CX is well underway. The question is not whether agentic CX will become the standard. It’s whether your company will be ready for it.

With the ASAPP CXP, you will be.