Report Summary
Catalyst
ASAPP is setting a new operational standard for enterprise contact centers as leaders push for moreautomation, a lower cost to serve, and measurable customer experience (CX) gains. Last November,the company launched its Customer Experience Platform (CXP), a large language model (LLM)-nativesystem. At the core is GenerativeAgent, a customer-facing agent that retains context, executesapproved actions across enterprise systems, and escalates to humans when required—whilepreserving continuity. Unlike legacy conversational automation built on brittle flows, ASAPP uses anLLM-native approach with governance and observability built in, and it integrates directly intoenterprise workflows. This launch signals a major shift: CX platforms are evolving from passivesystems of record into active systems of action that drive measurable gains in containment, cost toserve, and CX.
Omdia view
The market opportunity for ASAPP is large and accelerating as enterprises move from experimentingwith generative artificial intelligence (AI) pilots to deployment in production. Global contact centersemploy millions of agents and spend hundreds of billions annually on labor, training, and legacytools—yet automation in the contact center remains limited. ASAPP’s CXP directly targets this gap. Bypromising 50–90% potential automation rates across voice and messaging, enterprises can reducecost-to-serve while simultaneously improving speed, containment, and first-contact resolution.On the Radar: ASAPP sets the referencearchitecture for the agentic customerexperience01© 2026 Omdia. All rights reserved. Unauthorized reproduction prohibited.More importantly, ASAPP supports a structural shift: contact centers can become a managedresolution engine that protects loyalty and captures revenue that would otherwise churn. Theplatform’s multi-agent architecture, persistent interaction data, and enterprise-grade governance letcompanies run personalized, compliant workflows end to end—with auditability and operationalcontrol that most stacks lack. By unifying channels, integrating with existing systems, and supportingreal-time control, ASAPP functions as an operational execution layer coordinating humans andautomated actions at an enterprise scale.
Why put ASAPP on your radar?
ASAPP delivers production automation with governance and observability built in so that enterprisescan scale automation without losing control, traceability, or service quality. The platform closes costand CX gaps through end-to-end task completion, approved action execution across systems, andcontrolled escalation, delivering faster time to value with enterprise-grade safety. For enterprisesmodernizing their CX, ASAPP represents a strategic, defensible advantage for architecture-firstautomation that incumbents struggle to retrofit and point vendors struggle to govern.
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