Cresta Ushers in Hybrid AI Era for Contact Centers with New Automation and Translation Tools

NEW YORK, NY – November 13, 2025

Revolutionizing the Agent Experience

Cresta, a leading AI platform for contact centers, today unveiled a new generation of solutions designed to redefine how enterprises approach customer experience. Announced at the inaugural ‘Cresta Wave’ conference, the suite of tools focuses on seamlessly integrating AI into the existing workflow, creating a hybrid workforce model where human agents are augmented, not replaced. These solutions include advanced real-time translation capabilities, a centralized Agent Operations Center with an ‘AI Supervisor’ role, an automation discovery tool, and a simplified AI agent design platform. The company is positioning this as a shift away from solely automating tasks and towards empowering agents with AI-driven insights and assistance.

“The future of the contact center isn’t about replacing humans,” stated a company representative. “It’s about equipping them with the best tools to deliver exceptional experiences. We believe AI should amplify human capabilities, not diminish them.”

Breaking Down Language Barriers and Expanding Global Reach

One of the most significant announcements is Cresta’s expanded real-time translation capability. Supporting initial languages including Spanish, French, Portuguese, and German – with plans to expand to over 30 languages – the technology aims to eliminate communication barriers for global customers. This feature enables agents to understand and respond to customers in their native language, fostering stronger connections and improving customer satisfaction. The integrated approach avoids the operational complexities of agents switching between external translation tools.

“Previously, providing multilingual support often meant significant costs and logistical challenges,” explained an industry analyst. “AI-powered translation offers a scalable and cost-effective solution, enabling businesses to reach a wider audience without sacrificing quality.”

However, experts caution that accuracy remains a crucial factor. While AI has made significant strides in natural language processing, nuances and contextual understanding remain challenges. “The technology is impressive, but it's essential to monitor translations and ensure they accurately convey the intended meaning,” one source noted. “Contextual understanding is vital – a literal translation isn't always sufficient.”

The Rise of the ‘AI Supervisor’ and Ethical Considerations

Cresta’s new Agent Operations Center introduces the concept of an ‘AI Supervisor,’ a role designed to oversee and guide both human and AI agents in real-time. This functionality enables supervisors to intervene in conversations, provide coaching, and ensure compliance. The platform provides alerts and insights based on conversation analysis, allowing for proactive intervention and improved agent performance. While promising greater control and consistency, this level of AI-powered supervision raises ethical considerations.

“The potential benefits are clear – improved quality assurance, reduced risk, and enhanced efficiency,” a contact center manager commented. “But it's crucial to strike a balance between leveraging AI and respecting agent autonomy. Constant monitoring can be demotivating, and it’s essential to be transparent about how the technology is being used.”

Experts highlight the importance of addressing potential biases in AI algorithms used for monitoring and intervention. “If the algorithms are trained on biased data, they could perpetuate unfair evaluations or treatment of agents,” one researcher warned. “Transparency and accountability are paramount.” The responsible implementation of AI supervision requires careful consideration of privacy, fairness, and human dignity.

Automating the Right Tasks: Discovery and ROI

Cresta’s Automation Discovery tool aims to help businesses identify the most suitable conversations for AI-powered automation. By analyzing conversation volume, complexity, and resolution rates, the tool provides a “readiness score” and projects the potential return on investment. This allows businesses to prioritize AI agent deployments with confidence and streamline their automation roadmap.

The promise of significant ROI from contact center automation is well-documented, with industry analysts citing potential cost savings, improved efficiency, and enhanced customer satisfaction. However, achieving these benefits requires careful planning and execution. “Simply automating tasks isn’t enough,” stated an analyst. “You need to identify the right tasks and ensure that the automation integrates seamlessly with your existing workflows.”

One contact center manager shared, “We’ve seen automation initiatives fall flat when they weren’t aligned with our business goals or when they created friction for our agents.” The key is to focus on automating tasks that are repetitive, time-consuming, and don’t require human empathy or judgment. The goal should be to free up agents to focus on more complex issues and deliver more personalized experiences.