PwC US and OpenAI have launched agentic contact and service solutions that combine marketing, sales, commerce, and service into a single AI-driven operating model. The offering, built on PwC's agentic front office approach, targets faster customer experiences, lower cost to serve, and more time for human agents to handle interactions that require empathy and trust.
Voice and digital agents that understand intent
At the center of the new suite is an AI-powered voice and digital agent capability developed with OpenAI. The agents use multimodal AI to carry out context-aware conversations, grasp customer intent, and take action without rigid scripts. PwC describes the system as one that improves over time as it learns from real interactions.
The AI Agents & Automation approach underpinning the solution lets organizations automate routine inquiries across channels. For support teams, that means the system can handle password resets, order status checks, and account updates while human agents step in for sensitive or complex cases.
Center of Excellence to speed deployment
PwC and OpenAI are also launching a dedicated Agentic Contact and Service Solutions Center of Excellence. The center will focus on industry-specific expansions and help clients deploy AI more quickly across customer-facing functions. The goal is to shorten the time between proof-of-concept and scaled production for enterprise support operations.
Why this matters for customer support professionals
For support teams, the shift toward AI for Customer Support means routine volume gets absorbed by automation, not by burnout. PwC's model is designed so that agents spend less time on repetitive tasks and more on conversations that need judgment, de-escalation, and personal connection. The technology won't replace the human role-it changes what that role looks like day to day.
Your membership also unlocks:
