{"id":71160,"date":"2025-06-09T11:06:07","date_gmt":"2025-06-09T10:06:07","guid":{"rendered":"https:\/\/www.cxtoday.com\/?p=71160"},"modified":"2025-06-09T11:06:07","modified_gmt":"2025-06-09T10:06:07","slug":"graia-tackles-the-generic-automation-problem-plaguing-customer-experience-teams","status":"publish","type":"post","link":"https:\/\/www.cxtoday.com\/contact-center\/graia-tackles-the-generic-automation-problem-plaguing-customer-experience-teams\/","title":{"rendered":"GRAIA Tackles the &#8216;Generic Automation&#8217; Problem Plaguing Customer Experience Teams"},"content":{"rendered":"<p class=\"whitespace-normal break-words\">As someone who&#8217;s spoken with countless CX leaders over the years, I keep hearing the same frustration: &#8220;Our AI was supposed to make things better, but customers are more annoyed than ever.&#8221; If you&#8217;re nodding along, you&#8217;re not alone in wrestling with what the industry has come to call the &#8220;generic automation&#8221; problem.<\/p>\n<p class=\"whitespace-normal break-words\">Generic automation\u2014those rigid, scripted chatbots and voice systems that follow predetermined paths regardless of customer context\u2014has become the bane of modern customer experience. These systems force customers into narrow interaction channels, fail to understand nuance or emotion, and often escalate simple issues into complex problems. The result? Longer resolution times, frustrated customers, and CX teams spending more time fixing automated mistakes than they did handling the original inquiries.<\/p>\n<h2 class=\"whitespace-normal break-words\"><strong>The Hidden Costs of One-Size-Fits-All AI<\/strong><\/h2>\n<p class=\"whitespace-normal break-words\">The challenges run deeper than customer satisfaction scores. Generic automation creates operational inefficiencies that ripple throughout organizations. When AI systems can&#8217;t adapt to different customer types, product lines, or business contexts, they require extensive manual overrides and constant human intervention. CX teams find themselves managing technology instead of focusing on strategy and relationship building.<\/p>\n<p class=\"whitespace-normal break-words\">Moreover, these systems often operate in silos. A customer might receive one type of automated response through the contact center, a completely different experience via the company website, and yet another through sales channels. This fragmented approach undermines the cohesive experience that modern customers expect across all touchpoints.<\/p>\n<h2 class=\"whitespace-normal break-words\"><strong>Enter GRAIA: A Different Approach to AI-Driven CX<\/strong><\/h2>\n<p class=\"whitespace-normal break-words\">Three technology companies\u2014Bulb Technologies, Geomant, and Buzzeasy\u2014believe they&#8217;ve found a solution to this widespread challenge. Operating under the BOSQAR INVEST umbrella, they&#8217;ve launched GRAIA, an Agentic Contact Center as a Service (<a href=\"https:\/\/www.cxtoday.com\/contact-center\/what-is-ccaas\/\">CCaaS<\/a>) platform designed to address the limitations of generic automation.<\/p>\n<p class=\"whitespace-normal break-words\">Unlike traditional AI systems that follow predetermined scripts, GRAIA&#8217;s approach centers on Agentic AI\u2014intelligent agents that can learn, adapt, and evolve based on individual customer interactions. The platform claims to deploy these agents across sales, service, and operational touchpoints, creating a more unified customer experience.<\/p>\n<blockquote>\n<p class=\"whitespace-normal break-words\">&#8220;We aren&#8217;t just joining the AI category, we are redefining it,&#8221;<\/p>\n<\/blockquote>\n<p class=\"whitespace-normal break-words\">said Marko Martinovic, CEO of the GRAIA initiative. &#8220;GRAIA is not another AI product, it is a reinvention of how customer experiences are delivered. We are moving beyond simple automation.&#8221;<\/p>\n<h2 class=\"whitespace-normal break-words\"><strong>What Sets This Platform Apart<\/strong><\/h2>\n<p class=\"whitespace-normal break-words\">GRAIA&#8217;s key differentiator lies in its proprietary intellectual property. Rather than licensing third-party AI components, the platform uses technology developed in-house across the three founding companies. This approach gives GRAIA control over customization and adaptation\u2014two areas where generic automation typically falls short.<\/p>\n<p class=\"whitespace-normal break-words\">The platform also emphasizes what it calls &#8220;empathy-driven growth,&#8221; positioning itself as an alternative to purely efficiency-focused automation. The name GRAIA derives from the Croatian word &#8220;graja,&#8221; meaning a multitude of voices united as one\u2014reflecting the platform&#8217;s goal of harmonizing diverse customer interactions rather than forcing them into rigid categories.<\/p>\n<h2 class=\"whitespace-normal break-words\"><strong>Addressing Revenue Impact<\/strong><\/h2>\n<p class=\"whitespace-normal break-words\">Beyond operational improvements, GRAIA claims to offer measurable revenue growth through more personalized customer experiences. This addresses another common frustration with generic automation: while it may reduce costs, it often fails to drive meaningful business outcomes or customer loyalty.<\/p>\n<p class=\"whitespace-normal break-words\">The platform&#8217;s ability to operate across multiple channels\u2014from traditional contact centers to digital touchpoints\u2014suggests it could help organizations create more cohesive customer journeys. For CX teams struggling to justify AI investments based solely on cost savings, this revenue-focused approach could provide a more compelling business case.<\/p>\n<h2 class=\"whitespace-normal break-words\"><strong>Market Context and Backing<\/strong><\/h2>\n<p class=\"whitespace-normal break-words\">The launch comes with significant financial backing from BOSQAR INVEST, which has acquired 84 companies since 2016 and operates across 20 countries. The combined organization employs approximately 250 people across Hungary, Croatia, Romania, the United States, the United Kingdom, Serbia, and Germany.<\/p>\n<p class=\"whitespace-normal break-words\">This international presence could prove crucial for addressing one of generic automation&#8217;s biggest weaknesses: its inability to adapt to different cultural contexts and regional customer expectations. A platform developed with global diversity in mind from the outset may have advantages over solutions that expand internationally as an afterthought.<\/p>\n<h2 class=\"whitespace-normal break-words\"><strong>The Broader Industry Challenge<\/strong><\/h2>\n<p class=\"whitespace-normal break-words\">GRAIA&#8217;s launch reflects a growing recognition within the CX industry that first-generation AI automation has created as many problems as it solved. While these systems succeeded in handling simple, repetitive tasks, they&#8217;ve struggled with the nuanced, contextual interactions that define exceptional customer experience.<\/p>\n<p class=\"whitespace-normal break-words\">The question facing CX leaders isn&#8217;t whether to use AI\u2014that ship has sailed. Instead, it&#8217;s about finding AI solutions that enhance rather than constrain the customer experience. For organizations ready to move beyond generic automation toward more adaptive, context-aware systems, platforms like GRAIA represent the next evolution in customer experience technology.<\/p>\n<p class=\"whitespace-normal break-words\">Whether this particular solution lives up to its promises remains to be seen, but its emergence signals an important shift in how the industry thinks about the role of AI in customer relationships. In a world where customers increasingly expect personalized, empathetic interactions, the era of one-size-fits-all automation may finally be drawing to a close.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As someone who&#8217;s spoken with countless CX leaders over the years, I keep hearing the same frustration: &#8220;Our AI was supposed to make things better, but customers are more annoyed than ever.&#8221; If you&#8217;re nodding along, you&#8217;re not alone in wrestling with what the industry has come to call the &#8220;generic automation&#8221; problem. Generic automation\u2014those [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":71163,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[11850],"class_list":["post-71160","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contact-center","tag-agentic-ai","tag-agentic-ai-in-customer-service","tag-ai-agents","tag-artificial-intelligence","tag-autonomous-agents","brands_to_track-graia","editorial_type-news","intent-discovery","target_audience-dual"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3.1 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>GRAIA Tackles the &#039;Generic Automation&#039; Problem Plaguing Customer Experience Teams - CX Today<\/title>\n<meta name=\"description\" content=\"GRAIA launches as revolutionary AI-powered customer experience platform that combines proprietary CCaaS technology with empathy-first approach to scale human connection.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cxtoday.com\/contact-center\/graia-tackles-the-generic-automation-problem-plaguing-customer-experience-teams\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"GRAIA Tackles the &#039;Generic Automation&#039; Problem Plaguing Customer Experience Teams\" \/>\n<meta property=\"og:description\" content=\"GRAIA launches as revolutionary AI-powered customer experience platform that combines proprietary CCaaS technology with empathy-first approach to scale human connection.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.cxtoday.com\/contact-center\/graia-tackles-the-generic-automation-problem-plaguing-customer-experience-teams\/\" \/>\n<meta property=\"og:site_name\" content=\"CX Today\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CXTodayNews\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-09T10:06:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2025\/06\/Graia-announcement.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"850\" \/>\n\t<meta property=\"og:image:height\" content=\"425\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Rob Scott\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"GRAIA launches as revolutionary AI-powered customer experience platform that combines proprietary CCaaS technology with empathy-first approach to scale human connection.\" \/>\n<meta name=\"twitter:creator\" content=\"@robscottnews\" \/>\n<meta name=\"twitter:site\" content=\"@cxtodaynews\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Rob Scott\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/graia-tackles-the-generic-automation-problem-plaguing-customer-experience-teams\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/graia-tackles-the-generic-automation-problem-plaguing-customer-experience-teams\/\"},\"author\":{\"name\":\"Rob Scott\",\"@id\":\"https:\/\/www.cxtoday.com\/#\/schema\/person\/f19081c4679305342a54f09c4c9df308\"},\"headline\":\"GRAIA Tackles the &#8216;Generic Automation&#8217; 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CEO at Today Digital | Publisher at CX Today | B2B Tech Media Entrepreneur | Podcast Host I run Today Digital, a modern media group built on a simple belief: the world doesn\u2019t need more noise \u2014 just better conversations. Through our brands CX Today and UC Today, we explore how technology shapes the way people work, communicate, and connect \u2014 from AI and unified comms to the evolving worlds of customer and employee experience. Our new platform, Techtelligence, takes that curiosity a step further \u2014 using data and research to help millions of professionals make smarter, more human decisions. And when I\u2019m not doing that, I host Binary to Billions \u2014 a podcast about the real stories behind tech founders. The big wins, the near misses, and all the messy bits in between. At weekends, you\u2019ll usually find me halfway up a hill somewhere \u2014 a fell runner in search of signal and sanity.","sameAs":["https:\/\/www.linkedin.com\/in\/iamrobscott\/","https:\/\/x.com\/robscottnews"],"url":"https:\/\/www.cxtoday.com\/author\/rob-scottuctoday-com\/"}]}},"_links":{"self":[{"href":"https:\/\/www.cxtoday.com\/wp-json\/wp\/v2\/posts\/71160","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cxtoday.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cxtoday.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cxtoday.com\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cxtoday.com\/wp-json\/wp\/v2\/comments?post=71160"}],"version-history":[{"count":4,"href":"https:\/\/www.cxtoday.com\/wp-json\/wp\/v2\/posts\/71160\/revisions"}],"predecessor-version":[{"id":71236,"href":"https:\/\/www.cxtoday.com\/wp-json\/wp\/v2\/posts\/71160\/revisions\/71236"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cxtoday.com\/wp-json\/wp\/v2\/media\/71163"}],"wp:attachment":[{"href":"https:\/\/www.cxtoday.com\/wp-json\/wp\/v2\/media?parent=71160"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cxtoday.com\/wp-json\/wp\/v2\/categories?post=71160"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}