ASAPP, an AI-powered contact center software provider, announced on April 27 that it has added five purpose-built AI agents and an orchestration layer to its Customer Experience Platform (CXP). The agents are designed to handle customer service operations autonomously from first contact through resolution, according to a GlobeNewswire press release.
“The goal was never to build just a conversational agent. It was about delivering reliable AI-powered customer service at scale, end to end, in production,” said Priya Vijayarajendran, CEO of ASAPP, in the announcement.
What the Five Agents Do
Each agent targets a specific layer of the customer service stack. The system includes agents for automating customer interactions (powered by ASAPP’s GenerativeAgent), a human-in-the-loop workflow agent (HILA) for routing and escalation, auxiliary agents for monitoring and optimizing workflows in real time, an interaction intelligence agent that maintains a persistent record of every customer engagement, and governance tooling for auditing and compliance.
The agents dynamically select between generative flow for open-ended tasks, rule-based flow for deterministic transactions, and human involvement when expert oversight is required. ASAPP positions this as a multi-agent architecture where specialized agents collaborate rather than a single monolithic bot handling everything.
From Platform to Agent System
ASAPP originally launched CXP in November 2025 as a unified platform for managing customer interactions across voice and digital channels. That version centered on GenerativeAgent, ASAPP’s core automation engine, integrated with enterprise systems of record like CRMs, billing, and ticketing platforms.
The April 2026 expansion shifts CXP from a platform with AI capabilities to a multi-agent system where each function has its own specialized agent. The orchestration layer coordinates handoffs between agents and decides when to escalate to human operators.
Contact Center AI Gets Crowded
ASAPP is entering an increasingly competitive space. Google Cloud announced at Cloud Next 2026 that its production voice agent now handles 100% of YouTube TV and NFL Sunday Ticket customer support calls. Cognizant launched an agentic retail CX product with Google Cloud. The contact center has become one of the primary battlegrounds for enterprise agent deployment, with vendors racing to prove that multi-agent systems can handle the full complexity of customer interactions without human intervention.
The differentiator ASAPP is pitching: an open design where customers and partners get access to the same orchestration, testing, and monitoring tools ASAPP uses internally, rather than a closed system where the AI decision-making is opaque.