TELUS Digital has announced a strategic partnership with Cresta, a unified customer experience (CX) AI platform, to streamline the deployment of AI agents and real-time human augmentation tools within the enterprise.
Under the agreement, TELUS Digital becomes a preferred implementation partner, tasked with orchestrating and optimizing Cresta’s platform across complex global operations.
The collaboration aims to bridge the gap between AI technology and operational reality. While Cresta provides the software—which unifies conversation intelligence, automated AI agents, and real-time coaching for human staff—TELUS Digital provides the integration, change management, and managed services. This structure allows enterprises to contract directly with Cresta for the platform while leveraging TELUS Digital’s engineering and operational expertise to handle the deployment.
A key component of the partnership is the integration of Cresta into TELUS Digital’s broader CX AI suite.
TELUS Digital’s approach involves embedding forward-deployed engineers directly into contact center environments. Because the company operates its own contact centers, it utilizes a continuous annotation feedback loop, where insights from experienced agents are used to tune AI systems to specific brand tones and policies.
Tobias Dengel, President, TELUS Digital, said:
Tobias Dengel, President, TELUS Digital
“Our partnership with Cresta is focused on deploying AI to give customers accurate answers faster, which in turn helps support our incredible human agents. The companies best placed to make AI in CX work are the ones living in it every day. Operating contact centers ourselves shapes how we implement AI for our clients. We know the magic isn’t in the first launch of a technology; it comes from sitting on the floor with agents and iterating to an ever better outcome for customers. Cresta’s platform brings AI to every interaction and connects it to measurable results, and we’re excited to make it deliver in our clients’ operations.”
The Cresta platform is built on three functional layers:
Analyze: understand what’s actually driving outcomes across every interaction, not a sample, every one.
Automate: deploy AI agents that resolve customer needs independently, consistently, and on brand.
Augment: equip frontline teams with real-time agentic guidance so they perform at the level of your AI agents. Each layer makes the others stronger. And together, they give enterprises a complete path to transforming customer experience.
Ping Wu, CEO of Cresta, commented:
Ping Wu, CEO, Cresta
“TELUS Digital is a global leader in delivering cutting-edge customer experience technology to the world’s most iconic companies. As the global customer experience workforce transitions into a hybrid future with AI agents and AI-augmented human agents working side by side, it’s more important than ever for companies to have the right solutions to drive customer satisfaction and revenue. We’re proud to partner with TELUS Digital to bring Cresta’s unified customer experience AI platform to businesses everywhere.”
The partnership arrives as industry demand for human-plus-AI models grows. According to a recent survey of 815 CX decision-makers commissioned by TELUS Digital and conducted by Ryan Strategic Advisory, AI-assisted human agents are currently the preferred delivery model for customer-facing functions. However, the survey also revealed a significant gap in the market: only 32% of enterprises currently possess the automated quality assurance and coaching tools necessary to turn AI investments into measurable performance gains.
By pairing Cresta’s real-time intelligence with TELUS Digital’s BPO experience, the collaboration aims to address the last mile of AI adoption—the difficult process of translating raw data and transcripts into actionable, real-time guidance. As enterprises move past the initial hype of generative AI, the industry is seeing a flight toward partnerships that prioritize the feedback loop between human intuition and machine automation.
