The 2025 Globe for Intelligent Contact Centres (ICCs) report highlights a significant shift towards the adoption of virtual agents in customer service. This Aragon Research report reflects a growing trend where businesses are increasingly relying on AI-powered solutions to enhance customer interactions.
According to Aragon Research CEO and founder, Jim Lundy,the contact centre market is undergoing rapid change, driven by new use cases and the increasing need to automate knowledge delivery with virtual agents. He emphasised that enterprises face mounting pressure to deliver exceptional customer experiences, with virtual agents playing a crucial role in this transformation.
Key findings from the report indicate that virtual agents are becoming mainstream, thanks to the rise of digital labour. These intelligent systems are now being deployed to support human agents and engage customers directly. Generative AI is at the forefront of this evolution, enabling virtual agents to conduct more sophisticated and conversational interactions. As Lundy pointed out, “Generative AI is revolutionising virtual agent capabilities.”
The landscape of contact centres is evolving beyond traditional models. New applications, such as conversational prescription refill systems, are emerging, reflecting the need for modernisation. The report stresses that enterprises must prioritise omni-channel experiences, ensuring timely and accurate responses to both inbound and outbound customer queries.
According to Aragon's analysis, there are 15 key providers leading this change, including 8x8, Avaya, Cisco, and Genesys, among others. These companies are pivotal in developing solutions that cater to the demands of modern customer service.
The report also underscores the urgency for businesses to modernise their contact centres, particularly in light of labour shortages and changing customer expectations. Automation through AI and virtual agents is no longer optional; it is essential for delivering high-quality customer experiences. Enterprises are advised to pilot and deploy virtual agents, evaluate ICC providers, and invest in AI education to keep their teams informed and agile in this fast-evolving landscape.
The report predicts that the future of customer service will increasingly rely on AI-driven virtual agents. As organisations navigate this transformation, strategic investments in technology and talent will be critical to staying competitive in the dynamic contact centre market.
