Current LLMs are intelligent enough for many tasks but fail because they lack access to complete context—emails, Slack messages, past data. The next step is building products that ingest this real-world context, making it available for the model to act upon.

Cresta's CEO advocates for a single AI platform that both assists human agents and powers full automation. This creates a powerful feedback loop: when an AI agent fails, the system observes the human's successful resolution, capturing data to improve the next AI agent iteration.

The term "AI-native" is misleading. A successful platform's foundation is a robust sales workflow and complex data integration, which constitute about 70% of the system. The AI or Large Language Model component is a critical, but smaller, 30% layer on top of that operational core.

Counterintuitively, the path to full automation isn't just analyzing conversation transcripts. Cresta's CEO found that you must first observe and instrument what human agents are doing on their desktops—navigating legacy systems and UIs—to truly understand and automate the complete workflow.

Turing's CEO argues that frontier models are already capable of much more than enterprises are demanding. The bottleneck isn't the AI's ability, but the "first mile and last mile schlep" of integration. Massive productivity gains are possible even without further model improvements.

While AI can increase efficiency, many customers are not yet comfortable relying on it fully. To maximize lead capture, AI-driven systems like chatbots must provide an easy, immediate option to connect with a person. A system that is "AI-driven but human-backed" ensures no customer is lost due to their technology preference.

The ideal industry for an AI roll-up is not one that can be fully automated. If automation exceeds 70-80%, a pure software solution from an incumbent like Microsoft will likely win. The strategy thrives where a human services component remains essential but can be significantly augmented by AI.

The goal of AI in customer service isn't human replacement. Instead, use AI agents to handle predictable, repetitive queries instantly. This strategy frees up human staff to focus their time on complex, empathetic problem-solving where a personal connection is most valuable.

Cresta's CEO categorizes customer interactions into three types: those caused by broken processes (eliminate), transactional tasks (automate), and high-emotion issues (augment humans). This framework provides a nuanced approach to AI in customer experience, moving beyond a simple automation-first mindset.