Call Center AI Market Overview (2022 to 2032)

Global demand for call center AI is expected to rise at a yearly growth rate of 13.5% to be valued at USD 6 Billion in 2032. By 2026, the market is likely to be valued at USD 3.6 Billion, supported by:

  • AI-enabled chatbots and virtual agents to automate repetitive and manual processes
  • Facilitate customer engagement through social media platforms
  • Unsupervised self-learning of chatbots may restrain the market growth
  • Extensive use in BFSI, IT & Telecom, healthcare & retail sector to proliferate the demand for AI-based services.

During the period ranging from 2020 to 2022, call center AI demand prospects have been spurred after the emergence of numerous innovative technologies. Progress in control compliance suite (CCSBot), omnichannel solutions, and quality assurance technology contribute to the growing adoption of call center AI.

Service providers present advanced call center solutions that deliver a constant customer experience across all channels to enhance customer engagement. AI in the call center is expected to offer a hyper-customized customer experience expected to fuel market growth.

Increasing penetration of social media platforms is likely to offer call center AI service providers immense lucrative prospects. Predictive call routing, interactive voice response (IVR), call analytics, emotional intelligence, and conversational AI are some of the sheering applications of AI in the call center software industry.

Increasing deployment of AI-based chatbots to interact with customers via social media platforms are likely to augment. As per the recently published report, demand for call center AI for the BFSI industry is expected to surge at over 13% CAGR.

Data Points Key Statistics
Call Center AI Market Size (2022) USD 1.7 Billion
Call Center AI Market Estimated Value (2026) USD 3.6 Billion
Call Center AI Market Projected Value (2032) USD 6 Billion
Global Call Center AI Market Growth Rate (2022 to 2032) 13.5% CAGR

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Mushrooming End-use Industries to provide a Strong Base for Call Center AI Manufacturers in the Asia Pacific

The Asia Pacific is anticipated to yield significant growth opportunities, backed by a flourishing end-use industry like BFSI, healthcare, and the retail sector. By 2032-end, the Asia Pacific region is estimated to capture a Y-o-Y growth rate of 13%. Large investments in call center solutions by countries such as China, Japan, India, and the Philippines are fuelling market growth.

Likewise, India and the Philippines are anticipated to emerge as the favorite destinations for setting up a call center. Companies including GE, Bharti Telecom, British Airways, and financial giants such as American Express, ICICI, and HDFC have deployed their call centers in India for better customer support. Thus, Call Center AI manufacturers are seizing this opportunity to pave the way in the regional market.

Opportunities abound in the On-Premise Segment

Based on deployment type, the demand for on-premise Call Center AI will soar across the end-use industry, expected to register a CAGR of 13.5% until 2032. This segment accounted for more than 55% share in 2021. On-premises deployment of AI solutions and services permits enterprises and corporations to customize and implement AI models.

It enables companies to practice effective safety and security practices regarding consumer data, thus cultivating the system's security and offering a more secure ecosystem to deal with consumer data. On-premises call center AI solutions are deployed more widely by small and medium enterprises due to the ease of deployment and control offered by on-premises systems, thereby offering favorable growth opportunities for the industry.

Artificial Intelligence in call center's advantage is resolving customer problems. Predictive and analytical AI software can bring faster solutions and results by scanning customer complaints from databases faster than standard systems. This can save a sizable amount of time on behalf of both the customer and the company. Owing to these, the demand for call center AI is likely to upsurge over the years to come.

Automating procedures such as customer follow-up are some of the ways AI may affect sales of call center ai operations.

Demand for call centers AI is projected to be more efficient, perform better and be more predictive. AI may have an influence on call center operations by anticipating inquiries based on the customer's previous behaviors, ensuring good communication to handle queries quickly regardless of time or location, and automating procedures such as customer follow-up.

The demand for call center AI applications is still in its infancy. The development of new AI solutions that can aid in optimization, automation, and prediction might be a major driver in sales of call center AI acceptance and penetration.

Other significant factors influencing the growing demand for call center AI applications include the increasing use of AI by organizations in pursuit of enhanced customer support service offerings, the increasing role of social media for customer engagement, and the exponential growth of data through the Internet of Things (IoT), social media, while factors such as a lack of skilled labour and unsupervised learning are expected to hinder the market growth.

Sudip Saha
Sudip Saha

Principal Consultant

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Sales Analysis of the Call Center AI

Factors such as the increased need for improved customer experience and response time, as well as greater data analysis capabilities, are influencing the worldwide call center AI market.

The demand for call center AI growth is being hampered by expensive installation and training costs, as well as privacy and security concerns. Furthermore, the market is influenced by enterprises' increased focus on AI technology and the increased penetration of social media platforms.

Nonetheless, each of these variables is expected to have a significant influence on worldwide sales of call center AI throughout the forecast period. In certain cases, responding to client inquiries in real-time might be challenging for a customer service representative, as customers may not understand the context of their inquiry. This has necessitated the development of better data analytics skills.

For example, with AI, prior customer interactions and chat data may be examined in seconds, and concise information about the client can be supplied to the executive. Because of its large in-house data scientists and analysts, Amazon, in partnership with its subsidiary Amazon Web Services, developed specific algorithms aimed at evaluating customer wants and offering accurate responses based on those needs.

As a result, the global sales of call center AI are growing due to the requirement for increased data analysis skills.

What are the Emerging Trends in Call Center AI Market?

Sales of call centers AI transformed social media into a vital component of modern businesses. Every firm has been increasing its social media presence in order to reach out to its customers more easily. With internet access and high social media penetration rates, a number of developing nations are seeing population increase and rapid growth in the sales of call centers AI.

As a result, firms must modernize how they reach out to customers and respond to their problems on social media platforms, as conventional customer service approaches are no longer applicable in the digital age. Demand for call center AI is increasing as customers are increasingly using social media channels to communicate with businesses and discuss their experiences.

As a result, the rising desire among contact centers to incorporate social media platforms such as Facebook and Twitter in order to meet the organization's aim of effective customer service programs is likely to give lucrative chances for sales of call center AI expansion over the projection period.

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What is the Segmentation Outlook for the Call Center AI Market?

The call center ai market is divided into three categories: deployment mode, end-user industry, and region. The market is divided into two types of deployments: cloud and on-premise.

The market is divided into BFSI, retail & e-commerce, telecom, travel & hospitality, and others, according to the end-user industry. The scope of the study includes thorough information on the primary drivers and restraints driving the AI market in contact center applications.

The report also examines industry trends, such as enterprises' increased use of AI in the quest for better customer support service offerings and their implications for the market.

Which Segment has the Maximum Growth Potential in the Call Center AI Market by Component?

During the projection period, the solution segment by component is expected to develop at a strong CAGR of 13.1% by 2032 since services are critical to the operation of many AI-enabled products. These solutions guarantee a speedier and easier deployment, maximizing the return on investment for businesses.

These services ensure end-to-end computing platform deployment and answer pre-and post-deployment questions. To oversee the call center AI market, the majority of market providers provide technical support and consulting services.

What is the Regional Demand Analysis in the Call Center AI Market?

Region CAGR
United States of America 13.4%
United Kingdom 12.6%
China 13%
Japan 12.5%
South Korea 12.1%

Owing to its quick technological advancements, North America is expected to have the greatest share of the call center AI market. In this area, the USA is the most advanced demand for call center AI technologies. Furthermore, the presence of multinational suppliers in the area, such as IBM, Google, Microsoft, and AWS, is critical for the application of conversational AI technology in contact centers.

How Intense is the Competition in the Call Center AI Market?

The market vendors are expanding their solutions by the introduction of unique features, integration capabilities and enhancing the performance of the solutions to attract more and more customers. The companies are also focusing on making partnerships and collaborations to share the technical knowledge with other companies.

Recent Developments in the Call Center AI Market:

  • In May 2019, Microsoft corporation launched the Africa Development Centre (ADC) in Kenya and Nigeria as part of its vow in cloud technologies across the African continent.
  • IBM and Regions Bank Corporation (US) teamed up in April 2019 to offer IBM Watson AI technology to help improve customer service and aid bankers in their daily duties. Regions Bank uses Watson Assistance in its contact centers to assist both customers and workers, ensuring a great customer experience.
  • Google updated Dialogflow in February 2019 to make it more dependable, scalable, and accurate. Improved system entity recognition and language support are the two most significant changes. These enhancements are available in both Dialogflow versions (standard and enterprise).

Key Players

  • AWS
  • SAP
  • Avaya
  • Zendesk
  • Genesys
  • NICE
  • Nuance Communication
  • IBM
  • Google
  • Microsoft
  • Oracle
  • SAP

Key Segments

By Component:

  • Compute Platforms
  • Solutions
  • Services
    • Training & Consulting Services
    • System Integration & Deployment Services
    • Support & Maintenance Services

By Deployment Type:

  • On-premises
  • Cloud

By Vertical:

  • BFSI
  • Media & Entertainment
  • Retail & eCommerce
  • Travel & Hospitality
  • Telecom
  • Healthcare
  • Others (Automotive, Government, Manufacturing, Education, and Energy & Utilities)

By Region:

  • North America
  • Europe
  • Asia-Pacific (APAC)
  • Middle East and Africa (MEA)
  • Latin America

Frequently Asked Questions

How is the Growth Outlook for the Call Center AI Market?

The call center ai market is expected to rise at a steady CAGR of 13.5% during the projected period.

What was the Call Center AI Market Size in 2021?

The global call center AI market was valued at USD 1.3 Billion in 2021.

What is the Adoption Potential of Call Center AI Systems By 2032?

The global call center ai market is anticipated to be worth nearly USD 6 Billion by 2032.

Which Region Leads the Global Call Center AI Market Report?

North America is a leading region for the call center AI market.

What will be the Leading Segment of the Call Center AI Market By Deployment?

Cloud is the leading segment by deployment is expected to expand at a strong CAGR of 13.4% by 2032.

Table of Content

1. Executive Summary | Call Center AI Market

    1.1. Global Market Outlook

    1.2. Summary of Statistics

    1.3. Key Market Characteristics & Attributes

    1.4. FMI Analysis and Recommendations

2. Market Overview

    2.1. Market Coverage / Taxonomy

    2.2. Market Definition / Scope / Limitations

3. Market Risks and Trends Assessment

    3.1. Risk Assessment

        3.1.1. COVID-19 Crisis and Impact on Call Center AI

        3.1.2. COVID-19 Impact Benchmark with Previous Crisis

        3.1.3. Impact on Market Value (US$ Million)

        3.1.4. Assessment by Key Countries

        3.1.5. Assessment by Key Market Segments

        3.1.6. Action Points and Recommendation for Suppliers

    3.2. Key Trends Impacting the Market

    3.3. Formulation and Product Development Trends

4. Market Background

    4.1. Management Market, by Key Countries

    4.2. Management Market Opportunity Assessment (US$ Million)

        4.2.1. Total Available Market

        4.2.2. Serviceable Addressable Market

        4.2.3. Serviceable Obtainable Market

    4.3. Market Scenario Forecast

        4.3.1. Demand in optimistic Scenario

        4.3.2. Demand in Likely Scenario

        4.3.3. Demand in Conservative Scenario

    4.4. Investment Feasibility Analysis

        4.4.1. Investment in Established Markets

            4.4.1.1. In Short Term

            4.4.1.2. In Long Term

        4.4.2. Investment in Emerging Markets

            4.4.2.1. In Short Term

            4.4.2.2. In Long Term

    4.5. Forecast Factors - Relevance & Impact

        4.5.1. Top Companies Historical Growth

        4.5.2. Growth in Automation, By Country

        4.5.3. Management Adoption Rate, By Country

    4.6. Market Dynamics

        4.6.1. Market Driving Factors and Impact Assessment

        4.6.2. Prominent Market Challenges and Impact Assessment

        4.6.3. Management Market Opportunities

        4.6.4. Prominent Trends in the Global Market & Their Impact Assessment

5. Key Success Factors

    5.1. Providers’ Focus on Low Penetration High Growth Markets

    5.2. Banking on with Segments High Incremental Opportunity

    5.3. Peer Benchmarking

6. Global Market Demand Analysis 2015 to 2021 and Forecast, 2022 to 2032

    6.1. Historical Market Analysis, 2015 to 2021

    6.2. Current and Future Market Projections, 2022 to 2032

    6.3. Y-o-Y Growth Trend Analysis

7. Global Market Value Analysis 2015 to 2021 and Forecast, 2022 to 2032

    7.1. Historical Market Value (US$ Million) Analysis, 2015 to 2021

    7.2. Current and Future Market Value (US$ Million) Projections, 2022 to 2032

        7.2.1. Y-o-Y Growth Trend Analysis

        7.2.2. Absolute $ Opportunity Analysis

8. Global Market Analysis 2015 to 2021 and Forecast 2022 to 2032, By Deployment Type

    8.1. Introduction / Key Findings

    8.2. Historical Market Size (US$ Million) Analysis By Deployment Type, 2015 to 2021

    8.3. Current and Future Market Size (US$ Million) Analysis and Forecast By Deployment Type, 2022 to 2032

        8.3.1. On-premises

        8.3.2. Cloud

    8.4. Market Attractiveness Analysis By Deployment Type

9. Global Market Analysis 2015 to 2021 and Forecast 2022 to 2032, By Vertical

    9.1. Introduction / Key Findings

    9.2. Historical Market Size (US$ Million) Analysis By Vertical, 2015 to 2021

    9.3. Current and Future Market Size (US$ Million) Analysis and Forecast By Vertical, 2022 to 2032

        9.3.1. BFSI

        9.3.2. Media & Entertainment

        9.3.3. Retail & eCommerce

        9.3.4. Travel & Hospitality

        9.3.5. Telecom

        9.3.6. Healthcare

        9.3.7. Others (Automotive, Government, Manufacturing, Education, and Energy & Utilities)

    9.4. Market Attractiveness Analysis By Vertical

10. Global Market Analysis 2015 to 2021 and Forecast 2022 to 2032, By Component

    10.1. Introduction / Key Findings

    10.2. Historical Market Size (US$ Million) Analysis By Component, 2015 to 2021

    10.3. Current and Future Market Size (US$ Million) Analysis and Forecast By Component, 2022 to 2032

        10.3.1. Compute Platforms

        10.3.2. Solutions

        10.3.3. Services

            10.3.3.1. Training & Consulting Services

            10.3.3.2. System Integration & Deployment Services

            10.3.3.3. Support & Maintenance Services

    10.4. Market Attractiveness Analysis By Component

11. Global Market Analysis 2015 to 2021 and Forecast 2022 to 2032, By Region

    11.1. Introduction

    11.2. Historical Market Size (US$ Million) Analysis By Region, 2015 to 2021

    11.3. Current Market Size (US$ Million) & Analysis and Forecast By Region, 2022 to 2032

        11.3.1. North America

        11.3.2. Latin America

        11.3.3. Europe

        11.3.4. Asia Pacific

        11.3.5. Middle East and Africa (MEA)

    11.4. Market Attractiveness Analysis By Region

12. North America Market Analysis 2015 to 2021 and Forecast 2022 to 2032

    12.1. Introduction

    12.2. Pricing Analysis

    12.3. Historical Market Size (US$ Million) Trend Analysis By Market Taxonomy, 2015 to 2021

    12.4. Market Size (US$ Million) & Forecast By Market Taxonomy, 2022 to 2032

        12.4.1. By Country

            12.4.1.1. United States of America

            12.4.1.2. Canada

            12.4.1.3. Rest of North America

        12.4.2. By Deployment Type

        12.4.3. By Component

        12.4.4. By Vertical

    12.5. Market Attractiveness Analysis

        12.5.1. By Country

        12.5.2. By Deployment Type

        12.5.3. By Component

        12.5.4. By Vertical

13. Latin America Market Analysis 2015 to 2021 and Forecast 2022 to 2032

    13.1. Introduction

    13.2. Pricing Analysis

    13.3. Historical Market Size (US$ Million) Trend Analysis By Market Taxonomy, 2015 to 2021

    13.4. Market Size (US$ Million) & Forecast By Market Taxonomy, 2022 to 2032

        13.4.1. By Country

            13.4.1.1. Brazil

            13.4.1.2. Mexico

            13.4.1.3. Rest of Latin America

        13.4.2. By Deployment Type

        13.4.3. By Component

        13.4.4. By Vertical

    13.5. Market Attractiveness Analysis

        13.5.1. By Country

        13.5.2. By Deployment Type

        13.5.3. By Component

        13.5.4. By Vertical

14. Europe Market Analysis 2015 to 2021 and Forecast 2022 to 2032

    14.1. Introduction

    14.2. Pricing Analysis

    14.3. Historical Market Size (US$ Million) Trend Analysis By Market Taxonomy, 2015 to 2021

    14.4. Market Size (US$ Million) & Forecast By Market Taxonomy, 2022 to 2032

        14.4.1. By Country

            14.4.1.1. Germany

            14.4.1.2. France

            14.4.1.3. United Kingdom

            14.4.1.4. Italy

            14.4.1.5. Benelux

            14.4.1.6. Nordic Countries

            14.4.1.7. Rest of Europe

        14.4.2. By Deployment Type

        14.4.3. By Component

        14.4.4. By Vertical

    14.5. Market Attractiveness Analysis

        14.5.1. By Country

        14.5.2. By Deployment Type

        14.5.3. By Component

        14.5.4. By Vertical

15. Asia Pacific Market Analysis 2015 to 2021 and Forecast 2022 to 2032

    15.1. Introduction

    15.2. Pricing Analysis

    15.3. Historical Market Size (US$ Million) Trend Analysis By Market Taxonomy, 2015 to 2021

    15.4. Market Size (US$ Million) & Forecast By Market Taxonomy, 2022 to 2032

        15.4.1. By Country

            15.4.1.1. China

            15.4.1.2. Japan

            15.4.1.3. South Korea

            15.4.1.4. Rest of Asia Pacific

        15.4.2. By Deployment Type

        15.4.3. By Component

        15.4.4. By Vertical

    15.5. Market Attractiveness Analysis

        15.5.1. By Country

        15.5.2. By Deployment Type

        15.5.3. By Component

        15.5.4. By Vertical

16. Middle East and Africa Market Analysis 2015 to 2021 and Forecast 2022 to 2032

    16.1. Introduction

    16.2. Pricing Analysis

    16.3. Historical Market Size (US$ Million) Trend Analysis By Market Taxonomy, 2015 to 2021

    16.4. Market Size (US$ Million) & Forecast By Market Taxonomy, 2022 to 2032

        16.4.1. By Country

            16.4.1.1. GCC Countries

            16.4.1.2. South Africa

            16.4.1.3. Turkey

            16.4.1.4. Rest of Middle East and Africa

        16.4.2. By Deployment Type

        16.4.3. By Component

        16.4.4. By Vertical

    16.5. Market Attractiveness Analysis

        16.5.1. By Country

        16.5.2. By Deployment Type

        16.5.3. By Component

        16.5.4. By Vertical

17. Key Countries Market Analysis 2015 to 2021 and Forecast 2022 to 2032

    17.1. Introduction

        17.1.1. Market Value Proportion Analysis, By Key Countries

        17.1.2. Global Vs. Country Growth Comparison

    17.2. US Market Analysis

        17.2.1. Value Proportion Analysis by Market Taxonomy

        17.2.2. Value & Analysis and Forecast by Market Taxonomy, 2015 to 2032

            17.2.2.1. By Deployment Type

            17.2.2.2. By Component

            17.2.2.3. By Vertical

    17.3. Canada Market Analysis

        17.3.1. Value Proportion Analysis by Market Taxonomy

        17.3.2. Value & Analysis and Forecast by Market Taxonomy, 2015 to 2032

            17.3.2.1. By Deployment Type

            17.3.2.2. By Component

            17.3.2.3. By Vertical

    17.4. Mexico Market Analysis

        17.4.1. Value Proportion Analysis by Market Taxonomy

        17.4.2. Value & Analysis and Forecast by Market Taxonomy, 2015 to 2032

            17.4.2.1. By Deployment Type

            17.4.2.2. By Component

            17.4.2.3. By Vertical

    17.5. Brazil Market Analysis

        17.5.1. Value Proportion Analysis by Market Taxonomy

        17.5.2. Value & Analysis and Forecast by Market Taxonomy, 2015 to 2032

            17.5.2.1. By Deployment Type

            17.5.2.2. By Component

            17.5.2.3. By Vertical

    17.6. Germany Market Analysis

        17.6.1. Value Proportion Analysis by Market Taxonomy

        17.6.2. Value & Analysis and Forecast by Market Taxonomy, 2015 to 2032

            17.6.2.1. By Deployment Type

            17.6.2.2. By Component

            17.6.2.3. By Vertical

    17.7. France Market Analysis

        17.7.1. Value Proportion Analysis by Market Taxonomy

        17.7.2. Value & Analysis and Forecast by Market Taxonomy, 2015 to 2032

            17.7.2.1. By Deployment Type

            17.7.2.2. By Component

            17.7.2.3. By Vertical

    17.8. Italy Market Analysis

        17.8.1. Value Proportion Analysis by Market Taxonomy

        17.8.2. Value & Analysis and Forecast by Market Taxonomy, 2015 to 2032

            17.8.2.1. By Deployment Type

            17.8.2.2. By Component

            17.8.2.3. By Vertical

    17.9. BENELUX Market Analysis

        17.9.1. Value Proportion Analysis by Market Taxonomy

        17.9.2. Value & Analysis and Forecast by Market Taxonomy, 2015 to 2032

            17.9.2.1. By Deployment Type

            17.9.2.2. By Component

            17.9.2.3. By Vertical

    17.10. UK Market Analysis

        17.10.1. Value Proportion Analysis by Market Taxonomy

        17.10.2. Value & Analysis and Forecast by Market Taxonomy, 2015 to 2032

            17.10.2.1. By Deployment Type

            17.10.2.2. By Component

            17.10.2.3. By Vertical

    17.11. Nordic Countries Market Analysis

        17.11.1. Value Proportion Analysis by Market Taxonomy

        17.11.2. Value & Analysis and Forecast by Market Taxonomy, 2015 to 2032

            17.11.2.1. By Deployment Type

            17.11.2.2. By Component

            17.11.2.3. By Vertical

    17.12. China Market Analysis

        17.12.1. Value Proportion Analysis by Market Taxonomy

        17.12.2. Value & Analysis and Forecast by Market Taxonomy, 2015 to 2032

            17.12.2.1. By Deployment Type

            17.12.2.2. By Component

            17.12.2.3. By Vertical

    17.13. Japan Market Analysis

        17.13.1. Value Proportion Analysis by Market Taxonomy

        17.13.2. Value & Analysis and Forecast by Market Taxonomy, 2015 to 2032

            17.13.2.1. By Deployment Type

            17.13.2.2. By Component

            17.13.2.3. By Vertical

    17.14. South Korea Market Analysis

        17.14.1. Value Proportion Analysis by Market Taxonomy

        17.14.2. Value & Analysis and Forecast by Market Taxonomy, 2015 to 2032

            17.14.2.1. By Deployment Type

            17.14.2.2. By Component

            17.14.2.3. By Vertical

    17.15. GCC Countries Market Analysis

        17.15.1. Value Proportion Analysis by Market Taxonomy

        17.15.2. Value & Analysis and Forecast by Market Taxonomy, 2015 to 2032

            17.15.2.1. By Deployment Type

            17.15.2.2. By Component

            17.15.2.3. By Vertical

    17.16. South Africa Market Analysis

        17.16.1. Value Proportion Analysis by Market Taxonomy

        17.16.2. Value & Analysis and Forecast by Market Taxonomy, 2015 to 2032

            17.16.2.1. By Deployment Type

            17.16.2.2. By Component

            17.16.2.3. By Vertical

    17.17. Turkey Market Analysis

        17.17.1. Value Proportion Analysis by Market Taxonomy

        17.17.2. Value & Analysis and Forecast by Market Taxonomy, 2015 to 2032

            17.17.2.1. By Deployment Type

            17.17.2.2. By Component

            17.17.2.3. By Vertical

        17.17.3. Competition Landscape and Player Concentration in the Country

18. Market Structure Analysis

    18.1. Market Analysis by Tier of Companies

    18.2. Market Concentration

    18.3. Market Share Analysis of Top Players

    18.4. Market Presence Analysis

        18.4.1. By Regional footprint of Players

        18.4.2. Product footprint by Players

19. Competition Analysis

    19.1. Competition Dashboard

    19.2. Competition Benchmarking

    19.3. Competition Deep Dive

        19.3.1. IBM

            19.3.1.1. Overview

            19.3.1.2. Product Portfolio

            19.3.1.3. Sales Footprint

            19.3.1.4. Strategy Overview

        19.3.2. Google

        19.3.3. Microsoft

        19.3.4. Oracle

        19.3.5. SAP

        19.3.6. AWS

        19.3.7. Nuance Communications

        19.3.8. Avaya

        19.3.9. Haptik

        19.3.10. Artificial Solutions

20. Assumptions and Acronyms Used

21. Research Methodology

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