As someone who’s spoken with countless CX leaders over the years, I keep hearing the same frustration: “Our AI was supposed to make things better, but customers are more annoyed than ever.” If you’re nodding along, you’re not alone in wrestling with what the industry has come to call the “generic automation” problem.
Generic automation—those rigid, scripted chatbots and voice systems that follow predetermined paths regardless of customer context—has become the bane of modern customer experience. These systems force customers into narrow interaction channels, fail to understand nuance or emotion, and often escalate simple issues into complex problems. The result? Longer resolution times, frustrated customers, and CX teams spending more time fixing automated mistakes than they did handling the original inquiries.
The Hidden Costs of One-Size-Fits-All AI
The challenges run deeper than customer satisfaction scores. Generic automation creates operational inefficiencies that ripple throughout organizations. When AI systems can’t adapt to different customer types, product lines, or business contexts, they require extensive manual overrides and constant human intervention. CX teams find themselves managing technology instead of focusing on strategy and relationship building.
Moreover, these systems often operate in silos. A customer might receive one type of automated response through the contact center, a completely different experience via the company website, and yet another through sales channels. This fragmented approach undermines the cohesive experience that modern customers expect across all touchpoints.
Enter GRAIA: A Different Approach to AI-Driven CX
Three technology companies—Bulb Technologies, Geomant, and Buzzeasy—believe they’ve found a solution to this widespread challenge. Operating under the BOSQAR INVEST umbrella, they’ve launched GRAIA, an Agentic Contact Center as a Service (CCaaS) platform designed to address the limitations of generic automation.
Unlike traditional AI systems that follow predetermined scripts, GRAIA’s approach centers on Agentic AI—intelligent agents that can learn, adapt, and evolve based on individual customer interactions. The platform claims to deploy these agents across sales, service, and operational touchpoints, creating a more unified customer experience.
“We aren’t just joining the AI category, we are redefining it,”
said Marko Martinovic, CEO of the GRAIA initiative. “GRAIA is not another AI product, it is a reinvention of how customer experiences are delivered. We are moving beyond simple automation.”
What Sets This Platform Apart
GRAIA’s key differentiator lies in its proprietary intellectual property. Rather than licensing third-party AI components, the platform uses technology developed in-house across the three founding companies. This approach gives GRAIA control over customization and adaptation—two areas where generic automation typically falls short.
The platform also emphasizes what it calls “empathy-driven growth,” positioning itself as an alternative to purely efficiency-focused automation. The name GRAIA derives from the Croatian word “graja,” meaning a multitude of voices united as one—reflecting the platform’s goal of harmonizing diverse customer interactions rather than forcing them into rigid categories.
Addressing Revenue Impact
Beyond operational improvements, GRAIA claims to offer measurable revenue growth through more personalized customer experiences. This addresses another common frustration with generic automation: while it may reduce costs, it often fails to drive meaningful business outcomes or customer loyalty.
The platform’s ability to operate across multiple channels—from traditional contact centers to digital touchpoints—suggests it could help organizations create more cohesive customer journeys. For CX teams struggling to justify AI investments based solely on cost savings, this revenue-focused approach could provide a more compelling business case.
Market Context and Backing
The launch comes with significant financial backing from BOSQAR INVEST, which has acquired 84 companies since 2016 and operates across 20 countries. The combined organization employs approximately 250 people across Hungary, Croatia, Romania, the United States, the United Kingdom, Serbia, and Germany.
This international presence could prove crucial for addressing one of generic automation’s biggest weaknesses: its inability to adapt to different cultural contexts and regional customer expectations. A platform developed with global diversity in mind from the outset may have advantages over solutions that expand internationally as an afterthought.
The Broader Industry Challenge
GRAIA’s launch reflects a growing recognition within the CX industry that first-generation AI automation has created as many problems as it solved. While these systems succeeded in handling simple, repetitive tasks, they’ve struggled with the nuanced, contextual interactions that define exceptional customer experience.
The question facing CX leaders isn’t whether to use AI—that ship has sailed. Instead, it’s about finding AI solutions that enhance rather than constrain the customer experience. For organizations ready to move beyond generic automation toward more adaptive, context-aware systems, platforms like GRAIA represent the next evolution in customer experience technology.
Whether this particular solution lives up to its promises remains to be seen, but its emergence signals an important shift in how the industry thinks about the role of AI in customer relationships. In a world where customers increasingly expect personalized, empathetic interactions, the era of one-size-fits-all automation may finally be drawing to a close.
