In a move that underscores the growing sophistication of AI implementations in customer experience, Afiniti has partnered with Five9 to integrate its AI Pairing technology into the Five9 Intelligent Cloud Contact Center.
To boost efficiency and improve service without putting AI directly in front of customers, some companies are quietly using it behind the scenes. This is where Afiniti comes in. When a customer calls a contact center, AI Pairing quietly analyzes behavioral and contextual data, like personality traits, communication styles, and even past interaction patterns, to figure out in real time which available service agent is most likely to handle that specific caller successfully.
If that sounds like matchmaking for call centers, that’s basically what it is.
The aim is smoother interactions, higher satisfaction rates, and stronger outcomes without the customer feeling like they’re “talking to a robot.”
Afiniti’s approach sidesteps that problem by keeping the AI out of the spotlight. The technology doesn’t replace human interaction; it enhances it. The customer still gets to speak with a live agent, just one who’s statistically more likely to connect with them on a human level.
Five9 customers can now access AI Pairing directly through the Five9 Intelligent CX Platform, or via the Five9 Marketplace, which allows them to deploy its capabilities within existing operations.
“By combining our AI-driven capabilities with the power of the Five9 Intelligent CX Platform, we are enabling enterprises to deliver smarter, more personalized customer experiences that drive measurable improvements to both revenue and operational performance,” said Eyal Brami, VP of Partnerships at Afiniti.
Unlocking Value with AI Behind the Scenes
The partnership reflects a broader shift in how organizations are thinking about AI in customer service. Rather than focusing solely on automation that can sometimes alienate customers, enterprises that are having success with AI tend to be those using it as a silent enabler, helping humans perform better.
It’s no secret that customers can be wary of AI. Chatbots that can’t answer questions and voice systems that misunderstand requests have made some people resistant to the idea of AI in customer service.
Surveys show that a vast majority of customers still prefer speaking with a human agent, especially when dealing with complex or emotionally charged issues. Many feel frustrated when they realize they’re interacting with a chatbot or an automated voice assistant. And if they are connected to an AI agent, they want it to be disclosed.
This kind of background AI, which operates quietly to support humans rather than replace them, is gaining traction. Instead of trying to make AI the star of the show, companies are finding value in letting it take on invisible, data-heavy tasks that make human service better.
In this way, organizations can use AI to enhance decision-making and increase efficiency while limiting customer frustration, maintaining the trust and empathy that define good service.
Afiniti says its patented AI Pairing technology has delivered more than $2.2BN in incremental annual value for global enterprises in industries like telecom, finance and healthcare.
The partnership with Five9 highlights a shift in how enterprises are thinking about AI, to enable satisfying interactions without customers realizing AI was involved.
