Avaya has announced its decision to partner with avatarin to extend AI-powered CX beyond traditional contact centers and digital channels into physical environments.
By combining Avaya’s CX platform with avatarin’s AI and robotics technologies, the companies aim to create a unified intelligence layer that connects service touchpoints.
For CX leaders, this partnership represents a shift toward a connected ecosystem where AI and humans can collaborate across both digital and physical experiences.
Marylou Maco, Chief Revenue and Customer Experience Officer at Avaya, explains how Avaya is positioning its platform as a foundation for connected, context-aware AI-driven CX.
“Avaya Infinity was built for an AI-first enterprise environment where customer experience must be connected, contextual, and trusted,” she said.
“avatarin is showing how these capabilities can extend beyond the contact center into real-world environments and we are thrilled to be doing this work together to define what those experiences can become when agentic AI, physical AI and people work as one system.”
The Digital And Physical Gaps
While many organizations have deployed AI in digital channels, customers still frequently need help in physical stores, airports, government offices, service desks, and other real-world environments.
This requires solving channel fragmentation by eliminating the handoffs by creating a shared intelligence layer that follows a customer across different environments.
For example, a customer may start on a website, continue in a chat, call a contact center, and then visit a physical location.
When each touchpoint operates separately, customers often have to repeat information and leave employees without context.
On top of this, the challenge becomes even greater as businesses introduce AI into more customer-facing experiences, deploying chatbots, virtual assistants, and AI-powered contact center tools centered on the digital environments.
When customers enter a physical location, the context from earlier interactions may not follow them, creating a disconnect between the two experiences rather than a single, coordinated service provider.
A Connected Service Ecosystem
To ensure disconnected journeys are unified, Avaya and avatarin are creating a single CX platform that connects digital, human, and physical service interactions into one ecosystem.
The partnership aims to eliminate these gaps by ensuring that interaction history and intent can follow customers wherever they choose to interact with an organization.
This will involve combining Avaya’s Avaya Infinity CX platform with avatarin’s One Intelligence platform and physical AI technologies to connect AI assistants, agents, kiosks, signage, service desks, and in-person employees to operate from a shared source of customer intelligence.
Avaya Infinity will serve as the orchestration and customer engagement layer by managing interactions across voice and digital channels, whilst avatarin will contribute AI-powered robotics, autonomous agents, remote-presence technologies, and physical-world interaction capabilities.
To avoid customer repetition, the partnership will create a continuous flow of context across touchpoints using technologies such as the MCP to help preserve and share context between AI systems and service channels.
This will enable conversations that start with a chatbot to continue with a contact center agent and later move into a physical location without losing interaction history.
By supporting environments where digital and physical experiences intersect, this will enable AI agents and human employees to collaborate as part of a single service network.
Akira Fukabori, CEO of avatarin Inc, argues that the future of CX is a unified intelligence layer that connects AI and human expertise across every customer touchpoint.
“One Intelligence™ is our vision for transforming every customer and operational touchpoint into a new problem-solving interface,” he said.
“With Avaya Infinity, we can connect agentic AI, physical AI and human expertise across the enterprise.
“Our goal is not to replace people, but to give every company a unified intelligence layer that helps customers and employees receive the right support at the right moment, wherever they are.”
The Shift To Unified CX
For CX, the partnership shifts from channel management to experience orchestration, where experiences stop being organized around separate systems and instead become a connected layer where environments and agents share context in real time.
As a result, this makes it possible for interactions to continue without restarting, enabling decisions to be coordinated across digital and physical touchpoints.
For customers, this unified platform ensures continuity, as interaction information follows the customer at every step, reducing friction by removing the need to re-explain problems or navigate disconnected service channels.
For CX leaders, this partnership signals away from more standalone tools, as the focus shifts to integration across AI agents, platforms, and physical infrastructure.
For organizations, this points toward a model where AI coordinates interactions across every touchpoint while humans remain central to resolution and judgment.
