News
The Gist
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New AI assistants. Kustomer launches automation and observability assistants for customer experience teams.
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Integrated platform insights. Tools offer real-time workflow and AI behavior analysis within Kustomer's unified platform.
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CX leader empowerment. CX leaders gain improved visibility and operational control, enabling more confident scaling of automation and AI.
Kustomer expanded its AI-native CX platform Dec. 4 with new automation and observability assistants designed to help enterprises manage the complexity of scaling automated customer service.
The automation assistant analyzes deterministic logic across workflows, rules and routing paths to identify redundancies and conflicts. The observability assistant examines AI agent behavior, providing explanations for decisions and troubleshooting guidance.
Both tools operate within Kustomer's unified data model. Company officials said the integration offers real-time insights across the entire customer experience operation, addressing challenges that emerge as organizations scale AI deployments.
Table of Contents
- Kustomer: Recent Developments
- Industry Context: AI Orchestration Matures
- Intelligent Tooling to Handle Complexities
- Expansion of Kustomer’s AI-Native Platform
- Kustomer Background
Kustomer: Recent Developments
Kustomer has been busy in the second half of 2025. Kustomer secured $30 million in Series B funding in August 2025. Norwest led the round, with participation from Battery Ventures, Redpoint Ventures and Boldstart Ventures. The capital supports the company's AI product roadmap.
The company announced a new generation of its customer experience platform Oct. 14. This update embedded AI throughout the architecture, transitioning from a unified CX platform to an AI-native system.
Key features of the platform include:
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Unified data foundation enabling AI to connect conversations and context across touchpoints
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Integrated AI assistants that handle search, workflows and agent tasks contextually
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Embedded intelligence woven into every workflow rather than layered on top
Related Article: Inside CX Now: How Kustomer's AI-Native Breakthrough Highlights Enterprise Readiness
Industry Context: AI Orchestration Matures
Enterprise adoption of AI-powered assistants has reached significant milestones. This represents a shift from point solutions to comprehensive AI orchestration. Organizations are consolidating vendors to unify data and workflows. This addresses the "frankenstack" problem of disconnected tools creating siloed interactions.
Managing complex workflows requires orchestration beyond basic automation. This approach addresses the challenge of siloed data creating disconnected interactions.
Organizations deploying AI in customer operations report cross-functional improvements in retention and resolution. However, CX leaders consistently identify data quality and ethical AI implementation as key success factors.
Intelligent Tooling to Handle Complexities
As automation strategies mature and AI adoption accelerates, teams need intelligent tooling to manage increasing complexity. This assistant analyzes your entire automation setup in seconds, detecting conflicts, surfacing optimization opportunities, and helping maintain best practices. It's the kind of AI capability that becomes more valuable as you scale.
- Jeremy Suriel, chief technology officer
Kustomer
Expansion of Kustomer’s AI-Native Platform
Kustomer’s latest releases extend the company’s push toward an AI-native CX architecture, adding intelligence across design, automation, execution and analysis. With the introduction of its automation and observability assistants, the platform now includes a total of six AI assistants, all built natively into the system and available at no additional cost.
Full Portfolio of AI Assistants
The table below outlines all six assistants built natively into the Kustomer platform.
| Assistant | Primary Function |
|---|---|
| AI automation assistant | Analyzes and optimizes workflows, rules, queues and routing paths. |
| AI observability assistant | Reviews execution traces post-deployment and identifies root causes of errors. |
| AI knowledge base assistant | Converts static content into a self-improving knowledge layer for customers and agents. |
| AI agent team assistant | Centralizes oversight of AI agent structure and performance. |
| AI workflow assistant | Builds workflows automatically using generative AI. |
| AI search assistant | Improves search accuracy and relevance with conversational AI. |
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Kustomer officials said the assistants operate natively on the company’s unified data model, reducing the need for separate integrations or third-party orchestration tools. The expansion reflects a broader industry shift toward AI orchestration, where enterprises seek consolidated tooling to handle increasingly complex customer interactions.
Inside the New Assistants
The automation and observability assistants introduce structured intelligence to areas CX teams have historically struggled to scale—logic auditing, workflow visibility and AI behavior debugging.
AI Automation Assistant: Key Capabilities
- Cross-product automation analysis: Maps workflows, business rules, routing paths and queue logic, giving leaders a clear view of what’s running and why.
- Conflict and redundancy detection: Surfaces unreachable paths, dead ends, bloat and logic drift.
- Actionable recommendations: Suggests fixes to simplify routing and reduce failures.
- Unified, AI-native foundation: Runs on Kustomer’s orchestration engine for consistency across teams and products.
AI Observability Assistant: Key Capabilities
- Agent trace analysis: Summarizes AI agent reasoning, decisions, tool calls and knowledge sources in natural language.
- Root-cause identification: Flags ambiguous instructions, missing context, incorrect knowledge selection or poor tool usage.
- Recommended next steps: Provides corrective guidance before issues affect customers.
- Governance and control: Admin-only visibility spanning AI for Reps and AI Agents for Customers to reduce operational risk.
Kustomer's Projected Impact for CX Leaders
- Improve visibility into the logic, routing and AI behaviors driving customer outcomes.
- Cut hours of rules mining and AI debugging down to minutes with guided insights.
- Increase routing accuracy, speed resolution and accelerate onboarding for admins.
- Boost AI consistency while reducing operational risk, improving CSAT and lowering handle time.
Kustomer continues to position its platform as an AI-native alternative to traditional CX tools, embedding intelligence across workflows rather than layering it on top.
Kustomer Background
Kustomer, founded in 2015, targets mid-market to enterprise consumer-facing brands seeking to modernize customer service operations. The company offers a cloud-based CRM and experience platform that centralizes customer data and omnichannel interactions.
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