Digital
Kore.ai dominates contact center preferences
Mumbai: Kore.ai, a leader in enterprise conversational and generative AI platform technology, has unveiled its annual 2024 Agent Experience (AX) and Customer Experience (CX) Benchmark Reports, featuring historic findings that indicate the increased global acceptance of automation and self-service solutions.
Kore.ai commissioned the research to shed light on the impact of intelligent virtual assistants (IVAs) and contact center AI solutions on customer interactions and agent job satisfaction. The reports show that, for the first time, customer service agents are prioritizing advanced AI technology and automated tools over competitive salaries and a fair work environment. Similarly, consumers are increasingly embracing AI, valuing its precision and reliability. A key factor in this shift is the IVAs’ ability to offer around-the-clock assistance and smoothly transition between tasks without requiring repetitive information, significantly enhancing consumer satisfaction and comfort levels.
Kore.ai and research partner Farrell Insights surveyed 1,200 customers and 600 agents across multiple regions including the Americas, UK, Germany, India, Japan, Philippines, and Australia, and in major industries like banking, retail, healthcare, travel, telecom, and others. The key findings are collated in the Kore.ai Agent Experience (AX) and Customer Experience (CX) Benchmark Reports 2024.
Key AX Findings Include:
● An Industry First: Tech Trumps Pay- Agents ranked three automated assistant functionalities– tools that help them better understand customer needs, reduce time spent on searches and minimize typing during call wrap-ups– higher than competitive salary and fair working conditions in terms of importance.
● Contact Centers are Lagging- 72% of agents express a strong desire for IVAs, but contact centers are lagging in implementation, with 62% of agents reporting a lack of AI use cases. Outdated systems also hinder productivity, with 91% of agents reporting technology-related frustrations.
● AI Education Boosts Satisfaction- Agents trained in AI report 92% job satisfaction and engagement levels compared to their non-trained counterparts (73%).
● Win-Win with IVAs- 71% of customer service agents view increased automated assistant usage for assessing and routing customer needs as mutually beneficial for both consumers and agents.
Key CX Findings Include:
● Customers Prioritize Accuracy and Efficiency Over Live Agent Access- For the first time, effectiveness and accuracy ranked more important than the ability to access a live agent. Additionally, 68% of customers believe that AI assistants’ ability to seamlessly carry and continue conversations across channels is important when it comes to great customer service interactions.
● Closing Gap between Automated and Live Agent Performance- In the US, there is only a 4% gap between the rating of IVA performance vs. expectations for live agents (72% vs 76%, respectively). In the APAC region, there is no difference in performance ratings.
● The Rise of IVAs Across Industries- Comfort with IVAs is growing across most sectors (travel, banking, retail, cable/telco/ISP) while healthcare sees direct human contact as crucial. Retail emerges as a standout sector with universal approval for AI-assisted customer service, especially in areas like product search (75% respondents reported interest) and purchasing (74%), highlighting broad trust in AI for both advisory and transactional roles.
● 24/7 Access Appeals to All- The allure of around-the-clock access to customer service is significant among consumers, with 77% noting this is a draw for automation and IVAs. Even Boomers are on board, with 68% recognizing the benefits of self-service’s constant access. Other key elements playing crucial roles in enhancing consumer acceptance include conversational voice and the assurance of secure communication for personal information, which enterprise-grade IVAs provide.
“Having monitored this sector for over a decade, this is the first time I’ve observed such a dramatic shift in agent preferences for automation over compensation,” said Farrell Insight president & chief strategist Michael Farrell. “As effectiveness, accuracy, security, ease of use, and trust increasingly become the top priorities for both agents and consumers, the method of achieving these results becomes secondary. Our research with Kore.ai indicates a watershed trend: people are leaning towards outcome-focused interactions in customer service, driven by their positive experiences with IVAs and contact center AI solutions.”
To improve customer experience, increase agent satisfaction, and optimize contact center performance, leveraging AI-powered solutions is essential for businesses to stay ahead of the curve.
“Our latest research shows increased engagement and satisfaction with AI solutions among agents and consumers,” said Kore.ai CEO Raj Koneru. “Adopting AI technologies in call centers not only enhances service quality for customers but also transforms agent roles by streamlining routine tasks and improving work conditions. We aim for this research to guide organizations looking to elevate their service interactions with AI-powered automation.”
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
