Deploying conversational AI with purpose.

In this VUX World discussion, Kane Simms and Martin Cross, President at Connect, discuss a common challenge many businesses are facing when deploying AI technology. Deployment without proper design or context.

Watch the full discussion to learn more about thoughtful AI design:

Martin advocates that future AI success depends on context management and context engineering by using session, journey, and user data to personalise interactions. AI must leverage information from CRM systems, voice recordings, and other data sources to anticipate customer needs and guide conversations in a natural manner. 
 
The acquisition of Elerian strengthens Connect’s expertise in this holistic approach to conversational AI, where data, design, and technology converge to create intelligent, empathetic, and context-aware customer experiences. The strategic move solidifies Connect’s world-class expertise and position as a known, leading organisation in the industry.
 
Elerian has impressive expertise in using voice recordings as training data to fine-tune AI models for specific businesses. These recordings contain dialects, terminology, and examples of successful interactions that can train small language models to improve accuracy, recognition, and personalisation, especially valuable for complex environments like contact centres.

Martin emphasises that through this, AI can be designed, not just deployed. Businesses should start small, use data to identify real problems, and iteratively improve through testing and refinement. Generative AI should free up designers to focus on personalisation, not replace design altogether. 
 
True “agentic AI” involves systems that understand context, manage full processes, and act independently. Far beyond FAQ chatbots. By combining automation, data integration, and thoughtful design, companies can create seamless experiences that drive customer satisfaction and loyalty.  Ultimately, AI’s future success will depend not on how quickly it’s deployed, but on how thoughtfully it’s designed. By focusing on context, data, and continuous refinement, businesses can move beyond surface-level automation to create intelligent, human-like interactions that truly understand and serve customers. Connect’s integration of Elerian marks a pivotal step toward this vision, proving that when design, data, and technology work together, AI can deliver meaningful, empathetic, and lasting customer experiences.

As Martin notes, the next era of AI isn’t just about smarter tools. It’s about smarter application.