Firstsource and Cresta Partner to Accelerate AI-Powered Customer Experience Transformation
Mumbai/Sunnyvale | August 11, 2026: Firstsource Solutions Limited, a global intelligence partner and an RP-Sanjiv Goenka Group company, has announced a strategic partnership with Cresta, the leading customer experience AI platform. The alliance aims to deliver an integrated AI technology solution designed for enterprise customer experience transformation by combining Cresta's unified AI platform with Firstsource’s domain driven systems integration, operational AI expertise, and outcome measurement frameworks.This collaboration is structured around two key components. Cresta provides cutting-edge AI agents, comprehensive conversation intelligence, and agentic AI augmentation intended to elevate the customer experience during every interaction. Firstsource contributes domain-driven systems integration, production scale operations, and outcome measurement technology, creating an integrated AI capability that enterprises can deploy, measure, and continuously optimize. Together, the partnership aims to bridge the gap between technological capabilities and tangible business outcomes, allowing for rapid deployment with built-in accountability.
To operationalize this partnership, Firstsource has established a dedicated AI Center of Excellence, which will serve as the integration engine for Cresta and Firstsource deployments.
Ashish Chawla, Head, CX and Consulting at Firstsource, stated that "Intelligence That Operates isn't a tagline, it's a technology thesis." He added that his organization provides the layers necessary for AInative operations—including sensors that track how work is actually performed, organizational context to understand underlying actions, and a domain harness that defines what good looks like. "Cresta has built exceptional AI technology for real-time customer engagement. Together we are co-engineering a production-ready AI solution enterprises can deploy with confidence," Chawla said.
Alex Cramer, Chief Revenue Officer of Cresta, commented on the strategic move, stating that Firstsource is one of the world's leading providers of customer experience transformation expertise. "As enterprises implement agentic customer experience technology, this partnership will deliver both the AI platform and the implementation strategy that companies need to enhance every customer interaction," Cramer added.
The integrated solution developed by the two organizations will enable enterprises across the US, UK, Australia, and the Middle East to elevate their customer experience by accessing cutting-edge technology combined with deep operational expertise in a single offering.
About Firstsource Solutions Limited
Firstsource Solutions Limited is an RP-Sanjiv Goenka Group company and a global intelligence partner serving enterprises in healthcare, banking and financial services, communications, media, technology, retail, and utilities. With operations spanning the US, UK, India, Philippines, Mexico, Romania, Trinidad & Tobago, South Africa, and Australia, Firstsource leverages over twenty-five years of domain expertise to design, build, and operate intelligent enterprise operations. The company provides a full-stack engagement by unifying consulting, implementation, and operations, turning deep domain intelligence into an operational advantage for highly regulated industries.About Cresta
Cresta empowers companies to unlock the full potential of customer experience, transforming every conversation into a competitive advantage. Cresta's unified AI platform combines conversational AI agents, real-time human agent augmentation, and comprehensive conversation intelligence designed to drive revenue and efficiency gains across all communication channels.FSL Stock Price Movement
Firstsource Solutions Limited shares today slipped by 0.29% to settle at ₹279.6, closing marginally down from the previous day's close. The stock saw a trading volume of 2.25 million during the session, as it traded within an intraday range of ₹275.9 to ₹284.3.Disclaimer: Due care and diligence have been taken in compiling and presenting news and market-related content. However, errors or omissions may arise despite such efforts.
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