Afiniti is drawing a clear line in the sand for enterprise AI in contact centers: if it doesn’t deliver measurable outcomes, it doesn’t matter.

The AI decisioning company today announced Outcome Orchestration, a new enterprise AI category designed to close the widening gap between narrowly focused AI tools and the real-world business results contact center operators actually need. The move positions Afiniti as an orchestration layer rather than another point solution in an already fragmented contact center technology stack.

The Problem With Contact Center AI Today

Over the past three years, contact centers have rapidly adopted AI—routing engines, analytics tools, copilots, and optimization platforms—often in isolation. According to Afiniti, that piecemeal adoption has created unintended consequences: disconnected decision-making, opaque performance, and limited visibility into cause-and-effect relationships between AI investments and business outcomes.

The result is AI that looks impressive in demos but fails to consistently move the metrics that matter, such as revenue, retention, or customer satisfaction.

Outcome Orchestration was built to address that disconnect with a simple premise: AI only has value if it measurably improves outcomes in production.

What Afiniti Means by Outcome Orchestration

Outcome Orchestration is Afiniti’s term for deploying AI as a unifying intelligence layer across contact center environments. Rather than replacing existing infrastructure, the platform operates alongside current tools—connecting data, decisioning, and workflows across people and systems.

The goal is to steer day-to-day operational decisions toward specific business outcomes defined by contact center leaders, whether that’s increased conversion, improved retention, or better agent performance.

“If AI does not prove its impact in production, it does not matter,” said Jerome Kapelus, CEO of Afiniti. “We empower contact center operators to predict change, dynamically adjust resources and priorities, and respond in real time to the uncertainty of daily operations.”

Built on a Model Proven at Enterprise Scale

While Outcome Orchestration is a new category, Afiniti isn’t starting from scratch.

The company’s patented Afiniti Pairing technology—best known for dynamically matching customers with the agents most likely to achieve a desired outcome—has already delivered more than $2.5 billion in measurable value for clients. That impact has been validated across contact centers of all sizes and platforms through continuous, production-level deployments.

Afiniti also reported 100 percent client retention in 2025, a rare metric in enterprise software and one the company attributes directly to its outcome-based operating model.

Expanding Beyond Pairing in 2026

Outcome Orchestration represents the foundation for Afiniti’s next phase of growth.

In 2026, the company plans to extend orchestration capabilities beyond customer-agent pairing to address a broader set of contact center decisioning challenges. These include agent experience optimization, routing decisions, and real-time operational intelligence—areas Afiniti says reflect persistent pain points observed across its customer base.

The expansion is framed as a responsible evolution rather than rapid feature sprawl, with a focus on solving operational problems already visible at scale.

Why Outcome Orchestration Matters

As enterprise buyers grow more skeptical of AI promises, platforms that can tie intelligence directly to outcomes are gaining traction. Afiniti’s approach reflects a broader industry shift away from isolated AI tools toward orchestration layers that coordinate decisions across complex environments.

By defining Outcome Orchestration as a category, Afiniti is betting that the future of contact center AI isn’t about adding more algorithms—but about ensuring the ones already in place actually work together to drive results.

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