Afiniti has announced a strategic partnership with Five9 to integrate its AI Pairing technology into the Five9 Intelligent Cloud Contact Center, bringing smarter, more personalized customer-agent matches to enterprises.

What the Partnership Delivers

• The collaboration gives Five9 customers direct access to Afiniti’s AI Pairing technology, leveraging behavioural and contextual data to connect callers with the agents best suited to deliver positive outcomes (higher satisfaction, stronger conversion, improved first-contact resolution).

• Afiniti’s solution is available via the Five9 Marketplace, enabling streamlined deployment and integration into existing Five9 environments.

• By embedding these capabilities, enterprises gain a unified platform where AI isn’t just a nice-to-have, but a built-in mechanism to optimize agent matching, performance and customer experience at scale.

Why This Matters for Contact Centres & CX

Enhanced Customer Journeys
Matching the right agent to the right customer at the right time can significantly boost satisfaction, reduce handle time and increase conversion rates. The partnership emphasises that AI can support human agents rather than replace them optimising interactions quietly and efficiently.

Agent Performance and Productivity
With better matching, agents spend less time dealing with mismatches, escalations or repeat calls. This elevates productivity, boosts morale and allows teams to scale with consistent quality.

Unified Technology Ecosystem
By making Afiniti’s AI capabilities available through the Five9 platform and marketplace, organisations avoid the fragmentation of multiple point-solutions and benefit from tighter integration, faster time-to-value and simpler deployment.

Scalability and Measurable Impact
Afiniti reports that its technology has generated over US$2.2 billion in incremental annual value for clients across industries. For Five9 users, this means the potential to derive measurable business outcomes not just improved CX, but also operational and financial upside.

Strategic Considerations for Deployment

• Ensure your existing Five9 architecture includes integrations and readiness for marketplace offerings; partnerships like this depend on clean deployment and alignment of agent/interaction data flows.

• Review your contact-centre metrics and define what “right-agent matching” means for your operation whether it’s higher upsell conversion, fewer transfers, improved NPS or faster resolution.

• Foster change management and training for agents and supervisors so they understand how AI matching works and how to optimize their performance within the new framework.

• Monitor performance: Treat this as a measurable initiative. Set baseline KPIs (e.g., first-contact resolution, conversion rates, handle time) and use dashboards to track improvements post-deployment.

• Maintain customer trust: While agents are matched more intelligently, transparency and privacy must remain top priorities customers should feel supported, not “scored” or mis-routed.

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