On May 12, 2026, the 15th National Contact Centre Conference (NCCC) brought together Malaysia’s leading voices in customer experience, contact centre operations, and technology innovation under one roof. Themed “Building with Purpose”, this year’s conference was a timely reminder that transformation in the contact centre space must go beyond speed and efficiency; it must be intentional, human-centric, and built to last.
Nubitel was proud to participate as a Silver Sponsor, with our Chief Growth Officer, Dang Tin Wai, joining the panel discussion “AI with Purpose: Responsible Automation in Contact Centre” alongside fellow industry leaders. The session explored how organisations can adopt AI responsibly while delivering meaningful outcomes for both businesses and customers.
The importance of intentional AI implementation
Before any organisation deploys AI, the “why” must be clearly defined. Implementing AI without a clear purpose often leads to disconnected strategies and underwhelming outcomes. The most successful AI initiatives begin with a specific operational challenge – whether it is reducing contact volume, improving first-contact resolution, or enhancing the agent experience.
Purpose-driven implementation remains the foundation of sustainable AI adoption.
Training AI effectively starts with data
A major focus of the discussion was what it truly takes to train AI effectively. This goes beyond deploying models or tools; it requires a strong knowledge base, clean and structured data, and a clear understanding of the underlying architecture supporting the implementation.
Whether organisations are leveraging APIs, enterprise-approved datasets, or internal knowledge repositories, the message was clear: the quality of AI depends heavily on the quality of the data, governance, and intent behind it.
AI as a driver of operational efficiency
One of the clearest business outcomes of AI in contact centres is its ability to manage and deflect repetitive contact volume, allowing human agents to focus on more complex and high-value interactions.
When implemented strategically, AI can deliver measurable ROI through reduced handling time, improved operational efficiency, and more streamlined customer engagement processes.
Giving AI agents more natural, human-like voices
Voice AI also emerged as a key discussion point, particularly around Automatic Speech Recognition (ASR) and Text-to-Speech (TTS) capabilities.
As customer expectations continue to rise, natural and contextually appropriate interactions are becoming increasingly important. Customers disengage quickly when AI sounds robotic or lacks conversational relevance. The discussion reinforced that continuous human correction, live interaction feedback loops, and ongoing optimisation are essential to creating AI experiences that feel more natural, responsive, and human.
Understanding AI readiness in contact centres
The discussion also explored where organisations currently stand in their AI readiness journey.
Key considerations included building secure and approved internal data environments, evaluating hosted cloud infrastructure for greater control and flexibility, and identifying practical, high-impact entry points for AI implementation across both customer-facing and agent-facing operations.
Rather than pursuing AI for the sake of innovation alone, organisations are increasingly focused on scalable and manageable adoption strategies.
AI still requires human oversight
When the topic of AI limitations was raised, the discussion remained grounded and pragmatic.
AI is a powerful enabler, but it is not self-sustaining. Human oversight, ongoing calibration, live interaction learning, and continuous refinement remain critical to ensuring AI operates responsibly and effectively. Responsible automation is not achieved through deployment alone; it is maintained through continuous improvement and governance.
Showcasing Purposeful AI-powered Customer Engagement in Action
Nubitel also brought these conversations to life by showcasing how purposeful AI can be applied across real contact centre environments through a connected customer engagement ecosystem.
Visitors explored how Nubitel AI Agent helps automate customer interactions intelligently, while AI Agent Assist supports agents in real time with faster access to relevant information and guidance.
We also demonstrated how the Nubitel Knowledge Management System helps organisations centralise and deliver accurate information consistently across every interaction, while Conversation Analytics transforms conversations into actionable operational and customer insights.
Another highlight was Nubitel Voice Hub, showcasing natural, personalised corporate voice signatures designed to create more human, engaging, and brand-consistent AI-powered voice experiences.
Together, these solutions demonstrated how organisations can improve responsiveness, service consistency, operational efficiency, and customer engagement, while keeping the human experience at the centre of every interaction.
We were also pleased to showcase solutions alongside our strategic partner, Truecaller, demonstrating how organisations can improve answer rates, build caller trust through verified identities, and deliver more transparent customer interactions, amplifying the impact of every call within our AI-driven CX ecosystem.
Continuing the Journey Toward Purposeful AI
NCCC 2026 reinforced a clear shift across the industry: organisations are no longer asking whether AI should be adopted, but how it can be implemented responsibly, effectively, and with long-term purpose.
At Nubitel, we believe the future of customer engagement lies in combining the intelligence and efficiency of AI with the human understanding that great service still depends on. As contact centres continue to evolve, we remain committed to driving practical, meaningful, and responsible innovation that delivers real impact for both businesses and customers.
We are grateful to the Contact Centre Association of Malaysia (CCAM) for organising such a meaningful platform, and to our fellow panelists, partners, and attendees for the insightful conversations and shared perspectives throughout the event.
The journey toward more purposeful, human-centric AI in contact centres is only just beginning, and Nubitel is proud to be part of shaping what comes next.
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