Ross Jack, Director of Channel EMEA at Dialpad, believes the next phase of growth in cloud communications will be driven by AI that benefits every part of the ecosystem. In his view, the real opportunity lies in technology that improves outcomes for partners, end users, and customers simultaneously.
He points to Dialpad’s continued investment in AI to enhance service delivery rather than replace human expertise. The focus is on using intelligent tools to support agents, improve conversations and create more consistent customer experiences across voice and digital channels.
Empowering partners through practical AI innovation
Jack stresses that the channel remains central to Dialpad’s growth strategy, with more than 80 per cent of global business flowing through partners. This makes it essential that new AI capabilities are introduced in ways that partners can understand, adopt and translate into real customer value.
He sees agentic AI as a major step forward because it can interpret intent, evaluate options and act across different systems with minimal intervention. Rather than acting as a standalone feature, it becomes part of the core communications platform, giving partners a stronger foundation to build differentiated services.
Improving customer experience without removing the human touch
Jack is clear that AI in communications is not about replacing people. Instead, it is designed to assist agents by providing context, automation and real-time insights that make every interaction more effective. In customer-facing environments, this balance between automation and human oversight is critical to maintaining trust and service quality.
By resolving routine requests quickly and providing agents with relevant information, AI creates smoother customer experiences while freeing staff to focus on higher-value conversations. Jack believes this is where the phrase everyone wins becomes meaningful in practical terms.
Knowledge sharing is the key to successful adoption
Another priority for Jack is ensuring partners fully understand how to position and deploy emerging AI capabilities. He argues that consultative selling and deeper knowledge sharing will be essential as MSPs and resellers adapt to more complex CX led solutions.
Partners that understand customer pain points and operational pressures are better placed to show how AI can genuinely improve outcomes rather than simply add another layer of technology. This consultative approach strengthens long-term relationships and positions partners as trusted advisors rather than product resellers.
Aligning innovation with real business outcomes
Jack believes the success of AI-powered communications will ultimately be measured by tangible business impact. Better conversations, faster resolution times, and more informed decision-making all contribute to stronger customer satisfaction and improved operational performance.
When partners can clearly demonstrate these outcomes, they create a compelling value proposition that benefits every stakeholder. Customers receive better service, agents are supported rather than overwhelmed, and partners gain new opportunities to expand their role in the customer experience stack.
A shared success model for the next phase of CX
Looking ahead, Jack sees AI-driven communications as a unifying force across UCaaS and CCaaS markets. As interactions become more intelligent and contextual, the distinction between internal collaboration and external customer engagement will continue to blur.
In that environment, he believes collaboration between vendors and partners will determine how effectively organisations adopt and scale new capabilities. By focusing on practical enablement, clear outcomes, and strong partner relationships, Jack maintains that AI can deliver a model in which improved experiences and commercial success move in lockstep.
