UJET and Broadvoice Bet the Call Center on Agentic AI

For twenty years, calling a company meant the same ritual: a menu you couldn't skip, a hold song you'd hum for days, and an agent who asked you to repeat the account number you'd already typed twice. In 2026, two vendors are trying to end that ritual - and they're doing it from opposite corners of the same room. UJET and Broadvoice both sell contact-center software. Both are now selling something that sounds like science fiction and reads, in their release notes, like plumbing: AI that can listen, understand, take action, and know when to hand you to a human.

The word everyone uses is "agentic." Strip the buzz and it means something concrete. Old contact-center AI answered questions. Agentic AI is supposed to do things - look up your order, process the refund, update the record, and pass the messy part to a person with the full history attached. That's the promise. The interesting part of 2026 is that UJET and Broadvoice are chasing it with genuinely different architectures, and the gap between them is a useful map of where customer experience is heading.

01Two bets, one war

UJET is the cloud-native one. Founded in 2015, it built its platform "CRM-first" - meaning the customer record, not the phone line, sits at the center. In 2026 it deepened a partnership with Google Cloud to deliver a managed, AI-powered contact center, and it put a name on its agentic layer: AXO, or Agentic Experience Orchestration, a persistent AI layer that unifies customer data and enterprise systems. The payoff showed up in July, when Info-Tech ranked UJET number one overall in its 2026 Midmarket CCaaS Data Quadrant.

Broadvoice comes at it from the other side. It's roughly twenty years old, born in business phone service, and it bought its way into the contact center with GoContact in 2021. In June 2026 it launched two features that show its hand: GoEngage, a voice AI that works speech-to-speech, and AI Analyst, which lets a contact-center manager ask operational questions in plain English instead of waiting for a dashboard to load.

02What "agentic" looks like in practice

The clearest way to see the difference is to follow a single call. Broadvoice's GoEngage skips the step most voice bots rely on. Instead of turning your speech into text, reasoning over the text, and converting a reply back to speech, it processes the audio directly. That means it can pick up tone, interruptions, and the natural pauses in how people actually talk - and when it can't help, it escalates to a human agent with the full interaction history attached.

UJET's answer lives one layer up. Rather than optimize the single call, AXO tries to make every system an agent might need - the CRM, the order history, the knowledge base - reachable from one place, so an agent (human or AI) never has to swivel-chair between a dozen browser tabs to resolve one issue. It's a quieter promise than a talking bot, but it targets the part of the job agents actually hate.

The future of customer experience isn't just AI that answers questions; it's AI that understands, acts, and advises. Gurdip Jande, Chief Product Officer, Broadvoice

03The scoreboard

Rankings are noisy, but Info-Tech's 2026 midmarket report is worth reading because the scores come from verified buyers, not analysts. UJET topped it with numbers that are hard to wave away.

Notice what pushed UJET to the top. It wasn't a headline AI feature. It was ease of implementation, usability, and support - the boring stuff that decides whether software actually gets used after the demo. That's the quiet lesson buried in the scoreboard: in a category flooded with AI promises, the vendor that removed friction won.

Broadvoice doesn't play in that exact ranking. It sells a broader bundle - business phone, unified communications, and contact center together - which makes it a different kind of purchase. For an organization that wants one vendor for the desk phone and the call queue, and an international footprint across Portugal, Spain, Morocco, Angola, and Colombia through GoContact, that breadth is the pitch.

04The part nobody says out loud

There's an obvious question hanging over all of this: does agentic AI mean fewer people wearing headsets? UJET's CEO, Vasili Triant, has been unusually direct about it. His framing is that AI won't replace agents - it'll rearrange the software stack so agents can solve problems without escalating or hunting through five systems. The line he keeps returning to is that AI should make agents "superheroes."

This recognition comes directly from the people responsible for delivering great customer experiences, validating our performance where the work is the hardest. Vasili Triant, CEO, UJET

It's a positioning choice as much as a technical one, and Broadvoice lands in the same place from its side. Jim Murphy, Broadvoice's CEO, frames the launch as helping businesses "answer more customer needs, understand what's happening across their operations, and deliver experiences at scale." Both are careful to keep the human in the loop - partly because it's true, and partly because "we replaced your staff" has never been a sellable pitch to the executive who still has to explain a botched refund to an angry board.

05So which one, and for whom

If you're a midmarket team that wants a modern contact center built around the customer record, with the highest verified buyer satisfaction in its class and Google Cloud underneath, UJET is the obvious shortlist entry. If you want one vendor for your phones, your unified comms, and your contact center - especially with customers spread across continents - Broadvoice and GoContact make more sense. They're not really competing for the same purchase order as often as the headlines suggest. They're competing for the same belief: that the call center is worth rebuilding, not retiring.

The most telling signal isn't any single feature. It's that a twenty-year-old telecom company and a Google Cloud-native upstart have converged on the same product idea in the same year. When the old guard and the new guard agree on where a category is going, the argument is basically over. The contact center is becoming a conversation engine - and the vendors are just arguing about which end of the wire to start from.

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