PwC and OpenAI Partner to Deploy Agentic AI in Customer Service

The collaboration centers on voice and digital agents powered by OpenAI’s multimodal APIs. These tools are designed to interpret complex customer intent and execute tasks autonomously, shifting the role of human staff toward high-stakes scenarios requiring empathy and nuanced judgment. According to Ian Kahn, a platform leader at PwC US, the goal is to create choreographed experiences that improve productivity while meeting rising consumer demand for seamless service.

To support this rollout, PwC has established a dedicated Center of Excellence, bringing together specialists in AI, engineering, and industry-specific domains. This hub aims to speed up the deployment of enterprise-ready applications, turning theoretical AI capabilities into measurable business metrics. Colleen Kapase, Vice President of Strategic Global Partnerships at OpenAI, noted that the partnership leverages PwC’s implementation experience to move beyond simple automation, focusing instead on embedding agentic AI directly into core business workflows to drive long-term growth.