One team, one model and shared accountability for every customer outcome
ASAPP, the AI customer experience company for the agentic enterprise, and Atain, an enterprise orchestration partner that aligns people, processes, and platforms with AI to deliver assured outcomes, today announced a strategic partnership to bring expert-in-the-loop AI customer service to global enterprises. The joint offering pairs ASAPP’s agentic AI and human-in-the-loop technology with Atain’s travel and hospitality experts, who decide which interactions AI should handle and when a human judgment is critical.
Agentic AI is changing the role of the human agent. Gartner reports that 85% of customer service leaders are expanding frontline agent responsibilities as AI shifts work toward higher-value tasks. Without industry expertise to guide AI, agents can be left with only the hardest requests, which slows resolution and strains service quality. Ownership is often split: vendors supply the AI, service providers supply the people, and no one is accountable for the result.
Through the partnership, ASAPP and Atain combine AI and human expertise in a single model, designed together from the start rather than assembled after the fact. ASAPP brings its enterprise AI platform and human-in-the-loop technology, which lets human agents guide AI in real time, along with deep experience in complex service industries. Atain brings global delivery capabilities and 28 years of operational experience with global clients, with deep domain expertise in airline, online travel agency and hospitality industries.
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“Atain has significant depth and expertise in travel, where customer service is tested at the worst possible moment: a canceled flight, a missed connection, or a family stranded overnight,” said Katie Stein, CEO at ASAPP. “We believe that, together, we bring a unique combination of agentic and human judgement to deliver the best possible outcome, combining the speed and scale or agentic with human ingenuity in those moments that truly matter!”
“For a traveler, outcomes are the true measure of customer service,” said John E. Thompson, CRO at Atain. “With this partnership, enterprises no longer get technology from one vendor and domain experts from another. They get one team, fully accountable for resolving every traveler’s issue and delivering assured outcomes.”
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The partnership reflects ASAPP’s approach of working with established service providers to bring agentic AI into industries where operational expertise matters as much as the technology. For travel and hospitality brands, that means AI built around how their operations actually run, backed by a team that knows them.
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