Atento and Omilia Forge Strategic Partnership to Drive the Next Wave of Conversational AI

Industry leader in the CX space, Atento, and conversational artificial intelligence innovator, Omilia, recently made a joint announcement about their partnership that would work towards furthering the adoption of next-generation conversational artificial intelligence in the global market. This move further enhances the offerings of Atento and boosts their “agentic” artificial intelligence features, which allow virtual agents to not only understand but learn and respond.

This is a huge step ahead for enterprise automation and personalization and has immense implications for how customer engagement, digital marketing, and enterprises as a whole will shape up, particularly as it pertains to B2Bs.

The Partnership: Strengthening Conversational AI Capabilities

Under the agreement, Atento and Omilia will integrate cutting-edge conversational and agentic AI technologies into Atento’s existing customer experience management (CXM) and business transformation outsourcing (BTO) services. The combined solution will extend Atento’s AI stack—structured around AI Advance Insights, AI Agent Assist, and AI Agent—with Omilia’s advanced natural language understanding and autonomous learning capabilities.

These are intelligent virtual agents used for complex interactions on both digital and voice channels. They will be core in ensuring businesses deliver more natural, personalized, and efficient engagement at scale, while shrinking manual workload, operational friction, and response times.

The partnership also covers joint go-to-market initiatives across the United States, EMEA, and Latin America-a clear indicator of joint push towards wider commercial adoption.

Also Read: NiCE launches local dedicated CXone Mpower Instance in South Africa

Why This Matters for B2B Marketing & Advertising

At first glance this might seem like a technology announcement for contact centers and customer service teams—but the implications ripple through strategic B2B marketing and advertising in several important ways.

Personalization at Scale Becomes Real

Marketers have been pursuing true personalization—successfully tailoring messaging, experiences, or offers based on real-time intent, not just on static segments. Agentic AI enables real-time conversation-based experiences tailored to the intent of the users. This results in:

• B2B buyers can interact with a brand in an organic conversation as opposed to forms and predetermined journeys.
• The context and the offers can be provided based on what the buyer actually requests or wants compared to the inferred behavior.
• A tremendous amount of customer information is gathered through the conversations and is utilized in marketing automation and predictive analytical tools.

For marketing executives, this represents a paradigm shift in going from rules-based automated processes to engaged loops—very important in B2B marketing streams involving several touch points.

Intelligent Lead Qualification and Nurturing

With Omilia’s technology, conversational AI agents don’t just respond, they reason. This enables a new tier of lead qualification in which:

• AI bots ask relevant questions, assess intent, and qualify prospects before handing over to sales.
• This enables B2B marketers to automate nurturing paths using conversational logic, hence reducing drop-off.
• Data from these engagements feeds CRMs and marketing platforms with clean, contextual data.

Having lead quality often cited as a top marketing challenge, conversational AI can convert engagement into measurable pipeline influence.

Omni-Channel Engagement without Silos

B2B buyers interact through email, chat, voice, and self-service portals. Historically, these channels lived in silos. Omilia’s conversational platform unifies interaction logic across channels. In other words:

• A campaign started via email or SMS can go on through conversational AI on website chat or voice with no loss of context.
• Seamless cross-channel experiences boost brand perception and reduce bounce rates-a key KPI for digital marketers.
• It means that attribution models become more granular as AI logs behavior across channels in an integrated way.

For advertising and marketing teams, this means more coherent multi-touch attribution to better inform budget allocation.

Broader Business Impacts

Enhanced Operational Efficiency

Apart from marketing, scaling the automation of complex interactions lessens the need for manual service, which is very costly. Agentic AI minimizes the Average Handling Time, lets humans handle value-added work, and enables the company to get cost savings.

Deeper Analytics and Business Intelligence

Unsolicited or solicited, conversational interactions are a gold mine of intent data. If captured and interpreted, such dialogues reveal a lot about customer pain points, purchasing triggers, and competitive signals-stimuli needed for sales strategies, as well as product development.

Competitive Differentiation in a Crowded Market

With true conversational AI—especially of the variety that enables autonomous learning—companies can create points of differentiation not just in technology, but also in customer experience. In B2B markets, with long cycles and complex buying decisions, the ability to engage, educate, and guide buyers through dialogue presents an advantageous competitive differentiator.

What’s Next?

“The Atento-Omilia partnership marks a larger movement: AI is ceasing to be a specialty solution—it is going to be a backbone for customer engagement, marketing, and operations.” A trend is expected to emerge as a result of B2B companies beginning to use Agentic AI, namely that:

• More AI-powered insights flowing back to the automated systems.
• More alignment between CX technology infrastructure and marketing technology infrastructure.
• New key performance indicators focused on the outcome of conversational engagement.

For those involved in B2B marketing and advertising, there is no doubt about what is required: adoption of conversational AI not only in terms of service functionality but as a fundamental engagement platform for transforming customer acquisition, conversion, and retention.