{"id":30505,"date":"2025-10-06T17:25:43","date_gmt":"2025-10-06T15:25:43","guid":{"rendered":"https:\/\/pegamento.nl\/niet-gecategoriseerd\/mcp-and-ai-the-silent-revolution-in-customer-contact\/"},"modified":"2026-06-04T09:51:43","modified_gmt":"2026-06-04T07:51:43","slug":"mcp-and-ai-the-silent-revolution-in-customer-contact","status":"publish","type":"post","link":"https:\/\/pegamento.nl\/en\/contact-center\/mcp-and-ai-the-silent-revolution-in-customer-contact\/","title":{"rendered":"MCP and AI: the silent revolution in customer contact"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>What Sprinklr&#8217;s AI vision teaches us about the future of CX<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">The world of <a href=\"https:\/\/pegamento.nl\/en\/cx-solutions-2\/\">customer contact<\/a> is changing at lightning speed. Whereas AI was first used primarily for chatbots and self-service, we now see a shift to integrated intelligence across the entire customer journey. <\/p>\n\n<p class=\"wp-block-paragraph\">Yogin Patel, Vice President of AI Engineering at <a href=\"\/sprinklr\">Sprinklr<\/a>, emphasizes that AI adds real value only when technology, data and human insight come together. His vision of Model Context Protocol (MCP) shows how organizations can make customer experience smarter, more proactive and consistent. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>From separate tools to a single customer view<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">According to Patel, the biggest challenge for organizations lies not in technology, but in the fragmentation of data.<\/p>\n\n<p class=\"wp-block-paragraph\"><em>&#8220;Your customer information is scattered across countless systems: CRM, marketing, service, chat logs &#8230;,&#8221; <\/em>he says.<em> &#8220;AI can only really deliver value when all that context is available in one place.&#8221;<\/em><\/p>\n\n<p class=\"wp-block-paragraph\">That&#8217;s where MCP comes in. This protocol allows different AI systems and tools to communicate with each other and understand each other&#8217;s context. This eliminates the classic problem of integration between separate silos.  <\/p>\n\n<p class=\"wp-block-paragraph\"><em>&#8220;With MCP, system integration changes from a complex M\u00d7N problem to a simple M+N problem. Anyone can just plug in,&#8221;<\/em> Patel said.<\/p>\n\n<p class=\"wp-block-paragraph\">Patel uses a simple metaphor: suppose you have a toy robot that needs to learn to paint with a brush from another brand.<br\/>Instead of both manufacturers having to match their products, there will be a universal <em>connection box<\/em> that all robots and brushes can fit into.<\/p>\n\n<p class=\"wp-block-paragraph\">That connection box is MCP. The robot is the AI agent, and the brush is the tool or data set. Thanks to MCP, organizations can quickly connect their AI systems to internal data and processes, without costly custom integrations.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>What does MCP mean for marketers and CX managers?<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">For marketers and CX leaders, MCP means above all: contextual intelligence. <a href=\"https:\/\/pegamento.nl\/en\/agentic-ai\/\">AI agents<\/a> gain access to all relevant customer information, from marketing campaigns to service cases, and can take actions independently, such as:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Writing personalized emails based on actual customer data<\/li>\n\n\n\n<li>Create or escalate cases automatically<\/li>\n\n\n\n<li>Proactively contact in the event of malfunctions or complaints<\/li>\n\n\n\n<li>Making recommendations across multiple channels<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">Or as Patel puts it:<\/p>\n\n<p class=\"wp-block-paragraph\"><em>&#8220;The future of customer contact is proactive. Companies will identify problems before the customer calls.&#8221;<\/em><\/p>\n\n<p class=\"wp-block-paragraph\"><strong>From demo to reliable workflow<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">MCP takes AI out of the experimental realm of demos and pilots. It makes AI applications reliable, scalable and reusable within daily workflows. MCP servers provide standardized prompts, context and instructions, so employees don&#8217;t have to be prompt engineers themselves.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Sprinklr&#8217;s vision: AI with business value<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">At <a href=\"https:\/\/sprinklr.com\" target=\"_blank\" rel=\"noreferrer noopener\">Sprinklr<\/a>, MCP fits seamlessly into the broader vision: AI must be responsible, modular and valuable.<br\/>&#8220;Our ambition is to build AI that adapts to the context of every brand, every customer and every moment,&#8221; says Patel. &#8220;MCP helps make that scalable and secure.&#8221; <\/p>\n\n<p class=\"wp-block-paragraph\">Sprinklr is already applying the protocol in practice. For example, a telecom company is using MCP to link AI directly to customer profiles and billing data.<br\/>The result: 28% fewer calls thanks to smart self-service, with no loss of customer satisfaction. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>What does the future of MCP and AI bring?<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">According to Patel, we are moving toward a world where systems communicate not only with people but also with each other through AI. To that end, MCP becomes the connecting layer that allows information, context and actions to flow securely and structurally between tools, brands and users. <\/p>\n\n<p class=\"wp-block-paragraph\">The biggest challenge right now is in authentication and governance: how do you give AI controlled access to corporate data? But that, too, is developing rapidly. <\/p>\n\n<p class=\"wp-block-paragraph\"><em>&#8220;We are building a future where AI is not something you use, but something that works with you,&#8221;<\/em> Patel said.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>The Pegamento Vision<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">At Pegamento, we recognize this trend.  <strong>We too see that organizations looking to innovate customer contact need not only AI, but more importantly consistency.  <\/strong>The power of future-oriented CX lies in smartly connecting people, processes and technology. In this, MCP is not hype, but a step toward a new era of intelligent, context-driven customer interaction. And that is exactly the direction in which Pegamento, Sprinklr and many other CX leaders are moving: toward customer contact that is not only smarter, but also more human.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>In line with the EU AI Act<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">European AI legislation sets clear requirements for transparency, security and human control in the use of artificial intelligence. The application of Model Context Protocol fits this seamlessly. <\/p>\n\n<p class=\"wp-block-paragraph\">Thanks to MCP, AI systems work within a clear framework of governance and data security: every action is traceable to the right source, the context is explainable and humans always remain at the wheel. Thus, the vision of Sprinklr and of Pegamento fits perfectly within the principles of the EU AI Act:AI that is responsible, transparent and human-centered. <\/p>\n\n<p class=\"has-text-align-left wp-block-paragraph\"><strong>\ud83d\udcac Frequently asked question: Does AI personalization clash with the EU AI Act?<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">No, personalized emails, automated case handling and proactive service can be fully in line with the EU AI Act, provided they are responsibly designed.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">European regulations set four conditions:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Transparency: customers and employees need to be able to understand why AI is doing something.<\/li>\n\n\n\n<li>Consent and purpose limitation: data should only be used within the context of the customer relationship.<\/li>\n\n\n\n<li>Human control: employees always keep the last word.<\/li>\n\n\n\n<li>Data minimization and security: only relevant data is used, within secure boundaries.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">Thanks to MCP, these conditions are structurally secured: AI works contextually, transparently and within clear frameworks. This keeps personalization not only effective, but also ethical and legal. <\/p>\n\n<h2 class=\"wp-block-heading\">Do you have questions about the legal aspects of the EU AI ACT.  <br\/>Ask them us&#8230;<\/h2>\n\n<pre class=\"wp-block-code\"><code><\/code><\/pre>\n\n<hr class=\"wp-block-separator has-text-color has-white-color has-alpha-channel-opacity has-white-background-color has-background\"\/>\n\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script><script>hbspt.forms.create({\n    portalId: \"9343506\",\n    formId: \"b7249951-870a-4137-9485-b1e0714f32c4\",\n    region: \"na1\"\n  });\n<\/script>\n","protected":false},"excerpt":{"rendered":"<p>What Sprinklr&#8217;s AI vision teaches us about the future of CX The world of customer contact is changing at lightning speed. Whereas AI was first used primarily for chatbots and self-service, we now see a shift to integrated intelligence across the entire customer journey. Yogin Patel, Vice President of AI Engineering at Sprinklr, emphasizes that [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":30507,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[500],"tags":[549,531,615,620,618,545,541,573,624,621,623,625,550,619,616,617,507,626,622],"class_list":["post-30505","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contact-center","tag-ai","tag-ai-in-customer-contact","tag-artificial-intelligence","tag-automation","tag-contextual-intelligence","tag-customer-contact","tag-customer-experience","tag-cx","tag-cx-transformation","tag-data-integration","tag-digitization","tag-human-centered-technology","tag-innovation","tag-mcp","tag-model-context-protocol","tag-omnichannel","tag-pegamento","tag-proactive-service","tag-sprinklr"],"_links":{"self":[{"href":"https:\/\/pegamento.nl\/en\/wp-json\/wp\/v2\/posts\/30505","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pegamento.nl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pegamento.nl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pegamento.nl\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/pegamento.nl\/en\/wp-json\/wp\/v2\/comments?post=30505"}],"version-history":[{"count":1,"href":"https:\/\/pegamento.nl\/en\/wp-json\/wp\/v2\/posts\/30505\/revisions"}],"predecessor-version":[{"id":30511,"href":"https:\/\/pegamento.nl\/en\/wp-json\/wp\/v2\/posts\/30505\/revisions\/30511"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pegamento.nl\/en\/wp-json\/wp\/v2\/media\/30507"}],"wp:attachment":[{"href":"https:\/\/pegamento.nl\/en\/wp-json\/wp\/v2\/media?parent=30505"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pegamento.nl\/en\/wp-json\/wp\/v2\/categories?post=30505"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pegamento.nl\/en\/wp-json\/wp\/v2\/tags?post=30505"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}