How AI and WebRTC Are Powering the Next Generation of Contact Centres

While customers still primarily rely on phone, email, or chat for inquiries, another emerging entry channel is real-time communication (RTC). More specifically, WebRTC, which enables browser-based communication, including video.

The video capability is becoming critical as more customers use it to interact with each other—and crucially with organisations—such as to open bank accounts, insurance consultations, doctor appointments, and more.

Video has also been increasing in popularity as a customer service tool. According to a recent report, 60% of call Centres have integrated video support to assist with complex issues.

With its incorporation of channels, including video, WebRTC is rapidly gaining traction in the contact Centre industry. Globally, the WebRTC market size was valued at more than $7 billion in 2024 and is expected to rise to $9.6 billion for 2025, and up to a whopping $94 billion by 2032.

WebRTC is often seen augmenting traditional routing applications, which typically rely on SIP and PSTN infrastructure for complex call routing and management. But its capabilities are extensive.

Beyond its primary use for browser-based communication, WebRTC calls can be routed with the same sophistication as traditional voice calls, including complex queuing and management. This flexibility allows WebRTC to handle a wide range of interactions, whether scheduled or ad hoc, making it a versatile component in modern communication strategies.

Above all, WebRTC excels at embedding real-time communications directly into the customer journey, thereby improving the customer experience (CX), including through the agents. This is why the share of contact Centres using it is increasing rapidly.

How WebRTC Enhances the Customer Journey

Here are a couple of examples of how WebRTC can help the customer journey:

• Agents can use it to more quickly resolve issues through screen sharing or co-browsing with customers while providing them with real-time visual guidance.
  • It can improve customer support by making it easier for remote contact Centre agents to work from anywhere using just a web browser. By doing so, it enables Centres to recruit and retain the best agents regardless of location (provided they have robust internet access).

Some of the other ways contact Centres can leverage WebRTC in day-to-day operations include:

• Browser-based calling. WebRTC enables direct audio and video communication within web browsers, eliminating the need for plugins or downloads. This allows customers to initiate calls directly from websites or web applications.
  • Click-to-call functionality. Integrating WebRTC with websites or CRM systems allows for seamless click-to-call functionality, connecting customers with agents instantly.
  • Video conferencing and collaboration. WebRTC facilitates video conferencing for customer support, enabling agents to provide visual assistance and build stronger rapport.
  • Omnichannel integration. WebRTC can be integrated with other communication channels, such as chat and social media, to create a unified omnichannel experience.

Preparing Contact Centres for WebRTC

While WebRTC offers many advancements, it also presents some challenges for contact Centre owners and managers.

For instance, contact Centre operators should be prepared to accommodate WebRTC’s performance needs, which depend on network connectivity, and that can vary. There may also be compatibility and consistency issues across different browsers and devices, which can impact performance.

Finally, implementation can be complex when integrating WebRTC with existing contact Centre infrastructure. Operators must also update security policies and procedures to ensure they are sufficient to protect sensitive customer data during WebRTC calls.

The AI + WebRTC Advantage

Meanwhile, another transformation in the contact Centre is the emergence of AI, which is now being used across a wide range of customer service functions, including WebRTC.

From harnessing natural language processing (NLP) and machine learning for enhancing agent productivity, to leveraging generative AI for enhancing CXs, AI is dramatically changing contact Centre infrastructure and processes—and it will continue to do so over the next decade.

With the right strategy, and, if needed, network enhancements, WebRTC and AI can help contact Centres deliver exceptional CXs.

As more contact Centres use increasingly robust AI-powered virtual assistants for routine inquiries and provide self-service options, more agents are freed up to resolve complex issues.

Furthermore, since AI can provide agents with real-time information and even predict customer needs, it is enabling the agent to be better prepared for the call. Research also found that 55% of contact Centres experience increased customer satisfaction after implementing AI.

When it comes to WebRTC specifically, AI boosts efficiency and effectiveness in various ways, particularly when it comes to providing agents with valuable insights that enable them to tailor their responses.

• AI algorithms can analyse customer data and context to route WebRTC calls to the most appropriate agents or departments. It’s already making an impact by facilitating real-time transcription and sentiment analysis for agents during WebRTC calls.
  • AI optimises audio and video quality in WebRTC calls, minimising disruptions and enhancing CX.

Smoother Transition to AI-Powered WebRTC

Contact Centre operators should aim to integrate WebRTC into a broader omnichannel strategy to create a unified CX and ensure that customer context is maintained across all channels.

Therefore, it is critical to ensure that the contact Centre network infrastructure is robust enough to support WebRTC’s real-time communication requirements. This means that increased investment in network monitoring and optimisation tools may be necessary.

Also important is ensuring that AI is used to enhance, not replace, human interactions in WebRTC sessions. The goal should be to empower agents with AI-powered assistance in ways that ultimately improve both customer service quality and overall efficiency.

For example, AI-powered tools can provide real-time assistance, automate routine tasks, and enhance the CX.

With the right strategy, and, if needed, network enhancements, WebRTC and AI can help contact Centres deliver exceptional CXs and drive business success by helping customers along their journeys.