"An organization without AI would be like a manual car in a traffic jam on the highway"
Nitzan Gutman, founder and CEO of Voicenter, was speaking at the Tech TLV conference.
“After 18 years in business communication solutions, I obviously have something to say about implementing AI in organizations,” said Nitzan Gutman, founder and CEO of Voicenter, at Calcalist’s Tech TLV conference held in collaboration with Leumi.
“Back when organizations needed a cloud-based PBX, we launched a telephony cloud that created ‘arms’ translating organizational needs into integrated systems,” Gutman explained. “We introduced services across many sectors, insurance, telecommunications, and we must remember that each field differs in organizational workflows, management requirements, and human capital. Through this, we learned a great deal about implementing AI in organizations. AI is a kind of brain, and we faced many challenges: developing models in Hebrew, delivering innovation in multiple languages, dealing with the war, and launching additional products. Eventually, we reached an alignment that strengthens organizations and, of course, delivers real value.”
Gutman stressed that technology itself is not the main obstacle. “Is technology the barrier? No. There are financial challenges, but sometimes we operate in ways that are not necessarily cost-effective. The key is making AI accessible to businesses while ensuring that solutions do not create hidden costs. In practice, there are several major barriers: the information, the managers and employees, human capital, and of course the tools and interfaces we create for them.”
He added, “From an AI perspective, without information to feed it, it is like a car without an engine. It must reflect the organization’s jargon and semantics. Today, the new gold is real, structured organizational information. This is what we do, we generate insights from every conversation. Providing managers with a knowledge interface that shows what is happening in the call center, maintaining a knowledge base, and activating tools such as sending an SMS, all these become additional instruments that help people work efficiently. This is not a chatbot, but agents built on language models that can activate tools and enrich both managers and employees.”
According to Gutman, “A manager without skills is like a driver without experience. Managers are the leaders of change, but employees are its agents. Imagine getting stuck in traffic on the Ayalon Highway, it would be like driving a manual car in a traffic jam in an automated world. These interfaces can recognize when a customer is angry and know how to send follow-up emails. All the behind-the-scenes complexity is handled by the platform. We are essentially increasing revenue across all business lines, reducing marketing expenses, and preventing workforce burnout.”
Gutman concluded with advice: “You need to identify the short-term tasks, choose a holistic solution, and encourage employees to use AI, because if they don’t exist in this world, they will find a company that does.”
