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Blog
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Building the Next-Generation Contact Centre with AI feat.AWS
2026.07.24
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The Next-Generation Contact Centre, Powered by AI | Woongjin Asia Originally published 18 April 2025 · Republished for Woongjin Asia, July 2026Woongjin Asia · Technology · AICCThe Next-Generation Contact Centre, Powered by AI
How Woongjin IT is transforming customer service operations with AI and AWS.The contact centre has long been one of the most resource-intensive functions in any enterprise. Managing call volumes, maintaining service quality, training agents, and extracting meaningful insight from thousands of daily interactions — all of this has traditionally required significant human effort. AI is changing that equation, and Woongjin IT has been building the solution to prove it.
Market ContextGenerative AI Investment Is Accelerating FastThe numbers make the case for acting now, not later.According to Gartner, global generative AI spending is projected to grow by 76.4% in 2025, approaching KRW 1,000 trillion (approximately USD 730 billion) worldwide. The service sector is at the centre of this investment wave. After surging 177% in 2024, generative AI spending in services is forecast to grow a further 162% in 2025.
This is not speculative growth. It reflects a fundamental shift in how enterprises view AI: not as a future capability to be explored, but as a present competitive tool to be deployed. The AICC market in particular has become one of the most actively contested spaces in enterprise IT, with both established players and emerging startups competing for position.
76.4%Projected growth in global generative AI spending in 2025Source: Gartner, April 2025162%Forecast growth in generative AI services spending in 2025Source: Gartner, April 202527+Years of contact centre operating experience behind Woongjin's AICCSince 1998Industry ContextKorea's AICC market has seen intense competition since 2024, with major telecoms, large enterprises, and well-funded startups all racing to capture the space. What distinguishes Woongjin IT is that its AICC is not a product built for the market — it is a solution built from operating its own contact centre for over two decades, then applying AI to what it already understood deeply.FoundationWhat Is an AICC?And why does it matter more than a standard call centre upgrade?AICC stands for AI Contact Centre. It refers to a contact centre environment where AI is embedded across the full operation — not as a single chatbot feature, but as an integrated layer that handles voice interactions, supports agents in real time, manages knowledge, and generates business intelligence from every conversation.
A well-built AICC does three things simultaneously: it improves the experience for the customer, reduces the operational burden on the agent, and generates data that helps the business make better decisions. Woongjin IT has been operating its own contact centre BPO since 1998. That operational depth is the foundation on which its AICC was built.
Woongjin's AICC BackgroundIn July 2024, Woongjin IT demonstrated its early AI capabilities at an AWS-focused showcase, presenting two use cases built on Amazon Bedrock and Amazon SageMaker: an AI Resume tool featuring image generation and RAG-based document creation, and a Watch Chatbot. These early demonstrations established Woongjin's credibility as an AI builder, not just an integrator, ahead of the full AICC launch at World IT Show 2025.SolutionWoongjin AICC: Three Core ComponentsEach component addresses a distinct layer of contact centre operations.Woongjin's AICC is structured around three integrated components, each powered by AWS and designed to work together across the full contact centre workflow — from the moment a customer makes contact to the post-call analysis that informs business strategy.
Component 01AI Voice Bot24/7 intelligent voice handling, without the queueUnlike traditional IVR systems that force customers through rigid menu trees, Woongjin's AI Voice Bot uses NLP to understand what the customer is actually asking and respond accordingly. It handles reservations, order processing, and routine enquiries autonomously, freeing human agents for complex interactions that require genuine judgement.- 24/7, 365-day uninterrupted service on stable cloud infrastructure
- Reduced customer wait times through instant AI-handled responses
- Faster response speed maintained consistently across all interaction types
- Handles high call volumes during peak seasons without degradation
- Reduces repetitive workload on agents, lowering stress and staff turnover
- Continuously learns from new enquiry patterns to improve response precision
Component 02GenAI-Based Knowledge Management System (KMS)AI-powered knowledge, delivered to agents in real timeBuilt on Amazon Bedrock, Woongjin's KMS gives agents instant access to the information they need during a live call. Rather than manually searching through manuals or escalating queries, agents ask in natural language and receive accurate, contextually relevant answers immediately. The system learns continuously from call history, policy updates, and customer feedback.- Natural language search reduces lookup time and improves answer accuracy
- Understands conversation flow and surfaces the most relevant documents in context
- Standardised responses delivered consistently regardless of agent experience level
- New agents reach productive performance levels significantly faster, shortening training periods
- Reduces operational cost by lowering training overhead and minimising escalations
- FAQs, guides, and policy documents are managed and versioned efficiently
Component 03Counselling AssistantReal-time agent support and post-call intelligenceThe Counselling Assistant operates alongside the agent throughout every call. It transcribes speech to text in real time via STT, suggests optimised scripts based on the conversation flow, and automatically summarises and organises call records once the interaction ends. Across all interactions, it surfaces actionable patterns and business insights.- Recommends relevant information and auto-searches in real time to shorten call duration
- Detects conversation flow and proposes optimised response scripts dynamically
- Automatically summarises and files call records after each interaction
- Improved consultation efficiency through AI-assisted handling at every stage of the call
- Standardised consultation outcomes ensured through structured auto-generated call logs and consistent post-call records
- Extracts customer complaints, trends, and requests automatically for data-driven insight
AWS FoundationThe AWS Solutions Powering Woongjin AICCEnterprise-grade infrastructure, purpose-built for AI contact centre operations.Woongjin IT is an AWS Advanced Consulting Partner, providing end-to-end cloud consulting, implementation, operations, and managed services. The AICC is built on three core AWS services, each selected for its specific role in enabling intelligent, scalable, and secure contact centre operations.
Amazon ConnectAWS's fully managed, cloud-based contact centre platform. Eliminates the need for on-premise hardware, enabling flexible deployment and elastic scaling based on call volume. Built on Amazon's own customer service infrastructure, it serves as the operational backbone of Woongjin's AICC.Amazon LexThe same conversational AI technology behind Amazon Alexa. Integrated with Amazon Connect, it allows the AI Voice Bot to receive and process customer calls intelligently, handling intent recognition and automated fulfilment across a wide range of enquiry types.Amazon BedrockA fully managed service providing access to high-performance foundation models via a unified API. Powers Woongjin's KMS and generative AI capabilities, enabling secure, enterprise-grade AI application development with full control over data privacy and model selection.Business OutcomesWhat the AICC Delivers in PracticeThree measurable improvements across customer experience, operations, and intelligence.Outcome 01Enhanced Customer ExperienceCustomers receive faster, more accurate responses without long wait times. Generative AI understands natural language, enabling agents to respond with precision to each individual enquiry rather than following a generic script. Customer satisfaction improves measurably.Outcome 02Maximised Operational EfficiencyThe AI Voice Bot handles routine and repetitive enquiries automatically, reducing agent workload. Cloud-based elastic scaling means resources adjust dynamically to call volume. Agent onboarding time is shortened significantly through real-time AI guidance and reduced training costs.Outcome 03Quality Management and Business IntelligenceEvery call is recorded, transcribed, and analysed in real time. Standardised consultation outcomes are enforced through structured call logs. Auto-generated analytics and customer feedback data give businesses a clear view of market trends and service gaps.
Why WoongjinBuilt from experience. Proven in operation. Ready to deploy.Most AICC solutions are built by technology companies that have studied contact centres. Woongjin IT built its AICC as a company that has operated one since 1998. That distinction matters: every feature in the Woongjin AICC was designed around the real constraints and real needs of contact centre agents, managers, and the customers they serve.
Woongjin does not only operate its own AICC internally. It builds and deploys custom AICC environments for enterprise clients, combining cloud infrastructure, AI capability, and over two decades of operational know-how into a solution tailored to each business.
For businesses in Southeast Asia exploring how AI can transform their customer operations, Woongjin Asia is the local point of contact.Contact UsExploring AI contact centre solutions for your business?Our team in Malaysia is ready to discuss how Woongjin's AICC can be deployed for your organisation. Write to us and we will be in touch.consulting@woongjin.com.myWoongjin Asia Sdn. Bhd. · Kuala Lumpur, Malaysia
Sources and References[1] Maeil Business, "Global Generative AI Spending to Approach KRW 1,000 Trillion This Year", 1 April 2025.[2] Korea Economic Daily, "The Race for the AICC Market: Startups and Large Enterprises in Fierce Competition", 15 July 2024.[3] Woongjin IT, "AI on AWS Services: Amazon Bedrock and SageMaker Use Cases", Woongjin Korea Blog, 26 July 2024.[4] AWS, Amazon Connect. aws.amazon.com/connect[5] AWS, Amazon Lex. aws.amazon.com/lex[6] Woongjin IT, "AI로 실현하는 차세대 고객센터 (feat. AWS)", Woongjin Korea Blog, 18 April 2025.Editorial Update · July 2026What has changed since this article was first publishedSince the original publication in April 2025, Woongjin's AICC has continued to evolve. The following reflects updates relevant to readers evaluating the solution today.AI Assist — STTDescribed generally as real-time speech-to-text transcription.Now specifies GPT + AWS Contact Lens, Silero VAD for silence removal, Pyannote speaker separation, GPU-accelerated and multi-engine optimised.AI SummarisationMentioned as a post-call auto-summary feature.Powered by GPT / Gemini via LangChain pipeline. Produces structured, CRM-ready output. Multi-LLM approach optimises performance and cost.AI Voice BotNLP-based voice handling described at feature level.Amazon Lex V2 specified. Neural TTS with emotion and tone control. State-machine dialogue flow with live scenario examples.AI KMSNatural language search with auto-update from call history.Vector embedding hybrid search with re-ranking. RAG multi-document referencing. Full monitoring console with usage analytics and version control.New in 2026Multilingual ChatWhatsApp, LINE, web chat via streaming NMT. One agent, multiple languages simultaneously.New in 2026Enterprise SecurityISO 27001, SOC2, TLS 1.3, AES-256, RBAC, MFA, hybrid deployment, direct client DB control.New in 2026Deployment ModelsThree options: SaaS subscription, AI add-on to existing systems, or fully custom on-premise build.Southeast Asia RelevanceThe Multilingual Chat module is particularly significant for Southeast Asian deployments, where language diversity is a core operational challenge. Real-time neural machine translation removes the need for dedicated multilingual agent teams.Malay Vietnamese Chinese Indonesian Thai Japanese EnglishOriginal article published 18 April 2025. Republished and updated for Woongjin Asia, July 2026.Editorial NoteOriginally published on the Woongjin Korea website on 18 April 2025. Translated, reworked, and republished for Woongjin Asia in July 2026, with editorial updates contextualising Woongjin IT's AICC solution for the Southeast Asian enterprise market.