“Transformation isn’t just a buzzword — it’s the reality of staying competitive.” — Bryan Martin, 8×8

At the inaugural vCon Conference in Hyannis, MA, Bryan Martin, Chairman of 8×8, sat down with Technology Reseller News to discuss the seismic shifts in enterprise communications — from vCons to AI-powered ecosystems — and why companies that don’t adapt may be left behind.

“The smartest people in the room tend to outthink the rest of the industry. That’s why I follow standards like vCons.”

From CIDP to Ecosystem Strategy

A year ago, 8×8 launched its Customer Interaction Data Platform (CIDP) — a unified system to aggregate and analyze all conversational data. Think of it as vCons in action: making customer conversations searchable, auditable, and actionable. Martin sees this as the foundation for real AI outcomes — not just hype.

But with AI moving at lightning speed, 8×8 has shifted to an ecosystem-first model, working with partners like Cognigy, CallCabinet, and Preovi to integrate best-in-class AI tools into its platform.

“You can’t build fast enough to keep up. We’re curating the best AI engines so we can swap in new ones with minimal disruption to customers.”

What vCons Bring to the Table

Martin highlighted vCons’ power to preserve context across handoffs — eliminating the “amnesia effect” when customers move from AI to human agents. That context-rich handoff, he said, is essential to improving both agent efficiency and customer satisfaction.

Real Results Over Rhetoric

Martin is candid about avoiding the “digital transformation” buzzword. “If we can’t transform ourselves at 8×8,” he said, “we have no business asking our partners or customers to change.” The goal is to show, not tell — sharing real case studies of internal improvements driven by vCons and conversational AI.

“Call it transformation or not — the end result has to be better CX, better AX, and ultimately, better business outcomes.”

Learn More

Visit: 8×8.com

Follow: 8×8 on LinkedIn

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