Cresta, one of the fastest-rising players in customer experience AI, is pushing deeper into multilingual service with the launch of Real-Time Translation and a suite of global-ready AI capabilities. The updates mark Cresta’s biggest leap yet toward building a platform where human agents and AI agents can serve any customer, in any language, across any channel—without staffing dozens of specialized language teams or juggling external translation tools.
“Cresta is revolutionizing every aspect of agent work with AI,” said CEO Ping Wu. “We improved their hearing with real-time transcription, their typing with auto-summarization and auto-compose, their knowledge with Knowledge Assist—and now we’re removing the language barrier.”
This release continues Cresta’s long-running campaign to redefine Agent Assist. But the new multilingual capabilities take the platform from productivity enhancer to global CX enabler, positioning it squarely against players like Five9, NICE, and Salesforce Service Cloud as call centers turn to AI to scale international support.
Closing the Gap for Global Customers
For decades, multilingual customer support has posed a simple but expensive problem: either hire agents across dozens of languages or force non-English speakers to wait—sometimes a long time—for a specialized representative. In many industries, especially financial services and healthcare, lack of native-language support raises not just satisfaction issues but regulatory risks.
Cresta’s new capabilities aim to collapse that bottleneck entirely.
The company’s expansion enables:
- Human agents to speak and understand customers in four languages (Spanish, French, Portuguese, and German), with more coming soon.
- AI Agents to conduct natural, human-like conversations in 30+ languages.
- AI Analysts to uncover cross-language insights from global conversations without manually translating transcripts.
For contact centers that have historically siloed conversations by language, the impact is immediate: faster response times, fewer routing delays, and unified analytics that don’t leave insights trapped in untranslated conversations.
What’s New: Real-Time Translation, 30+ AI Languages, and Multilingual Analytics
Real-Time Voice Translation
The breakout feature is Cresta’s embedded real-time voice translation, which automatically detects a customer’s language, translates their speech, and lets agents converse naturally without switching apps.
By integrating translation directly inside Agent Assist, Cresta sidesteps a common operational weakness—agents juggling external tools or browser tabs to bridge language gaps. Everything happens in one interface, alongside transcription, knowledge surfacing, and summarization.
Multilingual AI Agents (30+ languages)
Cresta’s AI Agents can now deliver human-style conversations across more than thirty languages, automatically detecting the customer’s language and responding in kind. This elevates AI from simple chatbot to fully multilingual digital representative, an appealing proposition for businesses trying to scale support without ballooning headcount.
Multilingual AI Analyst
Cresta’s analytics engine can now extract insights across languages instantly.
Instead of manually translating thousands of transcripts, support leaders can simply ask:
“What are our top cancellation drivers in German-language chats?”
And get a full analysis—with evidence—within seconds.
For enterprises, these analytics are especially valuable across compliance-heavy sectors or regulated markets, where language is often a barrier to understanding customer risk, product issues, and operational trends.
Why This Matters for Enterprise CX
The contact center industry is in the middle of an AI-driven shift:
- AI bots handle more routine interactions
- Human agents handle increasingly complex or emotional issues
- And multinational operations are collapsing into centralized service hubs
Multilingual AI hits all three vectors at once.
Enterprises can now:
- Operate global CX teams without hiring dozens of native speakers
- Ensure compliance with language-access regulations
- Expand into new markets without building regional call centers
- Reduce agent handling time by eliminating translation bottlenecks
- Consolidate analytics across countries and customer profiles
Cresta’s pitch is that language should no longer be the limiting factor for global growth.
AI, not headcount, becomes the differentiator.
“Since the earliest days of business, language barriers have been a critical blocker,” Wu said. “By removing that barrier, we’re unlocking true global service.”
Industry Context: AI Is Reshaping the Global Contact Center
Cresta’s launch lands amid a broader surge in real-time translation and multilingual AI across enterprise platforms:
- Google’s and Meta’s multimodal translation models
- Microsoft’s AI-powered interpreting layers in Teams
- Contact center tools from NICE, Genesys, and Zoom adding AI copilots
But Cresta’s edge is its deep integration into agent workflows. Instead of bolting translation onto an existing system, the company has woven it into the same AI engine that powers transcription, summarization, and recommendation.
In a market where reducing average handling time (AHT) by even a few percentage points can save millions, that level of workflow coherence matters.
The Bottom Line
Cresta’s new multilingual capabilities don’t just expand its feature set—
they reposition the company as a global-first CX AI platform, ready to support enterprises undergoing international expansion or consolidating global support operations.
By merging real-time translation, multilingual AI agents, and cross-language analytics into a single stack, Cresta is stepping into an emerging space where CX, automation, and language intelligence converge.
As the world’s largest brands race to build global service operations with fewer agents and higher customer expectations, Cresta is making its case:
language should be solved by AI, not staffing models.
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