When you think about how AI is transforming the world of go-to-market, your mind probably jumps to sales tools, marketing automations, or maybe even predictive analytics. But in the latest episode of GTM Innovators, I had the chance to sit down with Scott Newman, Chief Strategy Officer at OneSource, and what we uncovered goes much deeper — especially for anyone thinking about the future of frontline employees, customer experience, and real AI enablement.

In short, Scott and his team aren’t just layering AI on top of legacy processes — they’re reimagining entire systems from the ground up. The result? A radically different approach to agent onboarding, performance coaching, and real-time support that’s not only effective, but surprisingly human.

Here are three big themes we explored in the episode:

Reinventing Coaching in the BPO Space with AI

The contact center world has long wrestled with a universal challenge: how do you ramp new hires quickly without burning them out? Scott described a “massive spike in attrition” that happens within the first week on the job — when agents are tossed into live calls, often unprepared for the intensity of real-world interactions.

To solve this, Scott’s team developed CalibrAIte, a homegrown AI solution that transforms how agents are trained and coached. Instead of waiting until something goes wrong, CalibrAIte offers simulated calls and “do-over” functions that let agents practice tough scenarios in a low-stakes environment.

Imagine taking a difficult call, realizing it didn’t go well, and then replaying that call — but this time, the “customer” is an AI simulation, giving you another shot. That’s the power of AI-enabled coaching.

This isn’t just about improving call outcomes. It’s about giving agents confidence, reducing anxiety, and making the entire experience more humane. And in doing so, OneSource has unlocked a new blueprint for performance at scale.

As Scott shared, one of the biggest opportunities to apply AI in this space is during new agent onboarding:

“It is one of the most stressful time periods for agents… We see a huge spike in attrition from day one through the first week because it’s so overwhelming. So we’ve been working on simulations using AI so they can have more of a real-life experience before they actually have to take a live call.”

Driving GTM Outcomes with AI-Powered Insights

Of course, better coaching leads to better outcomes — but Scott didn’t stop there. Throughout our conversation, he outlined how their AI tools are also driving broader go-to-market results across customer support, product, and marketing.

One example? CalibrAIte doesn’t just evaluate calls. It uses AI to score soft skills like empathy, professionalism, and tone — and then links those to actual business outcomes. That lets Scott’s team identify which specific traits correlate with higher NPS, faster resolution, or improved upsell conversion.

Even more exciting: they’re now training AI models to predict NPS and CSAT scores from call transcripts — eliminating the need to bug customers with post-call surveys altogether.

It’s a reminder that customer experience isn’t just a feel-good initiative — it’s a lever for GTM success. And with the right tools in place, insights from the frontline can now inform upstream decisions in product development, sales strategy, and beyond.

Designing AI for the Everyday User

If all this sounds like bleeding-edge tech, it is. But here’s the twist: it’s not built for the C-suite. It’s built for everyday agents.

“Where people struggle the most is in the unknown… When you have a tool — an AI tool — that’s sitting there in your pocket and is able to help you when you don’t know something, it really transforms the experience.”

That’s what struck me most in our conversation. Scott and his team didn’t just focus on what the technology could do. They obsessed over how it felt to the user — how to make it collaborative, empowering, and non-intimidating. A year ago, he said, many frontline employees feared that AI would replace them. Today, they see it as their co-pilot.

Whether it’s real-time suggestions, background noise cancellation, or accent translation — these aren’t just bells and whistles. They’re about creating a better experience for the people delivering the experience. That’s where the real magic is happening.

Want the Full Conversation?
We covered a lot more in the episode — from AI-powered simulations and accent-neutralizing tech to language preservation, data security, and the ethics of automation. If you’re curious about where customer support and AI are heading — and what it means for your GTM strategy — this is a must-listen.

Click here to watch or listen to the full episode: Reimagining BPO with AI – Innovation and Insights from OneSource CSO Scott Newman
Also please be sure to check out my recent report with more insight from Scott. Analyst Insight: The Hidden AI Adoption Barrier – Why 80% of Companies Aren’t Ready