ASAPP has launched a major update to its GenerativeAgent product, rolling out features designed to expand AI automation for customer service teams while ensuring detailed human oversight. GenerativeAgent is the company’s AI-powered voice and chat platform, built for complex, multi-step conversations and now enhanced with tools that place human control at the centre of automation.
Among the new capabilities is Human-in-the-Loop Agent (HILA) with Approver Mode, which allows supervisors or agents to review and approve AI-generated responses before they reach customers — or to audit them after the fact. This optional review layer is designed to help companies maintain service quality, meet regulatory requirements, and ensure customer trust. According to ASAPP, these tools provide “the ability to monitor, control, and continuously improve how AI agents perform over time,” said Devidas Desai, senior vice president of product management at ASAPP.
GenerativeAgent’s latest version also introduces advanced monitoring and tuning features. Customer service leaders can now audit conversations, flag potential issues, enforce brand and compliance guardrails, and review detailed performance data from their AI deployments. To further support safe and transparent use, the update includes a dedicated Testing and Simulation environment — where businesses can trial new AI behaviours or features in a risk-free sandbox before rolling them out to customers.
The changes come as organisations face growing pressure to automate customer service interactions without compromising quality or compliance. The global customer experience technology sector has seen a wave of new tools from vendors seeking to bridge the gap between AI-driven speed and the kind of manual oversight many companies require. Human-in-the-loop systems are becoming a key differentiator — giving companies a route to scale automation while retaining expert control and intervention.
ASAPP’s platform integrates directly with popular enterprise systems such as CRM platforms, contact-centre-as-a-service solutions, and internal APIs. This enables the AI to access historical customer data and context — allowing for more accurate and secure resolutions in real time.
By pairing fully autonomous technology with these new oversight and simulation features, ASAPP aims to give businesses confidence as they scale up AI-led customer support. The company says the new tools are intended to support a gradual transition — letting teams begin with a higher level of review, then move to greater automation as trust and experience grow.
