Evaluating AI Agents in Contact Centers: Introducing the Multi-modal Agents Score 

Introducing the Multimodal Agent Score (MAS)—a unified, absolute measure of end‑to‑end conversational quality designed for AI agents operating across modalities. MAS is grounded in a simple observation: every service interaction, whether handled by a human or an AI agent, progresses through three fundamental stages. First, the agent must understand the input, accurately interpreting content, intent, and contextual signals. Next, it must reason over that input, determining the correct actions, maintaining conversational continuity, and resolving ambiguity responsibly. Finally, the agent must respond effectively, delivering clear, natural, and confident communication in the appropriate tone and format.

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