What to expect during the ‘Certinia at Dreamforce’ event: Join theCUBE Sept. 18
Professional services AI is moving beyond individual productivity gains toward changing how firms coordinate work and deliver value. As agents take on more tasks, the larger opportunity lies in using shared intelligence to improve decisions and outcomes across engagements.
Reaching that goal requires firms to connect operational records with changing project context, institutional knowledge and human judgment. Rather than measuring progress through agent autonomy alone, services organizations must determine whether AI can strengthen collective performance while preserving trust and accountability, according to Scott Hebner, principal analyst for AI at theCUBE Research.
“Certinia is moving Veda beyond agentic orchestration toward something more consequential: an AI-native services delivery platform that connects operational data, continuously changing project context and human judgment,” he said. “The opportunity is to create a true system of outcomes, where the intelligence generated by every engagement makes the next engagement better.”
Join theCUBE, SiliconANGLE Media’s livestreaming studio, on Sept. 18 for exclusive coverage of the ‘Certinia at Dreamforce‘ event. Viewers can expect in-depth conversations with Certinia Inc. executives, customers, partners and professional services experts about connected workflows, practical AI use cases and evolving operating models for services organizations. ( Disclosure below.)*
Professional services AI targets broader outcomes
Certinia’s Salesforce-native platform connects processes spanning sales, project delivery, financial management and customer success. Its Veda platform combines specialist agents and intelligent actions designed to operate across enterprise workflows, according to Raju Malhotra, chief product and technology officer at Certinia.
“We’re going to need packaged agents that are role-based, that are specialists, that are trusted … but we also have intelligent actions that can be invoked anywhere in the enterprise based on the workflows that they have,” Malhotra recently told theCUBE. “It’s going to be a combination of the software-as-a-service and the agentic.”
Certinia’s acquisition of Moonnox Inc. adds context from meetings, documents, conversations and changing project requirements to its structured services data. Early use cases point to faster solution planning and earlier detection of project risks. The broader test for professional services AI is whether those capabilities change the operating model rather than simply accelerate individual tasks, according to Krista Case, principal analyst and practice lead for cybersecurity and cyber resilience at theCUBE Research.
“Services firms depend heavily on human expertise to coordinate staffing, delivery, customer commitments, project risk and financial performance,” she said. “Certinia has an opportunity to encode more of that operational context into AI systems that can support decisions and execute work across the services lifecycle. I’ll be watching how far Certinia pushes that model, particularly where it draws the line between agent autonomy and the judgment, accountability, and oversight that still need to remain with people.”
TheCUBE event livestream
Don’t miss theCUBE’s coverage of the ‘Certinia at Dreamforce‘ event on Sept. 18. You can also access theCUBE’s exclusive content on demand after the event broadcast.
How to watch theCUBE interviews
There are several ways to follow theCUBE’s coverage of the ‘Certinia at Dreamforce‘ event, including theCUBE’s dedicated website and YouTube channel. You can also find coverage from theCUBE events on SiliconANGLE.
TheCUBE podcasts
SiliconANGLE’s “theCUBE Pod” is available on Apple Podcasts, Spotify and YouTube, making it easy to follow the program on the go. During each podcast, SiliconANGLE’s John Furrier and Dave Vellante unpack the biggest trends in enterprise tech — from AI and cloud to regulation and workplace culture — with exclusive context and analysis.
SiliconANGLE also produces our weekly “Breaking Analysis” program, where Dave Vellante examines the top stories in enterprise tech, combining insights from theCUBE with spending data from Enterprise Technology Research. The program is available on Apple Podcasts, Spotify and YouTube.
Guests
During theCUBE’s coverage of the ‘Certinia at Dreamforce’ event, the company’s executives, customers and partners will discuss how Certinia applies AI and automation across professional services workflows. The interviews will examine how organizations can connect sales, project delivery, financial management and customer success in a more unified operating model. Featured guests include industry experts from Certinia, Platinum River Innovations, Neocol, Hyland, Thunder and Civica.
( Disclosure: TheCUBE is a paid media partner for the “Certinia at Dreamforce” event. Neither Certinia, the sponsor of theCUBE’s event coverage, nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)*
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