SMBs have had access to AI tools for a while, but not to the same CX platforms large enterprises use. That gap is what UJET is trying to close with its latest Google Cloud partnership. UJET’s new partnership with Google Cloud and AVANT shows how that shift is happening through the channel, not just direct enterprise sales.
UJET has launched a managed service, Google Cloud CCaaS by UJET, built around Google Cloud’s contact center and AI stack. The goal is to make tools like CCaaS and Gemini-powered AI accessible to SMB and midmarket companies without the typical overhead of enterprise agreements or large cloud spend commitments.
Bringing hyperscaler AI into the channel
This changes how smaller businesses access advanced customer experience technology. Platforms from providers like Google Cloud have typically been tied to complex contracts and high minimum commitments, which slows adoption outside large enterprises. UJET is packaging that technology into a managed, channel-led model through AVANT’s Trusted Advisor network.
Vasili Triant, CEO of UJET explained to ChannelE2E that partners in this motion are not expected to deliver or manage the services themselves. Instead, they act as strategic advisors and sales leads, while execution is handled by designated partners and UJET’s managed service layer.
That structure limits how much delivery responsibility partners actually take on, and shifts their value toward deal origination and advisory. Instead of building delivery capabilities from scratch, partners focus on identifying opportunities and guiding customers through adoption, while UJET and its ecosystem handle implementation and support.
What the offering actually includes
At a product level, the bundle combines several layers of Google’s CX and AI capabilities:
- Contact center functionality such as routing, omnichannel engagement, analytics, and agent desktops
- Gemini Enterprise for Customer Experience, embedding AI across customer interactions
- Agent tools like real-time assistance, transcription, and post-call summarization
- Low-code agent development through CX Agent Studio
- Managed support, including customer success and technical services
There’s also flexibility in how this is deployed. Partners can introduce standalone capabilities like virtual agents or conversational analytics into existing environments before moving customers to a full platform.
Triant noted that this approach is designed to avoid forcing large, disruptive migrations. Instead, point solutions can be layered onto existing systems while still using a shared architecture, creating a path toward a more unified platform over time.
Why this matters for SMB and midmarket adoption
Access is the bigger story here. AI in customer experience has been moving quickly, but SMB and midmarket adoption has lagged due to cost, complexity, and skills gaps - just like AI adoption overall in this market.
According to Triant, the model is built to address those constraints directly. Deployment timelines can shrink to days using low-code tools, while the need for large enterprise agreements is removed. At the same time, automation and AI-assisted workflows are expected to reduce operational costs and improve customer experience metrics such as resolution times, CSAT, and NPS.
Partners also have a clearer way to demonstrate value. Built-in analytics tools allow them to track customer interactions and tie improvements to measurable outcomes like agent productivity and service quality.
What it means for the channel
This is pointing to a change in how hyperscalers are going to market. Google Cloud CX is now being sold through a commission-based model within AVANT’s ecosystem, which is giving partners a new way to bring these offerings to customers. Triant described this as a shift in how these solutions are sold and used. Partners and UJET manage the customer relationship from start to finish, which makes the buying process simpler and reduces the need for customers to work directly with Google. For partners, the role is clearer. They focus on sales and guidance, while delivery stays centralized. For customers, that means fewer layers to navigate and faster decisions.
This launch is really about the delivery model. Packaging AI-driven CX as a managed, channel-led service could become a standard way to bring hyperscaler technology into the midmarket. Triant also highlights outcomes like faster time to value, lower costs, and improvements in metrics such as handle time and agent training as the real measure of success.
