Mumbai, October 20, 2026: Firstsource Solutions Limited has been named a Horizon 3 Market Leader in the HFS Horizons: Customer Experience Services, 2026 report by HFS Research. The assessment evaluated 33 service providers, including customer experience (CX) specialists, global system integrators, and consultancies across the HFS customer experience services value chain.
The Horizon 3 – Ecosystem Synergy and New Value Creation category recognizes providers that deliver value through ecosystem collaboration, Services-as-Software models, and capabilities spanning talent, domain, technology, data, and change. HFS Research described Firstsource as “AI-native intelligence rooted in 25 years of CX operations,” highlighting its Kairos operating system, Agentic AI Studio, and Intelligent Context Framework as central to its approach to AI-native CX transformation.
Key features and assessment highlights
Firstsource’s Kairos operating system, Agentic AI Studio, and Intelligent Context Framework were identified as key elements enabling the company to move beyond functional and end-to-end experience transformation. HFS Research noted that Firstsource’s approach positions it to orchestrate customer experience across the enterprise, rather than managing only specific segments.
Ashish Chawla, Head of CX and Consulting at Firstsource, said the company’s operating system was designed to connect AI-driven intelligence directly to enterprise work, improving both customer experience and business outcomes. “By bringing together our deep domain and operations expertise with AI, data and technology, we’ve built an operating system that continuously learns from every interaction to improve both customer experience and business outcomes. HFS’ recognition of Firstsource in Horizon 3 is important independent validation of that approach,” Chawla said.
Industry trends and report findings
Melissa Fersht, Executive Research Leader at HFS Research, stated, “Firstsource is pairing AI-native intelligence with 25 years of CX operations expertise, delivered through its Kairos operating system that aims to make one partner accountable for transformation, implementation, and operations. That construct, backed by owned IP from Agentic AI Studio to the Intelligent Context Framework, earned Firstsource its Horizon 3 (Market Leader) placement in the HFS Horizons: Customer Experience Services, 2026 report, positioning the firm to orchestrate customer experience across the enterprise, not just manage a slice of it.”
The HFS 2026 research identified a shift in enterprise CX buying, with enterprises seeking partners who can take accountability for business outcomes as generative AI and agentic AI become more embedded in customer operations. The report found that 76% of enterprise CX buyers are open to outcome-based or gainshare pricing, but only 5% of contracts currently use such models.
Firstsource’s operating system and global presence
Firstsource’s Kairos operating system was developed to address the gap between buyer appetite and adoption of outcome-based models by integrating domain knowledge, operational data, technology, and AI engineering across transformation, implementation, and live operations. The system is designed to learn from customer interactions and decisions, making each subsequent interaction smarter and improving the overall customer experience over time.
Firstsource Solutions Limited, part of the RP-Sanjiv Goenka Group, operates across the US, UK, India, Philippines, Mexico, Romania, Trinidad & Tobago, South Africa, and Australia, serving sectors including healthcare, banking and financial services, communications, media, technology, retail, and utilities.
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