AI x Role-play to Develop "God-tier" Operators: Contact Center Service "InnovaCall" Released

AR Advanced Technology Inc. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Toshinori Takeuchi; hereinafter "ARI") released "InnovaCall," a service that continuously supports human resource development and improvement of response quality in contact centers, on April 1, 2026.

InnovaCall is a name combining "Innovation" and "Call." It is a service that utilizes AI and data to support human resource development and improve response quality, addressing structural issues faced by the contact center industry such as chronic labor shortages, high turnover rates, and inconsistencies in response quality.

InnovaCall provides an environment where operators can practice practical responses anytime, repeatedly. It supports the development of so-called "god-tier" operators who can understand customers' emotions and underlying essential needs, and create satisfaction through empathetic responses.

Development Background: "Human-only Response Capabilities" Required in the AI Era

Contact centers are highly sophisticated environments that simultaneously require knowledge work, such as handling routine inquiries, and emotional labor, such as empathizing with customers.

However, they have long faced challenges such as insufficient supervisor (SV) training man-hours, lack of role-play opportunities, early attrition of new operators, and subjective evaluation methods.

ARI has been involved for many years in contact center system construction and operation, solution selection, and center business improvement. Based on this expertise, ARI proposes a new division of roles where AI handles areas it excels in, and humans focus on advanced communication that cannot be replaced by AI.

InnovaCall was developed based on on-site needs as an initiative to support human resource development and improve response quality within this framework.

Features of InnovaCall

1. Realistic Voice Role-play with Generative AI

Generative AI acts as the customer, engaging in dialogue with human-like speed, pauses, and tone of voice. Conversations flexibly unfold according to the operator's utterances, allowing for practice close to actual interactions.

2. Easy Scenario Creation by Simply Uploading Manuals

By simply uploading operation manuals and scripts, AI automatically generates scenarios. No detailed word-for-word settings are required, significantly reducing the burden on training staff.

3. Diverse Response Training with Persona Settings

Customer emotions, background, and difficulty levels can be set, allowing for the reproduction of complaint handling and other difficult cases. This strengthens practical skills required on-site.

4. Automatic Evaluation and Immediate Feedback

After role-play, AI immediately provides evaluation scores and areas for improvement. Transcription of conversation logs supports objective self-reflection.

Implementation Effects: Four Values Directly Linked to Management Indicators

The introduction of InnovaCall is expected to bring the following effects:

・Reduction of SV training man-hours: AI takes on the role of role-play partner, allowing SVs to focus on management tasks.

・Increased practice volume and early readiness: A practice environment not restricted by time or location.

・Standardization of response quality: Prevents subjective evaluations and raises the overall quality of the center.

・Prevention of turnover and reduction of recruitment/training costs: Ensures sufficient practice opportunities, reducing anxiety and improving psychological safety.

In a PoC (Proof of Concept), 65 operators used InnovaCall multiple times over approximately three months. As a result, 95% of operators reported "feeling an improvement in response quality."

Main Targets

Medium to large-scale B2C contact centers that require complex inquiry handling, such as those in finance, telecommunications, and infrastructure.

Future Outlook

ARI plans to evolve InnovaCall beyond just role-play into a service that continuously supports training and response quality improvement initiatives in contact centers.

In the future, functions such as response quality evaluation, business knowledge training, and motivation support will be sequentially expanded. This aims to transform contact centers from mere inquiry handling departments into crucial roles that generate customer satisfaction and experiential value.

Service Overview

・Service Name: InnovaCall

・Delivery Method: Cloud service

・Initial Cost: From 100,000 yen (excluding tax)

・Monthly Fee: From 100,000 yen (excluding tax, Light Plan)

・URL: https://ari-jp.com/lp/innovacall/

About ARI

ARI is a DX company that leads social transformation as a Business Transformation Designer through cloud technology and data/AI utilization. As a "BX designer," we provide services aimed at solving customer challenges, such as digital shift, cloud shift, and data/AI utilization support for DX, to achieve customers' creative business goals.

As service brands that realize BX, we offer "cnaris," a comprehensive cloud utilization support service that provides everything from introduction and optimization support to construction and operation of cloud technology, and "dataris," a data/AI utilization support service that provides theme formulation based on data-driven approaches, data collection, visualization, analysis, and AI implementation.

Company Name: AR Advanced Technology Inc. (Abbreviation: ARI)

Established: January 2010

Representative: Toshinori Takeuchi, President and CEO

Listed Market: Tokyo Stock Exchange Growth Market (Securities Code: 5578)

Capital: 142.15 million yen (as of end of November 2025)

Number of Employees: 586 employees, 782 group employees in total (as of end of November 2025)

Business Activities: DX solution business utilizing cloud technology and data/AI

URL: https://ari-jp.com