Certinia Shifts Professional Services AI From Task Automation to Coordinated Delivery

The evolution of artificial intelligence in professional services is shifting focus away from isolated productivity improvements and toward systemic coordination of work and value delivery. The real potential emerges as agents handle more responsibilities, enabling organizations to leverage collective intelligence for better decision-making and results throughout client engagements.

To realize this potential, firms must integrate operational data with evolving project circumstances, accumulated knowledge and human expertise. Progress should not be measured solely by how autonomous agents become, but rather by whether AI can enhance team performance while maintaining the trust and oversight that clients and stakeholders require, 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. The opportunity is to create a true system of outcomes, where the intelligence generated by every engagement makes the next engagement better.

Scott Hebner, principal analyst for AI at theCUBE Research

theCUBE, the livestreaming platform operated by SiliconANGLE Media, will provide exclusive coverage of the 'Certinia at Dreamforce' event on September 18. The broadcast will feature in-depth discussions with Certinia leadership, client organizations, technology partners and industry specialists examining connected workflows, practical AI implementations and new operating approaches for services firms.

Professional services AI targets broader outcomes

Certinia's platform, built on Salesforce infrastructure, integrates workflows across sales, project delivery, financial management and customer success. The company's Veda platform combines specialist agents with intelligent actions that can be deployed throughout enterprise systems, 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. It's going to be a combination of the software-as-a-service and the agentic.

Raju Malhotra, chief product and technology officer at Certinia

Certinia's purchase of Moonnox Inc. brings contextual information from meetings, documents, communications and shifting project specifications into its structured services data. Initial applications demonstrate accelerated planning cycles and earlier identification of delivery challenges. The fundamental test for professional services AI centers on whether these tools reshape how organizations operate rather than simply speed up individual functions, 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. 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.

Krista Case, principal analyst and practice lead for cybersecurity and cyber resilience at theCUBE Research

How to follow the coverage

theCUBE will livestream the 'Certinia at Dreamforce' event on September 18, with on-demand access to exclusive interviews available after the broadcast concludes.

Multiple channels will carry theCUBE's event coverage, including the platform's dedicated website, YouTube channel and SiliconANGLE's main publication.

SiliconANGLE distributes "theCUBE Pod" through Apple Podcasts, Spotify and YouTube, allowing audiences to stay current with programming while traveling or multitasking. Each episode features SiliconANGLE hosts John Furrier and Dave Vellante discussing major developments across enterprise technology—spanning AI, cloud infrastructure, regulatory matters and organizational dynamics—with proprietary insights and expert commentary.

The outlet also produces "Breaking Analysis," a weekly program where Dave Vellante reviews leading enterprise technology stories by combining analysis from theCUBE with market spending information from Enterprise Technology Research. This program is accessible on Apple Podcasts, Spotify and YouTube.

Featured participants

During theCUBE's 'Certinia at Dreamforce' coverage, Certinia's leadership, customer organizations and ecosystem partners will explore how the company deploys AI and automation throughout professional services operations. Discussions will address how firms can unify sales, project delivery, financial management and customer success under a more integrated business model. Participants include representatives from Certinia, Platinum River Innovations, Neocol, Hyland, Thunder and Civica.