Monday, 16 June 2025

I just posted this on Twitter as @ rvanbruggen

This was the text:
Crossposting this from #bsky: Here's a short article that I wrote about why I think #devrev 's layered approach to building #agentic #ai systems is so cool. See https://t.co/layCCWf8c4 or on LinkedIn... As always feedback welcome!. See https://t.co/LrpoTwcta2 for the original.

from Twitter https://twitter.com/rvanbruggen

June 16, 2025 at 11:33AM
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Why Layers Matter in Agentic AI systems

Last week I published a quick post about the 5 layers of Agentic AI systems in the Enterprise. This article is going to be a more elaborate version of that post, because there is so much to discuss and explain.

AI agents are totally changing how businesses handle customer experiences, and the way they're built really matters. DevRev's gone a very specific and unique route for doing so, creating a multi-layered platform that's AI-first and agent-driven, all about making things better for customers. We're going to dig into how DevRev designed the system, look at each layer, and see why we made those choices, plus what it means for how the platform works and how people use it.

Why Layer in the first place?

Software layers create a structured architecture, making debugging, updating, and collaboration easier and faster. They isolate functions, reducing unintended side effects and streamlining maintenance. Without layers, the codebase becomes a tangled, chaotic mess, leading to difficult debugging, slow development, and jeopardized long-term viability. Just as organizing a workspace simplifies tasks, or layering a cake separates different flavours, software layers provide order and clarity, contrasting with the chaos of an unorganized system.

Layer 1: the foundational data

At its heart, the DevRev Agentic AI system is designed to be deeply intertwined with the lifeblood of your organization: its core enterprise data. We're not talking about a separate, isolated AI entity; rather, envision a symbiotic relationship where the AI actively draws from and contributes to the systems that power your day-to-day operations. Imagine it as a dynamic, bi-directional exchange where real-time updates from your product data, your support systems, your CRMs, and all your structured and unstructured data seamlessly flow into the AI, ensuring it operates with the most current and relevant information. By doing so, any insights or actions generated by the AI are intelligently fed back into those very systems, closing the loop and creating a truly intelligent and responsive ecosystem.



Layer 2: the 2-way sync mechanism

This two-way synchronization with existing, foundational Enterprise data sources - at DevRev we call this “Airdrop” - is absolutely critical. By grounding our AI in your existing data, we're starting from a position of strength. Your systems of record hold the validated, trusted data that forms the foundation of your business. We know that high-quality AI hinges on the quality of its data, and what better place to begin than with the information you already rely on? This approach eliminates the risk of AI operating on outdated or inaccurate assumptions, guaranteeing more reliable and insightful outcomes.


Furthermore, this strategy circumvents the need for disruptive, expensive, and time-consuming "rip and replace" projects. Forget about uprooting your existing infrastructure or forcing your team to adopt entirely new tools overnight. The DevRev Agentic AI system seamlessly integrates into your existing workflows, augmenting them rather than replacing them. This means a significantly smoother, more agile, and ultimately, faster implementation process. Your team can continue to utilize the software and platforms they're comfortable with, simply enhanced with the powerful capabilities of AI. This familiarity reduces the learning curve, minimizes disruption, and accelerates adoption, making the entire process easier and more efficient for everyone involved. Your domain experts remain in their domain, leveraging their expertise with enhanced AI assistance.

Layer 3: the knowledge graph

To transform foundational data into a dynamic and unified resource for the Agentic AI system, the various data streams from product data, support systems, CRMs, and structured/unstructured sources are consolidated into a connected Knowledge Graph. This knowledge graph acts as a central repository, interlinking the data points to create a comprehensive, real-time, 360-degree view of the client. This interconnection eliminates silos and ensures that the AI operates on the most current and relevant information.
Once synced, DevRev connects all the structured and unstructured data in a Knowledge Graph

Without this consolidated Knowledge Graph, the Agentic AI would be confined to individual data silos, resulting in fragmented insights and the risk of relying on stale or outdated data, hindering its effectiveness and limiting its ability to break down barriers between stakeholders. Building an advanced Agentic AI system demands a robust, interconnected knowledge infrastructure. The journey begins with the joining of diverse data streams – encompassing product information, support interactions, Customer Relationship Management (CRM) records, and a variety of structured and unstructured sources. These disparate data points are woven into a cohesive, dynamic Knowledge Graph.

A Knowledge Graph is essential for Agentic AI to function as an intelligent, integrated system. It provides a unified view of information, enabling deeper analyses and more effective outcomes. This centralized repository consolidates diverse data into a cohesive and updated source, offering a holistic client view. Without it, the AI relies on incomplete data, leading to superficial insights. A well-constructed Knowledge Graph allows the AI to leverage interconnected data for meaningful analyses and improved client relationship management. This unified approach unlocks the AI's ability to deliver insightful and accurate results.

Layer 4: shared platform services

Next in DevRev’s foundational architecture, is a layer that displays a strategy centering on shared platform services—specifically

  • workflow orchestration,
  • robust search capabilities, and
  • advanced analytics
All these services are meticulously constructed and layered upon the unified knowledge graph described above. This strategic decision ensures that every application within the DevRev ecosystem benefits from a centralized repository of highly refined, thoroughly optimized, and consistently maintained tools. Consequently, developers are spared the burden of reinventing the wheel and can readily integrate these pre-built functionalities into their applications, resulting in streamlined development cycles, accelerated deployment timelines, and consistently high performance. This approach guarantees a uniform user experience across the entire suite of applications, fostering a sense of cohesion and intuitive usability.



Furthermore, the shared services model facilitates seamless inter-application communication and data exchange. By leveraging a common set of services that access and manipulate data within the shared knowledge graph, applications gain the ability to interact with and build upon one another's functionalities. This results in powerful cross-application synergies and leverages an environment where new, innovative features can be easily composed by combining existing capabilities. The interconnectedness fostered by this model dramatically enhances the overall value proposition of the DevRev platform, turning it into a truly integrated and collaborative environment.

Were it not for this strategic implementation of shared platform services, each individual application team would be forced to independently develop and maintain their own workflow, search, and analytics solutions. This would inevitably lead to a chaotic and fragmented development landscape. The resulting redundancy would not only represent a significant drain on engineering resources but also foster a proliferation of inconsistencies. Different applications would likely implement the same functionality in different ways, leading to discrepancies in behavior, conflicting data representations, and a disjointed user experience. Moreover, the lack of standardized integration points would severely hinder the ability of applications to communicate and share data, crippling potential integrations and severely limiting the platform’s collective capabilities. In essence, avoiding the shared services approach would not only incur a substantial cost in terms of wasted effort but also sacrifice the inherent advantages of a truly integrated and collaborative platform.

Layer 5: the end-user apps & agents

Right, so let's dive deeper into what makes DevRev's end-user applications a game-changer.

First off, BUILD is not just about making product management "smoother," it's about fundamentally transforming it. Picture this: instead of development and revenue teams operating in separate universes, BUILD acts as this central nervous system, connecting everything from initial feature requests to customer feedback and sales data. This seamless integration ensures that everyone is working off the same information, reducing misunderstandings and speeding up the entire development cycle. This isn't just about faster project timelines; it's about building the right product that truly resonates with customers because it's directly informed by real-world data and feedback loops.



Then you have SUPPORT, which goes way beyond just answering tickets. It's about creating a proactive support experience that anticipates customer needs. By having all customer data in one place and utilizing DevRev's AI capabilities, support teams can resolve issues much faster, often before the customer even knows there's a problem. This dramatically lowers support costs because issues are resolved efficiently, and it elevates the customer experience to a whole new level of satisfaction. Imagine, instead of endless back-and-forth emails, a support interaction that feels like a conversation with someone who truly understands your needs and has the tools to solve them instantly.

And GROW, well, it's about moving from guesswork to data-driven decision-making in sales and marketing. With access to a wealth of customer insights, market trends, and sales performance metrics, teams can craft personalized campaigns that truly resonate with their target audience. This isn't just about sending out mass emails and hoping for the best; it's about understanding who your customers are, what they need, and how to reach them effectively. By aligning sales and marketing efforts with real data, businesses can dramatically increase their lead generation, conversion rates, and overall revenue.

Summary

In summary, let's talk about what happens if you decide to skip these applications. You're essentially signing up for a return to the bad old days of siloed systems. All those disparate tools, all those data islands that don't talk to each other? They come back with a vengeance. Teams waste time manually transferring data between systems, information gets lost in translation, and critical insights are buried beneath layers of complexity. Plus, you'll miss out on leveraging DevRev's native AI agents, which can automate tasks, surface hidden patterns, and provide real-time recommendations. This isn't just a minor inconvenience; it's a major productivity killer. In today's fast-paced market, falling behind on productivity directly translates to a competitive disadvantage. And let's not forget about the impact on customer satisfaction. When systems are fragmented and support is inefficient, customers feel the pain. They become frustrated, their loyalty diminishes, and your Net Promoter Score takes a hit. In the end, bypassing DevRev's integrated suite means you're not just missing out on some cool features; you're missing out on a strategic opportunity to transform your business and stay ahead of the curve.

I hope this was a useful overview of my/our thinking around DevRev's architecture. As always, don't hesitate to reach out if you want to have a chat.

Cheers

Rik

Monday, 2 June 2025

I just posted this on Twitter as @ rvanbruggen

This was the text:
Crossposting this from #bsky: Over the weekend, I was reflecting on how customers build or buy #ai solutions. Should you #buildorbuy a technology these days? I thought I would write down some of my thoughts, and apply them to how #DevRev is using this approach today in the mark…

from Twitter https://twitter.com/rvanbruggen

June 02, 2025 at 10:53AM
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The Enterprise Dilemma: Building vs. Buying AI-native CX Solutions


In today's every changing and evolving business landscape, enterprises face a critical decision when it comes to implementing AI-native CX solutions: should they build custom solutions from scratch, or buy existing platforms?

The Traditional Build Approach to AI in CX

Building custom CX solutions offers enterprises complete control over their implementation: the can fully customize their implementation, perfectly align with specific business processes, maintain proprietary intellectual property, and have direct control over feature development.

However, this approach comes with significant drawbacks: building custom AI solutions comes with significant challenges including high development and maintenance costs, extended time-to-market, and resource-intensive updates and improvements. Plus: whether you like it or not, there’s quite a bit of complexity to creating a solid AI solution - which is only to be met with significant skill!

The Traditional Buy Approach to AI in CX

Purchasing existing CX solutions provides several immediate benefits. Companies can deploy these solutions rapidly, leveraging proven functionality that has already been tested in the market and that has been engineered by highly specialized staff with very specific skills. These solutions come with regular updates and improvements managed by the vendor, and typically require a lower initial investment compared to building from scratch.

However, this approach also comes with notable limitations. Organizations often find themselves restricted by limited customization options and become dependent on the vendor's roadmap for new features and improvements. Additionally, there's a risk of misalignment between the pre-built solution and specific business needs, which can impact operational efficiency.

DevRev’s Hybrid Solution: A New Paradigm, validated by the industry

Modern platforms like DevRev are pioneering a hybrid approach that combines the best of both worlds: lots of out-of-the-box functionality that relieves you of the boring infrastructure related tasks, combined with extensive customization capabilities to tune the platform to your needs.


This innovative approach offers several distinct benefits: core functionality is available immediately while maintaining the flexibility to customize and extend the platform according to specific business requirements. We can summarize this like this:


This is not just DevRev saying this: McKinsey's 2024 "State of AI" survey shows that 75% of enterprises prefer solutions that offer both out-of-the-box functionality and extensive customization capabilities. This confirms the trend that we have seen: it aligns perfectly with the hybrid approach offered by modern platforms like DevRev.

Conclusion

The traditional build-vs-buy dichotomy is becoming obsolete. Modern enterprises need AI-Native solutions that combine immediate functionality with the flexibility to adapt to specific business needs. Platforms that offer this hybrid approach, like DevRev, represent the future of enterprise CX solutions.

By choosing a hybrid solution, enterprises can accelerate their digital transformation while maintaining the ability to differentiate their customer experience - truly offering the best of both worlds.

Let me know if you have any questions or comments. Would love to discuss.

All the best

Rik

Monday, 26 May 2025

I just posted this on Twitter as @ rvanbruggen

This was the text:
Crossposting this from #bsky: I just wrote a post about #impedance #matching for #devrev. See https://t.co/wasoWTghAQ - hope it's useful.. See https://t.co/GxWrJ3PtoC for the original.

from Twitter https://twitter.com/rvanbruggen

May 26, 2025 at 04:28PM
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Impedance Matching for DevRev

 

New, innovative products like DevRev are fascinating. They involve immeasurable quantities of hard work by lots and lots of people to get to market. But once you get there, how do you make it Super Easy(™) to communicate and make your audience understand the fruits of all that work? That. Is. Not. Easy.


This past week I have spoken to so many people, friends and contacts old and new, about this fascinating new adventure that I have embarked on. And I have felt like I really had to iterate multiple times to better tune the message of what it is that we provide to our customers. Communicate. Fail. Rinse and repeat. Until it works. Until it clicks.


In order to find that “click”, I was thinking of the idea of the Impedance Matching. Those of you that have an engineering background immediately understand: you need to match your messages to the audience that will be receiving it, or else … stuff will get lost :) … Too little detail and people will be frustrated - too much detail and they will be overwhelmed.


So that’s why I started to think about different “levels of communication” for different “levels of audiences” that  would understand different “levels of messages” for our different DevRev offerings. Here’s what I came up with.


Industry level - We want to make work matter. We want to connect builders to customers. We want to help build the world’s most customer centric organisations.

These may sound like different objectives - but they aren’t. Especially for people that have seen the complexities of building digital products in today’s day and age, it will probably ring true. How many software engineers never see the fruits of their work in the hands of a customer? How many of them have actually never seen or heard the voice of their customer, literally? That’s not a very satisfying place to be. What if we could shrink that distance between builders and customers? What if we could give builders and buyers, dev’s and rev’s, a true voice in the conversation?


Company level - We want to solve the problem of Information Asymmetry in digital product building organisations: different teams have different access to different information. This problem is the root cause for many Customer Experience problems: siloed teams lead to a frustrating client experience that effectively limits growth.

Great companies excel at customer focus. They are obsessed with their customers’ success, with the value that they derive from the product - and will walk through fire to help the customer get there. There is no substitute for that - but there are lots of barriers to get there. Information siloes are real, in fact they have gotten worse since the moment SaaS 1.0 made it dead easy for every department to automate their departmental processes with yet-another-cloud-platform. Where did the holistic view of the customer go? That’s right - it disappeared. And with it, so did the truly exceptional customer delight. 


CxO level - We want to offer new growth opportunities, by enhancing the customer experience at a lower cost. This means breaking down silos between tools and teams, bringing the data together, and using the latest Agentic AI technology to automate the automatable.

At DevRev, we make this a reality, today, by integrating the different tools in your different departments in a comprehensive Knowledge Graph that connects all the dots. Using that data, we can offer holistic search that reduces the information asymmetry, automated workflows and analytical capabilities on top of that. Using AI, we automate the time-consuming tasks, and make the cross-cutting information accessible through conversational interfaces. 



Customer Support - we want you to be able to help more customers quickly and efficiently, using the full information that is needed to do so, and leveraging AI assistance whenever possible. 

Leveraging DevRev, customers have seen significant drops in resolution times, much higher call deflection rates, faster customer service and as a consequence, a higher net promoter score. As a result, the company can turn support from a cost into a revenue generator.


Product Management - we want to break down the barriers between devs and revs, and make sure that you have all the information to better tune your development and support resources to your most valuable product parts. 

Understanding what is wanted and needed by your customers is not trivial, especially when you have layers of Chinese whispers standing between the engineers and their customers. With DevRev’s knowledge graph, a holistic customer view becomes accessible and actionable. With AI, we can aggregate requirements and align your resources. We can tune in to the customer voice, and foster long term success.


Head of data - as digital product organisations become successful, as their departments grow, they become more complex. To deal with that complexity, many organisations have implemented departmental tools to optimize departmental processes - and by doing so we have lost the overall picture. SaaS 1.0 has created data silos - we now face a real data integration challenge.

Using patented “Airdrop” technology, DevRev has successfully implemented a bidirectional syncing system for most sources of enterprise data in the cloud. CRM data from Hubspot or SalesForce, Customer Support data from Zendesk, Freshdesk or ServiceNow, Product data from Jira / Github, it all comes together in a fully synced up Knowledge Graph. This repository is searchable and actionable, and can drive new business processes in real time using AI and AI Agents. This will allow us to lever the holistic view on the  data as additional context for better human and AI decision making.


Head of AI - leveraging the potential of AI is on everyone’s radar. Not doing AI is not an option - you do NOT want to fall behind. But how does one operationalise this amazing technology, without spending an arm and a leg and months/years of development time? How do you limit the risk, and ensure compliance? How do you prevent hallucinations and reputational damage? 

Turns out you don’t have to do it all yourself. DevRev has spent hundreds of person-years in design and engineering time to build a product offering that does it for you, fast, and at a much lower cost. Leverage the benefits, but don’t run the risks. We help you implement AI efficiently and effectively, and together we will unlock its potential for your organization.


I am hoping that these messages are a bit clearer. We have an incredible story to tell, but it’s like so many beautiful stories: there is more than one storyline. By tuning the story to the listener, by matching the impedance, I have been trying to make it easier to understand - whatever your background.


Looking forward to many more discussions in the next couple of days, weeks, months to come. It’s going to be an incredible journey.


Rik


Wednesday, 2 April 2025

Twerp


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