Certinia launches System of Action, scales Veda AI agents, intelligent actions
Certinia launched the System of Action for services businesses with 14 new Veda AI agents and 64 Veda Intelligent Actions (VIA) as the company moves to offer agents and intelligent actions across 100% of services workflows and processes by the end of the year.
The launch follows Certinia's April rollout of its Veda AI platform. Since then, Certinia has laid out plans to turn evolve from a system of record for services to a system of action that takes trusted data, applies context and automates work. Certinia's AI agents carry out work and VIAs are smaller reusable capabilities to speed up workflows.
Certinia's System of Action will combine professional services, customer success, financial management and CRM data such as calls, threads and meetings in one governed source and use Certinia's data from more than 90 million projects, 2 billion timecards and 10 million estimates for context.
"Last Spring, we launched our Veda AI suite. We outlined the evolution to move from a system of record to a true system of action that acts on the behalf of services businesses," said CEO DJ Paoni. "We deliver this through a unified data foundation, compounding intelligence and flexible agentic actions."
Certinia's rollout includes:
- 14 new Veda agents.
- A doubling to 135 Veda Intelligent Actions (VIA).
- A goal of 100% coverage for the services lifecycle to more than 40 agents and 300 VIAs.
- The ability to run Veda natively within Certinia, Salesforce's Agentforce or heedlessly in Anthropic's Claude, Microsoft Copilot, Slack or services connecting via model context protocol.
What Certinia is aiming to do its provide its own Veda agents that work out of the box to wrangle unstructured data and context from daily work. Veda AI agents can then sharpen judgement over time and retain context in memory. Certinia's recent acquisition of Moonnox gives the company the tools to bridge structured and unstructured enterprise data.
Paoni said the goal is to create "this closed loop where every outcome refines future judgement." Certinia is also looking to be the deterministic layer that can work with probabilistic large language models.
New Veda agentic tools cover the following:
- Selling and planning with agents for deal coaching, responding to RFPs, call summarization and coaching and statement of work drafting.
- Delivery with agents focused on solutions architecting, implementation planning and project management.
- Management with project management leadership, knowledge base maintenance, business analysis and customer story creation.
- New VIAs include tools to automatically surface skills and resource recommendation, summarization of account health and signals and actions for core financial management.
Ongoing transformation and AI options
Paoni on a briefing with analysts said AI is evolving the enterprise software model and customers are also going through "a radical transformation."
The Certinia CEO said:
"Transformation certainly is urgent. And across the professional services landscape, we're seeing a few fundamental shifts. One, fixed fee and performance models are becoming more common, requiring entirely new revenue logic and resource management.
Two is time to value expectations have just absolutely compressed. You've seen cycles that would take six to nine months are now being done in a matter of a few weeks, and that expectation is going across the enterprise.
Three, in some cases, value is captured on outcomes, so it's not just billed by the hour or a fixed fee. And so, I don't think the industry's completely there yet, but it's certainly going to redefine the baseline EBITDA expectations when the industry gets there."
Paoni added that human capital is also migrating from executing tasks to orchestrating outcomes.
Raju Malhotra, Certinia's Chief Product and Technology Officer, said the company's strategy is to add its domain knowledge of more than 17 years to enterprise data to automate professional services work. Malhotra also said Certinia, which is built on the Salesforce platform, is also bringing its agentic tools to more surfaces.
Malhotra said Certinia's goal is to meet professional services customers where they are and add value to their AI stacks. Certinia's Veda agents are broadening beyond the Salesforce platform.
"The customers we're working with, the CIO, the CEO, the CFO level executives for really large organizations, they have done quite a lot of analysis and thinking about why they want to pick an AI stack, and we are contributing to that. But at the same time, we are not leading them, one way or the other. We are really sharing the fact, everything we talk about is available. You still have to make your choices about technology platform, but we are here for you whichever way you want to consume Certinia capabilities," said Malhotra.
Certinia is on the following Constellation Shortlists:
Larry Dignan is Editor in Chief of Constellation Insights at Constellation Research, where he leads editorial coverage focused on enterprise technology, digital transformation, and emerging trends shaping the future of business. He oversees research-driven news, analysis, interviews, and event coverage designed to help technology buyers and vendors navigate complex markets with clarity and context. ...
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