A Strategic Overhaul of Enterprise Voice
Orange Business has announced a sweeping transformation of its enterprise communications portfolio, positioning trust and artificial intelligence as the twin pillars of its strategy. The move comes as businesses grapple with a surge in digital interactions that has brought with it impersonation fraud, deepfake threats, overwhelmed customer support teams, and growing skepticism toward phone-based communications.
The company, which currently serves more than 7,000 enterprise customers and operates across more than 100,000 customer locations worldwide, is leveraging its existing voice and telephony infrastructure to roll out a suite of features designed to restore confidence and improve productivity across voice and digital channels.
Voice Remains the Preferred Channel — But Trust Has Eroded
Despite the proliferation of digital messaging and chat platforms, voice continues to hold a privileged position in enterprise customer service. According to Orange Business, 80% of customer service agents say voice is still their top-used channel every day. The challenge, however, is that trust in incoming calls has deteriorated significantly as fraud and spoofing incidents have multiplied.
Orange Business is responding to this reality with a multi-pronged initiative that spans branded calling, AI-powered agent assistance, deepfake detection, and agentic telephony.
Branded Calling: Putting Identity Back Into Phone Calls
One of the flagship features in the rollout is branded calling, which Orange Business is deploying in France and the United States this year, with expansion planned across the rest of Europe in the near term. The technology enables enterprises to display their company name, corporate logo, and the reason for calling directly on a recipient's mobile screen at the time of the call.
By authenticating the caller's identity before the call is even answered, the feature aims to reduce the volume of unanswered calls, strengthen customer engagement, and rebuild consumer confidence in brand-initiated outreach — an area that has been severely damaged by years of spam and spoofing.
Deepfake Detection: Defending Against Synthetic Media
As AI-generated audio, video, and imagery become increasingly convincing and widely accessible, enterprises face mounting reputational and security risks from deepfake-based impersonation. Orange Business is directly tackling this threat by integrating advanced deepfake detection capabilities into its collaboration and customer experience solutions.
The company is working with an ecosystem of specialized partners — including Sensity and Reality Defender — to detect fake audio, images, video, and documents. These detection tools are being embedded directly into Orange Business's product portfolio, offering a proactive layer of defense against fraud, impersonation, and reputational harm.
AI-Augmented Customer Care: Generative AI in the Contact Center
Orange Business is embedding Generative AI into contact center and CRM environments through what it calls its "Intelligent Together" initiative. The platform orchestrates an ecosystem of partners to automate entire customer experience interactions — from initial qualification through to final problem resolution.
The scale of deployment is already significant: Orange Business reported managing 80 million AI conversations in 2025. Beyond full automation, the platform also provides real-time assistance to human agents, offering live transcription, contextual recommendations, sentiment analysis, and automated post-call documentation. These capabilities are delivered through the company's proprietary AI platform, Live Intelligence.
The stated outcomes include reduced call handling times and improved customer satisfaction scores, addressing one of the most persistent pain points in enterprise customer service operations.
Agentic Telephony: The Next Frontier in Intelligent Calling
Perhaps the most forward-looking element of the announcement is the introduction of agentic telephony — a concept that applies agentic AI to cloud-based phone systems to create an intelligent layer capable of understanding context, generating responses, planning next actions, and managing the entire call journey autonomously.
Orange Business is co-innovating with Microsoft on this initiative, launching a program to recruit customers to experience how Microsoft 365 Copilot agents in Teams — including the Interpreter agent — can make Microsoft Teams Phone significantly more intelligent. The collaboration is designed to improve call outcomes, save agent time, and enable smarter resource allocation.
Orange Business also confirmed plans to extend agentic telephony capabilities to a broader range of its offers, including those built on Cisco Webex.
Leadership Perspective: Trust as Digital Currency
"In a world where it's becoming harder to know what to trust, whether to click a link or believe what we see and hear, trust has become the most valuable currency in the digital economy. At the same time, AI is transforming how work gets done. We believe the future of enterprise communications must combine both. With branded calling and deepfake detection, we are strengthening trust in every interaction, while AI-augmented telephony and intelligent agent capabilities unlock new levels of productivity. Together, these innovations reimagine enterprise communications for the AI era, built on a foundation of trust that ensures confidence and integrity in every engagement."
— Usman Javaid, Chief Product and Marketing Officer, Orange Business
What This Means for Enterprise Security Posture
The initiative reflects a broader industry recognition that communications infrastructure is now a frontline security concern. As deepfakes and voice cloning tools become more accessible, the authenticity of phone-based interactions can no longer be assumed. Orange Business's strategy — combining verified caller identity, synthetic media detection, and AI-driven agent oversight — represents an attempt to build security and trust directly into the communications layer rather than treating it as an afterthought.
- Branded calling launched in France and the United States, with European expansion planned
- Deepfake detection partners include Sensity and Reality Defender
- 80 million AI conversations managed by Orange Business in 2025
- Agentic telephony co-developed with Microsoft, extending to Cisco Webex
- Global footprint covers more than 7,000 enterprise customers and 100,000+ customer locations
For enterprise security and communications leaders, the announcement signals that the convergence of AI capability and trust infrastructure is rapidly becoming a baseline expectation rather than a differentiator.
Source: Dark Reading