US-based Cresta has established a Japanese entity and begun domestic operations. At a press briefing, the company outlined a strategy centred on collaboration between people and AI, or "AI in the loop," marking a new direction that goes beyond simply providing AI agents.
US-based Cresta announced that it had established Cresta AI GK as its Japanese entity and would begin domestic operations on 1 October 2026. At a press briefing on 8 October, the company outlined a strategy centred on collaboration between people and AI, highlighting the concept of "AI in the loop," in which AI complements human activity, as a new element.
The US company uses AI to analyse conversations between customers and businesses and provides a single platform covering everything from automation to human assistance. Its founders include former OpenAI employees, and its CTO has a similar background. The company has raised approximately $300 million equivalent to date, with the latest round led by Japan's WiLL Innovation Labs.
Its customers span airlines such as United Airlines and Alaska Airlines, as well as banks and telecommunications companies. They also include Xanterra, which operates tourism businesses in US national parks, and home security company Brinks Home. Its offering extends beyond inbound customer service to outbound operations, sales, insights and agent assistance. It also collaborates with the Mets on fan engagement.