Certinia launches new System of Action as the foundation of autonomous service operations

Professional services automation and financial management software company Certinia Inc. today rolled out what it calls a “System of Action” as part of an effort to accelerate the adoption of autonomous artificial intelligence agents in the enterprise.

The new System of Action debuted alongside what the company said is the largest expansion of its Veda AI suite to date, aiming to transform the way professional services, financial and customer success teams operate.

Certinia says a new foundation for AI is urgently required for enterprises to properly get to grips with AI agents. Citing the 2026 edition of its Global Service Dynamics report, it said that 98% of services and information technology organizations have already deployed AI in their workflows to some extent – but just 20% say that those projects have exceed their expectations.

The same study reveals that one of the main ingredients for AI success is operational alignment. Of the 20% that say they’re happy with their AI projects so far, more than 70% report having “fully integrated operations” spanning their sales, delivery, financial and customer success teams.

That’s why Certinia built its new System of Action, to provide the cross-functional connectivity that’s necessary for AI to succeed. In a blog post, Certinia Chief Product and Technology Officer Raju Malhotra explained that the System of Action goes further than legacy automation, which follows predetermined steps. It’s designed to understand enterprise context, apply judgment and learn from outcomes so it can act fully autonomously.

Malhotra described a three-tier architecture that’s tightly integrated. It starts with the “foundational context”, unifying structured data from organization’s customer relationship management, financial and project-related platforms with the unstructured data from employees’ day-to-day work, such as call transcripts, meeting notes and chat threads.

The next tier is “compounding intelligence” layer that combines Certinia’s 17 years of services domain expertise with deterministic reasoning. Malhotra pointed out that while large language models are probabilistic in nature and good at simpler tasks like drafting emails, that’s only because there’s a human on hand to check their work. But for tasks like financial closings and revenue recognition, enterprises need 100% accuracy every time, which only deterministic rules can provide.

The final tier is “agentic action,” where AI agents integrate directly with business workflows.

The System of Action is designed to power a host of new Veda AI agents. The company introduced 14 new ones, bringing the total in its suite to 24. They’re designed to automate critical tasks such as request for proposal responses, scope-of-work drafts, project management and customer health monitoring.

Alongside these new agents, Certinia also expanded its library of Veda Intelligent Actions or VIAs, from 64 to 135. These are essentially AI skills that can be added to agents to enhance their capabilities. For example, they enable agents to do things like parsing resumes into skills profiles, summarize the health of customer accounts, build business review decks from live data, generate and recognize revenue schedules and so on.

Malhotra said the System of Action and the expanded Veda AI both follow its philosophy of enabling organizations to integrate “AI Your Way.” Customers will be able to run the Veda agents natively within the Certinia platform, deploy them in Salesforce Agentforce, or invoke VIAs headlessly via third-party tools like Claude and Microsoft Copilot using the Model Context Protocol.

The impact of Certinia’s System of Action is already visible with early adopters of the platform, Malhotra said. For instance, Veda’s new automated proposal drafting VIA has helped to reduce creation times from eight hours on average to just one, while project managers have reclaimed almost half a week of productivity per person each month, he said. One customer, the Salesforce consulting firm Diabsolut Inc., reported a 70% reduction in time spent on documentation, while Siemens SE has thousands of AI projects up and running through the new platform.

Malhotra said today’s launch represents the foundation of a much broader roadmap for agentic AI. The company has committed to delivering 100% agentic capability coverage across its entire platform by the end of the year, and has plans to expand its ecosystem to more than 40 agents and 300 VIAs.

Images: Certinia