Certinia has unveiled the System of Action for services businesses, which understands context, applies judgment, and then acts on trusted data and reasoning, so that every decision drives toward real business outcomes.
According to the 2026 Global Service Dynamics Report, an independent survey of 1,000 services and IT leaders worldwide, nearly all (98%) have deployed AI in their organization, but only 20% say it has exceeded expectations. Among those reporting success, 70% describe their operations as aligned or fully integrated across sales, delivery, finance, and customer success. Certinia's System of Action is built for exactly that kind of connectivity — uniting the data, the judgment, and the ability to act so that services organizations can run their businesses with certainty.
Certinia's System of Action powers modern services organizations through three integrated components. The first is foundational context: Certinia brings together professional services, customer success, financial management, and CRM data with the unstructured reality of daily work — calls, threads, meetings — into one unified source of truth, closing the gap between what's happening on the ground and what the business needs to know in real-time. The second is compounding intelligence, built on more than 17 years of Certinia’s services expertise — over 90 million projects, 2 billion timecards, 1 billion resources, and 10 million estimates — so judgment sharpens with every decision. The third is agentic action, which carries that judgment out exactly when and where it's needed, bringing the right knowledge and reasoning to every action across the services lifecycle.
Strengthening the System of Action is the largest expansion of Certinia's Veda AI suite to date, delivering an unprecedented solution purpose-built to operate businesses and accelerate sales & delivery across the entire services lifecycle. This includes new agents, a doubled library of Veda Intelligent Actions (VIAs) that bring Certinia's services expertise directly into existing workflows, and deployment options that provide the flexibility for organizations to use the AI in ways that best fit their stack, strategy, and requirements.
"AI can only move the needle for our customers when it's grounded in real business context and judgment they can trust — a system that understands the business, reasons through it, and acts with little to no margin for error," said DJ Paoni, Chief Executive Officer, Certinia. "That's what our System of Action delivers. Only Certinia can combine a trusted, unified data foundation with our breadth of services expertise and deep business reasoning to meet the accuracy standards services businesses require — and it's why our latest agentic capabilities help customers unlock stronger margins, faster time-to-outcome, and greater customer value."
“Organizations that connect management efficiency gains to delivery quality improvements achieve the strongest overall ROI. The key design principle: AI must be integrated across the full life cycle, not deployed as isolated tools in individual functions,” said Mickey North Rizza, Group Vice President, Enterprise Software and Agents, IDC1.
Certinia's expanded suite of agentic capabilities introduces a lineup of 14 new out-of-the-box Veda agents to accelerate sales and delivery.Each agent turns the unstructured context of daily work into organizational memory, so automation gets sharper, capturing best practices with every project instead of starting from zero each time.
Using Veda's new agentic capabilities, services teams are able to:
Sell and Plan with precision instead of guesswork, cutting proposal creation from ~8 hours to 1, driving a 300% increase in proposal execution, while handling 15X more RFPs and supporting 2X faster sales cycles. New agents include: Deal Coach, RFP Responder, CallSummary, Call Coach, SOW Drafter, and PMO Quality.
Deliver and Execute smarter, reclaiming the ~50% of project time historically lost to administrative tasks. Firms save 5–10 hours per person per month and reduce cost-of-quality leakage by 11–23%. New agents include: Solution Architect, Implementation Plan, and Project Manager.
Certinia has more than doubled the library of Veda Intelligent Actions (VIAs) from 64 to 135. Veda Intelligent Actions are bite-sized, reusable capabilities that bring Certinia's deep domain expertise
directly into a customer's workflow and whatever tools their teams already use.
New VIA capabilities offer benefits across every part of a services business:
For professional services, AI automatically parses résumés into skills profiles and surfaces ranked resource recommendations within reallocation workflows, cutting hours of manual schedule shuffling down to minutes.
For customer success, teams get an AI teammate for every account: the new CS Agent summarizes account health, builds business review decks from live data, and surfaces ranked expansion signals, all through conversation.
For financial management, new intelligent actions extend directly into the core financial system, posting, canceling, and reversing general ledger (GL) transactions, allocating inventory, and generating and recognizing revenue schedules, available via Model Context Protocol (MCP) so finance teams can operate where their daily work already happens.
Most vendors force customers to either adopt their proprietary AI or bring their own and lose depth. With Certinia’s new AI Your Way features, service firms no longer have to compromise. These
capabilities provide flexibility across the Veda AI suite, letting organizations use the AI and agentic framework that fits their stack, strategy, and requirements.
Certinia's AI Your Way capabilities give services organizations the option to:
Employ purpose-built agents while standardized on Salesforce Agentforce: Veda agents and actions run natively inside that framework. There's no rip-and-replace required and no parallel AI stack to maintain.
Use agents natively within Certinia: Achieve the same agentic outcomes via agents and intelligent actions, natively within Certinia.
Deploy agents inside tools and platforms already in use: Veda Intelligent Actions are callable from Slack, Claude, Microsoft Copilot, or wherever a team already works via headless architecture and MCP.
Whether an organization is standardized on Agentforce, building on Claude or Microsoft Copilot, or wants Certinia's own native AI platform to do the heavy lifting, every path draws from the same
library of trusted, governed actions grounded in the right context and judgment.
Today’s release accelerates a broader trajectory that will culminate in 100% agentic capability coverage across Certinia’s System of Action by year-end, comprising 40+ agents and 300+ VIAs
across the services lifecycle. Every professional services, customer success, and financial workflow will be able to be executed by an agentic capability or a human, giving organizations total flexibility
in how they operate.
As AI models become increasingly interchangeable, competitive advantage will shift to organizations holding the specific data and judgment those models depend upon to act. While every services organization will soon have access to roughly the same AI intelligence, they will not have the same underlying data, institutional judgment, or track record of decisions made and outcomes fed back into ongoing judgment.
That is the unique advantage Certinia has that no other PSA vendor built on siloed functionality can replicate. Certinia's depth of proprietary context and intelligence is what makes Veda the most complete and trustworthy agentic solution built on real business judgment, and it is why Certinia is the durable advantage the world's leading services organizations are built upon to help them protect margins, shorten time-to-outcome, and grow customer value with certainty.
To learn more and see the System of Action in practice, register for Certinia's live webinar The System of Action for Services: Unlocking Real AI Judgment & ROI on September 30, 2026, as
product experts demonstrate the system and how it can benefit your organization.
Disclosures & Footnotes:
1 IDC, Operationalizing AI in Professional Services: Practical Steps Toward an Intelligent Operating Model, #US54625226, June 2026.
Content provided by 10Fold.com on behalf of Certinia. Content adapted with permission by Insightful Accountant from Certinia source materials is furnished for educational purposes only.
Certinia is a leading platform that powers AI-native services, unifying Professional Services, Customer Success, and Financial Management on a single system of record, built natively on Salesforce. Supercharged by Veda, Certinia's System of Action, the platform delivers AI agents and smart automation grounded in continuous, trusted context that empowers complex global enterprises to intelligently operate their business, accelerate delivery, and grow customer value. Certinia is backed by Haveli Investments, Salesforce Ventures, TA Associates, and General Atlantic. Certinia is headquartered in Austin, TX. For more information, visit www.certinia.com.
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