29 October 2026 | Maia, Portugal

A recap of the Conferência Internacional APCC Norte 2026, and what Collab brought to the stage.

On 29 October, the Associação Portuguesa de Contact Centers (APCC) brought its international conference back to the North of Portugal. The 9th edition of the Conferência Internacional APCC Norte took place at Tecmaia, in Maia, under the theme "Inovar com Propósito, Servir com Excelência" (Innovate with purpose, serve with excellence).

The event brought together more than 300 people, most of them in management roles. Throughout the day, Contact Center leaders, decision makers and practitioners debated one question: how to turn innovation, technology and AI into real value for customers, employees and the business, without losing the human factor.

Collab was there as a Platinum sponsor, with a team on site and a slot on the programme.

More than 1,000 calls answered in 30 days: the Marketing Lab use case

We gave the stage to a customer and a partner, so the audience could hear a real AI transformation told by the people who lived it. Bertrand Delamarre, CEO of Marketing Lab (by wave.art), and Eric Joly, CEO of iAgility, Collab's partner on the project, walked through the case step by step.

Marketing Lab runs inbound sales operations for property developers in France. It already had a voicebot in production, but every new agent and every prompt change had to go through the platform vendor. The team knew the developments, the sales arguments and the buyers' objections better than anyone, and still had to open a ticket to change a sentence.

With AI Studio Virtual Agents on OneContact CC, that changed. Calls that would otherwise ring out, after hours, during peaks or on overflow, are routed to a Virtual Agent that answers in French, understands the request and qualifies the project. A knowledge base covers availability, delivery dates, tax schemes and how to book a viewing. At the end of the call, a webhook sends the structured request to OneContact CC and creates the contact, so a salesperson calls back with full context. The Virtual Agents capture, structure and hand over. They do not sell. The buyer always decides with a person.

The numbers Bertrand and Eric shared in Maia speak for themselves. You can read the full story in the Marketing Lab case study.

Collab, an AI services provider for CX

APCC Norte confirmed where Collab stands today: an AI-first company for customer experience, with more than 20 years of Contact Center expertise behind it. We do not only sell a platform. We deliver AI services for CX, from the first use case to a full operation.

Virtual Agents handle conversations end to end and hand over to a human agent with the full context. Agent Assist gives agents real-time suggestions during live interactions. Speech Analytics reviews every interaction, not a sample. WorkAgents support internal teams, and sensitive actions wait for a person to approve them. All of this sits inside AI Studio, running on Nubitalk for cloud-native CCaaS or on OneContact CC for on-premises and hybrid. Start with one use case, prove value fast and expand when you are ready. No provider lock-in, no forced migration.

Thank you

Thank you to APCC for bringing the conference back to the North, to Bertrand and Eric for sharing their story, to everyone who stopped by to talk to our team, and to the audience of our session. The conversations we had are the reason we go.

If we missed you in Maia, or if you want to see what Marketing Lab did applied to your own operation, let's talk.

Talk to us