Our Story: Sarel and Ryan’s journey spans two decades built on friendship, collaboration, and a passion for transforming customer experiences. From the early days of speech recognition to today’s AI revolution, they’ve gained hard-earned insights into the challenges businesses face.
When the stars aligned, they seized the moment, leveraging AI’s rapid evolution to build solutions that break barriers and unlock what’s truly possible in CX.
Our Why: We’re here to redefine AI-powered customer interactions with a distinctly human approach. Our mission: to reinvent customer analytics, engagement, and automation. To disrupt CX with solutions that don’t just meet expectations – they rewrite the rules. Here’s how.
Grit: We persist until we get it right.
Curiosity: We ask “What if?” because every question leads to discovery.
Dignity: We create AI that empowers, not replaces.
With 37 years of combined experience, we help businesses take control of their AI strategy – driving smarter, faster, and more meaningful customer interactions.
Trusst AI – where technology meets tenacity.
“Every great idea starts with a problem.”
Sarel Roets has been immersed in the contact centre industry since the age of 19, shaping the future of customer interactions for over two decades. As CEO of Trusst AI, he is at the forefront of the AI revolution, pioneering intelligent solutions that transform how businesses engage with their customers.
With deep expertise in contact centre operations and emerging technologies, Sarel has witnessed the industry’s evolution firsthand—from on-premise systems to cloud-based solutions and now AI-driven experiences. His strategic vision empowers companies to deliver personalised, high-impact customer interactions, setting new benchmarks for service excellence.
Passionate about innovation and customer-centric technology, Sarel continues to drive the future of AI-powered customer engagement. When he’s not leading the charge at Trusst AI, you’ll find him enjoying quality time with family, keeping an eye on surf safety with his SLSC beach patrol, or seeking the next challenge to tackle.
“Technology should empower businesses, not limit them.”
Ryan Kohler is a seasoned tech entrepreneur with nearly two decades of experience shaping the future of customer experience. As the co-founder and Chief Technology Officer of Trusst AI, he leads a world-class team pioneering AI-driven solutions that transform how businesses engage with their customers.
Before launching Trusst AI, Ryan honed his expertise in AI, automation, and scalable cloud architectures through key roles at global technology leaders. As a Lead Customer Experience Architect at AWS, he worked with some of the world’s most forward-thinking organisations to design and implement cutting-edge CX strategies.
At the intersection of technology and customer experience, Ryan has built a career on driving real-world impact through innovation. When he’s not pushing boundaries in AI, you’ll find him perfecting his golf swing, spending quality time with family and friends, or enjoying the coastal serenity of Mount Martha, Victoria.
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February 20 2025
Trusst AI: The Breakthrough Innovators in CX, Backed by OIF and AWS – Read Release
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