Artificial intelligence in call centers is poised to be big business in the channel, with the global market expected to more than triple in size, reaching $2.8 billion by 2024.

That’s according to a new report by MarketsandMarkets, which expects a compound annual growth rate of nearly 29%. The call center AI market is currently worth $800 million.

Major vendors include IBM, Google, Microsoft, AWS, Avaya, Oracle, Talkdesk, Zendesk and others, the report says.

Businesses’ increasing use of AI for enhanced customer support services, growing customer engagement through social media platforms, and generating data are driving the market. Vendors will be able to take advantage of the increasing use of AI and machine learning, and partners can add value to call center AI services through integration of gesture-recognition capabilities.

Among segments, compute platforms is expected to have the largest market share during the forecast period. Developers use conversational compute platforms to build chatbots, conversational interfaces and virtual assistants. The platforms can create a detailed analysis of the chat logs in real time to provide feedback for the conversation, improve and maintain the system, and deliver insights to businesses.

By region, North America is expected to maintain the largest market share through 2024. Organizations, especially in the United States, are using AI, machine learning and deep learning technologies as parts of their ongoing business processes to stay ahead in the market. The U.S. and Canada also have well-established economies, which allow call center AI vendors to invest in new technologies.