Customers want fast, convenient support from businesses – and most are happy to help themselves when the tools are available. A recent survey found that 61% of customers prefer to use self-service options to resolve simple issues.1 That’s why technologies like IVR and IVA have become must-haves in contact centers.
Both of these tools help businesses offer consistent service while giving customers more control over their experience, but they work in very different ways. In this blog, we’ll break down the acronyms and explain what they do to help you determine which best fits your customer experience goals.
IVR stands for Interactive Voice Response, a telephony technology that lets people interact with a phone system using their keypad or simple voice commands. You’ve probably heard prompts like “Press 1 for Sales” or “Say ‘billing’ for account support” when calling a business. That’s IVR in action.
In call centers, an IVR solution is typically used to:
It’s a tried-and-true call handling solution that still works for many organizations. But as customer expectations grow, businesses are looking for smarter, more intuitive alternatives.
IVA stands for Intelligent Virtual Agent. Unlike traditional IVRs, IVAs use artificial intelligence, natural language processing, and machine learning to provide human-like conversations across voice and digital channels.
Rather than simply following a script, IVAs can understand context, intent, and sentiment to deliver faster, more relevant support. They’re becoming increasingly popular, too – the global IVA market is projected to grow from nearly $38 billion in 2026 to $51 billion in 2027.2
IVRs and IVAs may seem similar, but their capabilities are very different. Here’s how they compare:
The primary difference between these technologies is this: IVRs are rule-based, while IVAs are context-aware. Not sure which option is the right fit? UniVoIP’s omnichannel cloud contact center platform supports both IVR and IVA, so you can start with one before moving to the other, or combine them both.
IVR is a good choice for many businesses when the goal is to automate simple processes or route calls efficiently. In fact, more than 3.6 million businesses worldwide implemented IVR systems for customer service in 2024.3
Here’s a look at the pros and cons of an IVR solution:
If your contact center only receives simple support requests, an IVR solution might be enough. But for digital-first customer interactions, it can quickly feel outdated.
IVAs are designed to enable deeper customer engagement. Here’s what they have to offer:
Because IVAs are designed to continuously learn, they improve over time to enhance customer satisfaction and operational efficiency alike.
Choosing between an IVR solution and an IVA will ultimately depend on your business size, call complexity, and customer experience goals.
Some businesses use IVR and IVA together – for example, routing basic calls via an IVR solution, and transferring more complex interactions to an IVA for personalized handling.
Cloud deployment models have changed how IVRs and IVAs are delivered. In modern platforms, an IVR solution can be deployed as part of a UCaaS or CCaaS system for centralized call management and easier updates, while IVA leverages cloud-based AI engines and integrates seamlessly with CRM, ticketing, and knowledge base systems.
UniVoIP's cloud-native platform supports both models, so businesses gain the flexibility to scale up or transition to AI on their own terms.
Choosing between IVR and IVA doesn’t have to be overwhelming. Whether you’re implementing a basic IVR system for call routing or exploring AI-powered virtual agents, the goal is the same: to make support faster, more efficient, and more personalized.
At UniVoIP, our cloud-based Contact Center solutions are designed to help you do exactly that. Our AI-ready platform supports both IVR and IVA, giving you the flexibility to meet customer expectations while simplifying operations behind the scenes. Features like real-time analytics, omnichannel support, and automated workflows help you improve efficiency and empower your agents to provide a more personalized experience.
Ready to see how we can improve your contact center experience? Contact UniVoIP today.
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