Call Centre Giant Masks Indian Accents with AI for Western Clients

In a significant move, Teleperformance, the world's largest call centre operator, has begun using artificial intelligence (AI) to modify the accents of its Indian customer service agents when interacting with Western clients. This technology, developed by Palo Alto-based startup Sanas, aims to enhance clarity and improve customer experiences by reducing accent-based communication barriers.

Teleperformance, a French multinational with approximately 90,000 employees in India, has partnered with Sanas to deploy this AI-driven solution. The technology processes speech in real-time, altering accents without storing any conversation data. It also includes features for background noise cancellation, which helps filter out disruptive sounds such as office chatter or sirens, thereby improving overall call quality.

Sanas' technology is designed to mitigate accent-based bias and has been criticized for making voices sound more American. Demonstrations have shown Indian accents acquiring a distinctively American twang. The company plans to expand its capabilities to accommodate other regional accents, including those from Latin America.

The primary goal of this AI solution is to bridge communication gaps between Indian agents and Western customers. Teleperformance executives believe that sometimes, there is difficulty in communication between people from India and clients from the US, which this technology aims to address. The company also emphasizes the importance of human connection and empathy in customer interactions, suggesting that the AI tool can enhance these aspects by making conversations smoother.

However, the implementation of this technology has sparked a mixed reaction on social media. While some users appreciate the clarity it brings, others see it as unnecessary or problematic, arguing that it erases cultural identity. Critics also question whether it truly solves any significant problems, with some expressing a preference for interacting with agents who retain their natural accents.

Teleperformance plans to expand this AI technology to other countries after its initial rollout in India. The company has taken a financial stake in Sanas, which will use Teleperformance's vast volume of calls to further train and refine the accent-modification software. Additionally, Teleperformance is investing heavily in AI, allocating $104 million for various AI initiatives beyond accent neutralization, such as call transcription and staff training.

This development highlights the evolving role of AI in customer service, where technology is increasingly used to enhance human interactions while also raising questions about cultural sensitivity and identity.