Teleperformance, the world’s largest call center operator, is relying on artificial intelligence technology to “neutralize” the accents of English-speaking Indian customer service agents in real time — an innovation that the company claims will enhance clarity and improve customer interactions.
The new feature, known as accent translation, is being introduced at call centers in India, where employees provide support for some of Teleperformance’s international clients, according to Bloomberg News.
This AI-driven solution, developed by the Palo Alto-based startup Sanas, works alongside background noise cancellation technology to improve call quality.
Teleperformance, which serves major corporations such as Apple, TikTok parent company ByteDance and Samsung, has invested $13 million in Sanas and secured exclusive rights to resell the technology.
“When you have an Indian agent on the line, sometimes it’s hard to hear, to understand,” Teleperformance Deputy Chief Executive Officer Thomas Mackenbrock told Bloomberg News.
The technology can “neutralize the accent of the Indian speaker with zero latency,” he explained.
According to Mackenbrock, this adjustment fosters a closer connection between customers and agents, boosts satisfaction, and shortens call durations — creating a “win-win for both parties.”
Teleperformance has not disclosed which of its clients are currently using the technology.
However, the adoption of accent translation is part of a larger corporate strategy to expand AI integration.
The company has committed to investing up to $104 million in AI collaborations this year, as outlined in its latest earnings report.
The rapid advancement of AI-powered chatbots has raised concerns about the future of human-operated call centers.
Last year, Teleperformance’s stock took a hit after Swedish fintech company Klarna Bank announced that its AI assistant, powered by OpenAI, was performing the equivalent work of 700 full-time employees.
In response, Teleperformance has emphasized its approach of using AI to enhance, rather than replace, human employees.
The company employs 490,000 people worldwide as of the end of 2023 and is also leveraging AI to train new hires and monitor call quality.
Sanas, the startup behind the accent-moderation technology, is at the forefront of AI innovations that blur the line between machine-generated enhancements and human interactions.
The software not only modifies speech patterns but also filters out disruptive background noises such as office chatter, sirens, or even crowing roosters.
While the technology may improve efficiency, it raises concerns about its impact on global customer service hubs like the Philippines, which has built a strong industry reputation based on its highly proficient English-speaking workforce.
Critics also argue that accent neutralization could diminish cultural identity and authenticity in customer interactions.
Sanas asserts that its technology was developed with the goal of “reducing accent-based discrimination.”
Currently available for Indian and Filipino accents, the software is being adjusted to accommodate other regions, including Latin America, where Teleperformance has a significant workforce serving US-based customers.
“AI will be ubiquitous, it is already today,” Mackenbrock noted.
“But in order to build connections, customer experience, branding awareness, the human element will be incredibly important.”
Despite skepticism surrounding AI’s role in call centers, Teleperformance’s strategy appears to be bearing fruit.
The company projects revenue growth of 3% to 5% this year.
In the fourth quarter, it reported earnings of $2.68 billion, reflecting a 12% increase from the previous year or 4% on a pro forma basis.
Meanwhile, Klarna CEO Sebastian Siemiatkowski recently weighed in on the debate over AI’s impact on the workforce.
In a post on X, he remarked that his company had a newfound appreciation for human employees, stating that “in a world of AI, nothing will be as valuable as humans.”
While Klarna intends to continue investing in AI-driven support, Siemiatkowski pledged to use cost savings to enhance the company’s human-operated services.
Looking ahead, Teleperformance is expanding its footprint in the AI industry by providing essential services to tech companies developing AI models.
“Whether it is OpenAI, or any AI model in the world, it needs human support for training,” Mackenbrock said, noting that this includes tasks such as data creation, testing, and labeling.
