The role of artificial intelligence (AI) in global business communication has sparked intense debate. Teleperformance, a leading global call center operator, has begun using AI technology developed by US startup Sanas to modify the accents of its Indian employees in real-time, aiming to better serve Western customers. The company claims this technology reduces misunderstandings, improves productivity, and even protects call center agents from verbal abuse.
Image Source Note: Image generated by AI, image licensing provider Midjourney
As India becomes a major hub for global customer service, particularly in English communication, customer confusion stemming from foreign accents sometimes leads to longer call times and more escalated complaints. According to Apurv Agrawal, CEO of SquadStack, customer expectations for seamless communication are driving businesses to adopt such measures. Studies show that communication barriers can reduce conversion rates by as much as 23%. Simultaneously, AI accent modification can reduce call handling time by 15%-20%.
The technology's complexity lies in its multi-stage process. First, an AI model uses Automatic Speech Recognition (ASR) to transcribe spoken words into text. Then, Natural Language Processing (NLP) identifies phonetic patterns, stress variations, and intonation characteristic of the speaker's accent. A transformation algorithm adjusts these elements to align with more widely understood pronunciation norms, while preserving the speaker's natural tone and emotion. The result is a more "neutral"-sounding voice delivered to the listener within 100 milliseconds.
Beyond modifying Indian employees' accents to sound more "Western," some companies are exploring the opposite approach – helping Indian customers better understand foreign call center agents. SquadStack's two-way AI communication enhancement tool improves clarity without eliminating accents, enhancing comprehension by approximately 40%.
While AI-powered accent modification addresses real business challenges, it also raises significant ethical concerns. Critics argue that "beautifying" accents reinforces linguistic biases and perpetuates a hierarchy of English pronunciation. Teleperformance contends that the technology merely removes comprehension barriers and improves efficiency, without long-term data storage or alteration. However, the debate continues: should businesses choose between convenience and cultural authenticity, or is it possible to achieve both?
Finally, it's worth noting that AI-driven accent modification could potentially make fraudulent calls more convincing and harder to detect. Scammers often rely on social engineering, and foreign accents have traditionally served as a warning sign. By neutralizing accents with AI, scammers could more easily impersonate banks, tech support, or government agencies, making their scams more effective. Therefore, while enjoying the customer service transformation brought about by AI, ensuring it doesn't fuel fraudulent activities is paramount.
Key Takeaways:
🔍 AI technology modifies accents in real-time in call centers to reduce misunderstandings and improve efficiency.
📞 This technology facilitates communication between Indian employees and Western customers, enhancing customer satisfaction.
⚖️ However, AI accent modification raises ethical concerns and may contribute to the risk of fraudulent activities.