Teleperformance, the world’s largest call centre operator, has introduced artificial intelligence (AI) technology to neutralise the accents of Indian customer service agents, aiming to enhance communication clarity for international customers. This move, part of a broader €100 million ($ 104 million) AI investment strategy, has sparked discussions about cultural homogenisation and the role of AI in global business operations.
The French company has partnered with Sanas, a Palo Alto based AI startup specialising in real-time speech modification. The technology, referred to as "accent translation," softens regional accents without latency and includes background noise cancellation to improve call quality. This is particularly aimed at making interactions between Indian agents and Western customers smoother and more relatable.
According to Thomas Mackenbrock, Deputy CEO of Teleperformance, the technology “creates more intimacy, increases customer satisfaction, and reduces average handling time.” The AI solution has already been implemented in Indian and Filipino call centres and is expected to expand to other regions such as Latin America.
Teleperformance claims that accent-neutralising technology addresses challenges some international customers face in understanding non-native English accents. By improving clarity, the company hopes to boost customer satisfaction and reduce call durations.
Shorter call durations and improved communication are expected to enhance operational efficiency for global clients such as Apple, Samsung, and TikTok, who rely on Teleperformance for outsourced customer support.
Sanas asserts that its technology aims to reduce accent-based discrimination, which often affects non-native English speakers in professional settings.
While the technology promises practical benefits, it has also raised concerns about cultural erasure and bias:
Critics argue that accent neutralisation perpetuates stereotypes by implying that certain accents are "less acceptable" or "less professional" than others.
Some have likened this development to cultural homogenisation, drawing parallels with past colonial attitudes that favoured Western norms over regional identities.
Others view it as a necessary adaptation in a globalised economy where effective communication is paramount.
Beyond accent neutralisation, Teleperformance is leveraging AI for various operational tasks such as:
Call transcription for quality control.
AI co-pilots to train new employees.
Noise-cancelling features that eliminate background sounds like office chatter or environmental noise.
The company’s €100 million ($104 million) investment in AI reflects its commitment to integrating advanced technologies into customer service workflows.