In global business communication, the application of artificial intelligence is gradually changing the traditional customer service model. Teleperformance, the world's largest call center operator, recently introduced an artificial intelligence technology developed by American startup Sanas, which can adjust the accents of Indian employees in real time to better adapt to the needs of Western customers. This innovation is not only designed to reduce misunderstandings in communication, but also expects to optimize customer experience by increasing productivity while protecting employees from attacks caused by language differences.
Image source notes: The image is generated by AI, and the image authorized service provider Midjourney
As an important hub for global customer service, India often faces challenges in handling English communication. Customers’ discomfort with foreign accents not only extends call time, but also increases complaint rates. SquadStack CEO Apurv Agrawal noted that high expectations of customers for accessible communication have driven businesses to seek technological solutions. Research shows that communication barriers may lead to a decline in conversion rates by as much as 23%, while AI accent modification technology is expected to reduce call processing time by 15%-20%.
The core of this technology lies in its complex processing flow. First, the AI model converts spoken language into text through automatic speech recognition (ASR), and then uses natural language processing (NLP) technology to analyze the speaker's phoneme pattern, stress, and intonation. Next, these elements are adjusted through advanced algorithms to make them more in line with widely accepted pronunciation standards while maintaining the speaker's natural tone and emotion. Ultimately, the processed voice is passed to the listener in 100 milliseconds, achieving almost real-time accent adjustment.
In addition to adjusting the accent of Indian employees to a more “Westernized” version, some companies are also exploring how to help Indian customers better understand the accent of foreign call center agents. The two-way AI communication enhancement tool developed by SquadStack significantly improves communication clarity without eliminating accents, increasing comprehension ability by about 40%.
Although AI-driven accent modification technology solves actual business challenges, it also raises important ethical issues. Critics argue that this “beautifying” accent may reinforce linguistic bias and continue the hierarchy of English pronunciation. Teleperformance argues that the technology is only used to remove barriers to understanding, improve efficiency, and does not store or change data for a long time. However, the debate continues: Should companies choose between convenience and cultural authenticity, or is it possible to achieve a balance between the two?
In addition, it is worth noting that AI-powered accent modification technology may make scam calls more convincing and more difficult to detect. Scammers often rely on social engineering, and foreign accents have always been a warning sign. With AI technology neutralizing accents, scammers can more easily impersonate banks, technical support or government agencies, making scam activities more effective. Therefore, it is particularly important to ensure that scams are not facilitated while enjoying the customer service transformation brought by AI.
Key points:
AI technology modifies accents in real time in call centers, aiming to reduce misunderstandings and increase efficiency.
This technology helps communicate between Indian employees and Western customers and improves customer satisfaction.
However, AI accent modifications have sparked ethical controversy and may contribute to the hidden dangers of fraudulent activities.