AI-Powered Accent Modification in Call Centers: Innovation or Ethical Concern?

Call Centers Hit the Right Note with Real-Time Accent Tweaks by AI

SquadStack CEO noted that AI accent modification allows businesses to tap into a global talent pool without requiring extensive language training. In a move that has kicked off a debate around the role of AI in global business communication, Teleperformance, the world's largest call centre operator, has begun using artificial intelligence to modify Indian accents for western customers in real time. The French company claims the technology, developed by US-based startup Sanas, helps reduce miscommunication, increase productivity, and even protect call centre workers from verbal abuse. However, the question is whether to see this AI-driven accent modification as a breakthrough in customer service or if it raises ethical concerns about linguistic identity and bias. With a workforce of around 90,000 employees in India and tens of thousands more worldwide, Teleperformance plays a crucial role in serving UK customers. Its clients range from major corporations like Vodafone and eBay to essential public services, including the government and the NHS. Call centres have long been a backbone of global customer service, with India emerging as a major hub due to its large English-speaking workforce. However, customers, particularly in western markets, sometimes struggle to understand foreign accents, leading to frustration, longer call times, and increased escalations. In an exclusive conversation with AIM, Apurv Agrawal, CEO and co-founder of SquadStack, explained: "Companies are responding to customers' expectations for seamless communication. Our research at SquadStack shows that communication barriers can reduce conversion rates by up to 23%. "While customer demand is a driving factor, operational benefits are equally compelling. These systems can reduce call handling times by 15-20% and minimise the need for repetition, which directly impacts efficiency." Agrawal noted that AI accent modification allows businesses to tap into a global talent pool without requiring extensive language training. "Rather than forcing agents to adopt unnatural accents through traditional training, AI allows them to communicate authentically while ensuring clarity." The technology behind real-time accent modification is sophisticated. AI models first use automatic speech recognition (ASR) to transcribe spoken words, followed by natural language processing (NLP) to identify phonetic patterns, stress variations, and intonations unique to the speaker's accent. Transformation algorithms then adjust these elements to align with more widely understood pronunciation norms while retaining the speaker's natural tone and emotion. And the result is speech that sounds more "neutral" to the listener, delivered with minimal latency, often under 100 milliseconds. According to Agrawal, the best AI accent-modification systems use multimodal Transformer architectures that process both acoustic and linguistic information simultaneously. "These systems ensure that conversations remain fluid, reducing misunderstandings and enhancing customer satisfaction." While companies like Teleperformance use AI to make Indian agents sound more "western", some firms are exploring the reverse, helping Indian customers better understand foreign call centre agents. SquadStack, for instance, has developed AI-driven communication enhancement tools that work bi-directionally, ensuring mutual comprehension rather than erasing accents. "Our technology doesn't eliminate accents but enhances clarity by adjusting speech patterns that typically cause misunderstandings. We've found this approach respects cultural identities while improving comprehension by approximately 40%," said Agrawal. While AI-powered accent modification solves real business challenges, it also raises important ethical questions. Critics argue that "whitening" accents reinforce linguistic biases and perpetuate a hierarchy of acceptable English pronunciations. Teleperformance defends the move, stating that the AI simply removes barriers to understanding, improving efficiency without storing or altering data long-term. However, the debate continues: Should businesses prioritise convenience over cultural authenticity, or is there a way to balance both? On the downside, AI-driven accent modification in call centres could make scam calls more convincing and harder to detect. Scammers often rely on social engineering, and a foreign accent has traditionally been a red flag. With AI neutralising accents, fraudsters can impersonate banks, tech support, or government agencies more convincingly, making scams more effective. While AI transforms customer service, it's crucial to ensure it doesn't empower scammers.

Real-time AI voice technology alters accents in Indian call centers for better clarity

Serving tech enthusiasts for over 25 years. TechSpot means tech analysis and advice you can trust. Teleperformance SE, the world's largest call center operator, is implementing an artificial intelligence system designed to soften the accents of English-speaking Indian workers in real-time. The company claims this technology will enhance customer understanding and satisfaction. "When you have an Indian agent on the line, sometimes it's hard to hear, to understand," Deputy Chief Executive Officer Thomas Mackenbrock told Bloomberg. "[This technology can] neutralize the accent of the Indian speaker with zero latency, [creates] more intimacy, increases the customer satisfaction, and reduces the average handling time." The technology analyzes speech input and modifies it to match a specified accent while preserving the speaker's original voice and emotion. The system uses speech recognition to capture the speaker's voice in real-time. Advanced algorithms then transcribe the spoken words into text, accounting for various accents and speech patterns. Once the system transcribes the speech, the core accent translation process analyzes the speaker's accent and pronunciation patterns. Then, it applies AI models trained on datasets of various accents to modify the voice. During the conversion, the software modifies intonation, stress patterns, and phoneme pronunciation to align with the target accent. The system employs text-to-speech (TTS) technology to synthesize the phonetic pattern and convert the text into a synthesized voice that maintains the speaker's original tone, emotion, and identity. Teleperformance is deploying technology with background noise cancellation in Indian call centers, providing customer support for international clients. Its customers include major tech companies like Apple, TikTok, and Samsung Electronics. The technology is part of a larger Teleperformance AI investment strategy. The company plans to invest up to €100 million ($104 million) in AI partnerships in 2025. Palo Alto-based startup Sanas developed the accent technology after a $13 million Teleperformance investment earlier this year. The software comes as the call center industry faces challenges from the rise of AI chatbots. Last year, Teleperformance experienced a significant drop in share prices after Swedish fintech firm Klarna Bank announced that its AI assistant was doing the work equivalent to 700 full-time agents. In response, Teleperformance has focused on using AI to enhance rather than replace its workforce of 490,000 employees. Sanas states that its goal is to reduce "accent-based discrimination." However, while the software may not replace workers directly, there are concerns about the potential impact on call centers in places like the Philippines, which have built their market position on high-quality English speakers. Currently, the software supports Indian and Filipino inflections. Sanas is developing versions for other regions, including Latin America. Mackenbrock emphasized that while AI will be ubiquitous, "the human element will be incredibly important" in building connections and enhancing customer experiences.

Teleperformance rolls out AI software that 'neutralizes' Indian call...

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.

The World's Largest Call Center Company Will Use AI To Scrub Indian Accents To 'Create More Intimacy, Increase Customer Satisfaction'

Enter your email to get Benzinga's ultimate morning update: The PreMarket Activity Newsletter The world's largest call center operator, Teleperformance, is rolling out artificial intelligence to modify the accents of its Indian customer service agents in real-time. The company claims this move will make agents more understandable to English-speaking customers and improve overall call quality. How It Works Teleperformance has partnered with Palo Alto-based startup Sanas, investing $13 million into its "accent translation" technology. This AI system softens an agent's accent while also eliminating background noise such as sirens, roosters, or office chatter. The company has exclusive rights to resell this technology to its clients, which include Apple, Samsung, and TikTok. Don't Miss: 'Scrolling To UBI' -- Deloitte's #1 fastest-growing software company allows users to earn money on their phones. You can invest today for just $0.26/share with a $1000 minimum. The secret weapon in billionaire investor portfolios that you almost certainly don't own yet. See which asset class has outpaced the S&P 500 (1995-2024) - and with near-zero correlation. "When you have an Indian agent on the line, sometimes it's hard to hear, to understand," said Teleperformance Deputy CEO Thomas Mackenbrock in an interview with Bloomberg. He claims the technology "neutralizes the accent of the Indian speaker with zero latency," resulting in "more intimacy, increased customer satisfaction, and reduced the average handling time. It is a win-win for both parties." While initially deployed for Indian agents, the technology is also available for Filipino workers and is being adjusted for Latin American accents. Teleperformance, which employs around 490,000 workers globally, is integrating AI across its business, including AI co-pilots to train employees and AI-based transcription for quality control. Trending: Maker of the $60,000 foldable home has 3 factory buildings, 600+ houses built, and big plans to solve housing -- you can become an investor for $0.80 per share today. Investor Concerns Despite the company's enthusiasm, investors appear skeptical. Teleperformance announced a broader $104 million AI investment this year, but after sharing the news, its stock dropped 11%. Some analysts believe investors are wary of the long-term impact of AI on the traditional call center model. The rise of AI-powered chatbots has already shaken the industry. Concerns regarding the future of human customer care positions were raised last year when Klarna Bank revealed that its AI assistant could perform the tasks of 700 full-time agents. However, Teleperformance maintains that AI will complement human workers rather than take their place. See Also: If You're Age 35, 50, or 60: Here's How Much You Should Have Saved Vs. Invested By Now A Threat to Cultural Identity? Beyond investor concerns, the use of accent-neutralizing technology raises ethical questions. While Sanas promotes its technology as a way to "reduce accent-based discrimination," Bloomberg argues it strips workers of their cultural identity and the authenticity of customer interactions. The Philippines, for example, has long dominated the call center industry by training agents to speak clear, fluent English. If AI technology becomes widespread, some worry that it could undermine the competitive advantage of these countries. "AI will be ubiquitous, it is already today," Mackenbrock said. "But in order to build connections, customer experience, branding awareness, the human element will be incredibly important." Read Next: Deloitte's fastest-growing software company partners with Amazon, Walmart & Target - Many are rushing to grab 4,000 of its pre-IPO shares for just $0.26/share! It's no wonder Jeff Bezos holds over $250 million in art -- this alternative asset has outpaced the S&P 500 since 1995, delivering an average annual return of 11.4%. Here's how everyday investors are getting started. Market News and Data brought to you by Benzinga APIs

World's Largest Call Center Deploys AI to "Neutralize the Accent" of Indian Employees

Fresh off the heels of the AI-powered accent adjustments in the Oscar-nominated 2024 film "The Brutalist," the French company that owns the largest call center in the world has announced that it's using similar technology to "soften" its India-based agents' accents. As Bloomberg reports, the Paris-based outsourcing company Teleperformance -- which works with clients including Apple, Samsung, and TikTok -- invested $13 million earlier this year in Sanas AI, a "real-time speech understanding platform" that boasts a so-called "accent translation" feature that uses machine learning to scrub the accents of overseas customer service workers. In an interview with Bloomberg, Teleperformance deputy chief executive officer Thomas Mackenbrock said that Sanas' technology, which his employer has gained exclusive rights to through its partnership, can "neutralize the accent of the Indian speaker with zero latency." "When you have an Indian agent on the line, sometimes it's hard to hear, to understand," Mackebrock said. Translating agents' accents to make them easier for native English speakers on the other end of the line "creates more intimacy, increases the customer satisfaction, and reduces the average handling time," he added. "It is a win-win for both parties," the deputy CEO enthused. Despite those sentiments, however, the markets seem to disagree. As Investing.com reports, Teleconference stock fell 11 percent after the company announced in an investor call earlier in the week that it was investing up to $104 million in AI technologies. Though Teleperformance reported a consolidated revenue of $11 billion in 2024, per that call, investors seem to think the outsourcing company "missed expectations despite higher-than anticipated synergies," JPMorgan analyst Sylvia Barker wrote in a note viewed by Bloomberg. Reading between the lines, it sounds like investors aren't impressed with that big spend on AI technology -- or, perhaps, are displeased by the optics of "neutralizing" call center workers' accents. In classic C-suite-speak, the deputy CEO spun Teleperformance's accent translation investments as a boon for human labor in the age of AI. "AI will be ubiquitous, it is already today," Mackenbrock told Bloomberg. "But in order to build connections, customer experience, branding awareness, the human element will be incredibly important."

World's largest call center using AI to 'neutralize' Indian employees' accents

The world's biggest call center company is using AI to mask employees' accents. Credit: PeopleImages via Getty Images Teleperformance SE, the largest call center operator on the planet, has come up with a way to mask the fact it operates in India for customers calling for support with their latest iPhone or Galaxy device. In a new report from Bloomberg, Teleperformance shared that it invested $13 million in Sanas, an AI startup. Sanas has created technology that focuses on "reducing accent-based discrimination." As Teleperformance puts it, the technology can "neutralize" accents. "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 in an interview. Mackenbrock said that the AI technology can "neutralize the accent of the Indian speaker with zero latency." Sanas' accent-neutralizing technology currently works on Indian and Filipino accents. The company says that it's working on deploying it for other accents, such as those found in Latin America. The AI startup also provides a background noise removal feature in order to further mask any sort of ambient noise emanating from the call center employees' location that may give away where they are based. Teleperformance said that it's also using AI tools for more common AI tasks, such as transcribing calls and coaching new employees. The company announced it would invest a further $104 million in AI during an investor call.

Teleperformance uses AI to 'neutralize' Indian accents among staff

Teleperformance, the largest call-center operator in the world, is rolling out an artificial intelligence system that softens English-speaking Indian workers' accents in real time in a move the company claims will make them more understandable. The technology, called accent translation, coupled with background noise cancellation, is being deployed in call centers in India, where workers provide customer support to some of Teleperformance's international clients. Teleperformance provides outsourced customer support and content moderation to global companies including Apple, ByteDance's TikTok and Samsung Electronics. "When you have an Indian agent on the line, sometimes it's hard to hear, to understand," Deputy-CEO Thomas Mackenbrock said in an interview with Bloomberg. The technology can "neutralize the accent of the Indian speaker with zero latency," he said. This "creates more intimacy, increases the customer satisfaction, and reduces the average handling time: it is a win-win for both parties."

Teleperformance Uses AI to 'Neutralize' Indian Accents of Agents

Teleperformance SE, the largest call-center operator in the world, is rolling out an artificial intelligence system that softens English-speaking Indian workers' accents in real time in a move the company claims will make them more understandable. The technology, called accent translation, coupled with background noise cancellation, is being deployed in call centers in India, where workers provide customer support to some of Teleperformance's international clients. Teleperformance provides outsourced customer support and content moderation to global companies including Apple Inc., ByteDance Ltd.'s TikTok and Samsung Electronics Co Ltd.

Call centres using AI to 'whiten' Indian accents

The world's biggest call centre company is using artificial intelligence to "neutralise" Indian accents for Western customers. Teleperformance said it was applying real-time AI software on phone calls in order to increase "human empathy" between two people on the phone. The French company's customers in the UK include parts of the Government, the NHS, Vodafone and eBay. Teleperformance has about 90,000 employees in India and tens of thousands more in other countries. It is using software from Sanas, an American company that says the system helps "build a more understanding world" and reduces miscommunication. The company's website says it makes call centre workers more productive and means customer service calls are resolved more quickly. The company also says it means call centre workers are less likely to be abused and customers are less likely to demand to speak to a supervisor. It is already used by companies including Walmart and UPS.

Call centers are using AI for "accent translation.

Call center firm Teleperformance SE is rolling out an artificial intelligence system that "softens English-speaking Indian workers' accents in real time," aiming to "make them more understandable," reports Bloomberg. The company wouldn't disclose which clients use the tech, Bloomberg writes. The article notes that Teleperformance's call center and content moderation clients include Apple, Samsung Electronics, and TikTok.