India’s massive call center industry — which employs over 3 million professionals — is at a turning point as artificial intelligence (AI) begins reshaping the sector.
Accent Translation: Technology or Digital Whitewashing?
In 2023, a new AI-powered software began transforming how Indian agents communicate with overseas customers by modifying their accents to sound more Western. Dubbed “accent translation,” this tech is now being used by over 42,000 agents, but critics argue it’s a form of “digital whitewashing” — an erasure of authentic voices in favor of a global corporate standard.
From Assistance to Automation: The AI Shift
AI tools aren’t just altering how agents sound — they’re automating key parts of the job. AI is now:
Responding to common customer queries,
Monitoring call quality,
Offering real-time response suggestions,
And in some cases, completely handling customer calls.
Industry watchers say the writing is on the wall. Mark Serdar, an expert in AI workforce trends, warns that entry-level BPO jobs are at high risk. Even TCS CEO K. Krithivasan has acknowledged that traditional call centers may see reduced relevance in the near future.
New Opportunities in the AI Age
However, there’s a silver lining. As some jobs phase out, new roles in data labeling, AI training, and quality evaluation are emerging. These tech-driven roles are even creating opportunities for women in Tier 2 and Tier 3 cities, contributing to more inclusive digital employment.
Still, not everyone will find the transition easy. Many current workers may struggle to reskill fast enough to remain relevant in this changing landscape.
As Prithvijit Roy, former AI lead at Accenture, aptly put it:
“It’s like the industrial revolution. Some will suffer.”
Final Thought
The evolution is underway. AI isn’t coming for call center jobs — it’s already here. The question that remains: Can we adapt quickly enough to thrive in this new world?