In a remarkable development that highlights both the innovation and ethical concerns of artificial intelligence, a new report reveals that overseas call centres are increasingly turning to AI-powered tools to modify the accents of their agents in real time. These systems aim to make agents sound more “native” to American or British customers, potentially transforming the global customer service landscape.
According to a detailed report by The Washington Post, companies based in India, the Philippines, and parts of Africa are using artificial intelligence to change the voice accents of call centre employees during live customer interactions. This is done through real-time voice modulation software that leverages deep learning to process speech, predict emotion, and mimic regional pronunciations—without a noticeable lag.
These AI solutions are marketed as tools to “neutralize” accents, aiming to reduce customer complaints, enhance satisfaction, and lower discrimination against non-native English speakers. Many firms argue that these tools improve communication and help workers retain jobs in an increasingly competitive outsourcing industry.
The voice-altering software works by intercepting the audio as soon as it leaves the call agent’s microphone. Before it reaches the customer, the voice is processed through neural network algorithms trained on native speaker samples. This results in a smoother, regionally adapted version of the agent’s voice, with improved pronunciation, rhythm, and intonation.
Several AI startups, like Sanas, Lovo, and Resemble.ai, are at the forefront of this innovation. Sanas, for example, claims that its platform can allow an Indian call centre agent to sound like an American or British caller with zero delay and high accuracy.
Visit the official Sanas website to learn more about its real-time accent translation tool.
Call centres have long faced challenges due to linguistic and cultural barriers. Often, agents with excellent English skills still face ridicule or disrespect due to their regional accent. According to a study by Stanford University, nearly 70% of customer complaints in offshore call centres involve some form of bias against accents.
Here’s what AI accent modification can change:
Employers are reporting up to 30% increases in customer satisfaction scores after implementing these systems.
However, not everyone is celebrating this shift. Critics argue that accent-modifying technology promotes linguistic discrimination and suppresses cultural identity. Some experts say it reinforces the idea that certain English accents are superior, pushing workers to hide their true selves.
Linguist and AI ethicist Dr. Anita Verma warns, “We are creating a world where your voice must fit a mold to be accepted. That’s not inclusion—that’s assimilation.”
Moreover, there are data privacy issues. Since the software often records, analyzes, and stores voice data, questions about how that data is handled remain unanswered. Regulators in the US and EU are examining whether these tools fall under biometric data protection laws.
The rise of AI in call centres is also reigniting debates about worker surveillance and consent. In many cases, employees may not have full knowledge or control over how their voice is used or modified.
Some workers see the technology as a blessing. “I used to get insulted just because of my Indian accent,” says Rohan Sharma, a call centre agent in Noida. “Now, customers treat me with more respect. I feel more confident.”
Others are conflicted. “It’s nice that I don’t have to fake an accent myself,” shares Maria Santos, a Manila-based agent. “But it’s weird knowing the voice isn’t fully mine anymore.”
In some centres, AI accent modification is optional. In others, it’s mandatory. Workers’ opinions remain divided across regions.
The global market for AI-powered speech and voice recognition was valued at over $10 billion in 2023 and is expected to surpass $40 billion by 2030, according to a report by Statista.
Call centres represent a major chunk of this growth. Outsourcing firms are investing heavily in technology that can give them an edge in the global BPO (business process outsourcing) market. Major clients from the U.S. and U.K. are reportedly demanding better voice quality and communication clarity from offshore partners.
As AI technologies continue to evolve, accent modification might expand into other industries, from virtual assistants to sales and telemedicine. But whether it will promote better communication or homogenize human expression remains to be seen.
Some experts are calling for a global ethical framework to regulate voice-based AI. Until then, the lines between human and machine, native and foreign, real and artificial, will continue to blur.
The use of AI to change call centre accents is one of the most controversial and fascinating uses of artificial intelligence in customer service. While it promises smoother interactions and happier customers, it also raises serious ethical, cultural, and legal questions.
As the line between human and machine voices continues to fade, one thing is clear: AI is not just changing how we work—it’s changing how we sound.
To better understand the future of AI in customer service and voice technology, visit:
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