In a major move aimed at transforming the customer experience (CX) landscape, Firstsource Solutions, a global leader in business process management, has partnered with Sanas, a Silicon Valley-based AI company, to introduce real-time voice AI technology for customer interactions. This collaboration signals a shift in how businesses can leverage artificial intelligence to drive clarity, empathy, and efficiency in customer support.
The Power of Real-Time AI in Customer Experience
The partnership brings to market an AI-powered accent translation and modulation tool that operates in real-time, allowing customer service agents to communicate more clearly and naturally with customers across the globe. This isn’t just speech-to-text — it’s intelligent, real-time voice adaptation.
The goal? Eliminate misunderstandings, reduce call handling times, and ultimately enhance customer satisfaction.
With Sanas’ voice AI, agents can sound more familiar to the customer they’re speaking to, without changing the meaning or emotional tone of what’s being said. Meanwhile, Firstsource’s operational scale ensures this innovation reaches businesses across industries like banking, healthcare, telecom, and retail.
A Game Changer for Global CX Teams
Customer service has long struggled with communication barriers — especially in global markets where accent differences can lead to friction, frustration, and longer call durations. This new solution bridges that gap, delivering a more human, personalized experience across all customer touchpoints.
Key benefits of this real-time AI solution include:
- Improved comprehension and rapport between agents and customers
- Faster resolution times and reduced call escalations
- Enhanced agent confidence and job satisfaction
- A consistent, high-quality CX across geographies
Aligning with the Future of Contact Centers
As contact centers rapidly digitize, real-time AI like Sanas’ is set to play a central role in redefining how brands engage with customers. This technology supports Firstsource’s broader strategy of becoming a “Digital First, Digital Now” CX provider — focusing on innovation, empathy, and efficiency at scale.
With AI now handling everything from voice modulation to predictive analytics and automation, the contact center is becoming smarter, faster, and more responsive than ever before.
Final Thought
The Firstsource–Sanas partnership is more than a tech upgrade — it’s a statement about the future of global customer service. By combining cutting-edge AI with deep domain expertise, the two companies are paving the way for seamless, inclusive, and intelligent customer interactions that set a new standard for CX excellence.
