Firstsource Solutions Limited, a global provider of customer experience and digital solutions, has announced a new partnership with Sanas, a company known for its real-time speech technology. The collaboration aims to improve how customer support teams communicate with global customers using artificial intelligence.
Sanas has developed a unique Real-Time Accent Translation tool that changes how agents and customers understand each other, regardless of regional accents. This technology converts speech in real time, helping remove communication barriers between people with different accents. By using this tool, Firstsource is making customer interactions clearer, faster, and more effective.
This new solution supports Firstsource’s UnBPO™ approach, which focuses on using smart technology to go beyond traditional outsourcing. The AI-driven system does not require changes to hardware or backend systems. It simply works in the background, letting agents speak more naturally while customers hear them with an accent they can better understand.
AI in Customer Experience Is Showing Results
The use of AI in customer service is growing quickly. Research shows that companies using AI in customer experience are 128% more likely to see strong returns on investment. By adding Sanas’ technology into daily operations, Firstsource is aiming to deliver better service, reduce agent stress, and improve key performance metrics.
“This partnership is in line with our commitment to smart, scalable innovation,” said Ashish Chawla, President – CX and Consulting at Firstsource. “With Sanas, we’re helping agents have more confident conversations and deliver better results without any added complexity.”
Chawla added that customer service is evolving. It’s no longer just about cutting costs; it’s about delivering better outcomes. Sanas’ Real-Time Accent Translation makes conversations smoother and more inclusive, whether the customer is a patient, a student, or a consumer. No extra hardware or complex upgrades are needed. The technology quietly works in the background but makes a big difference.
“This shows what the future of work looks like - humans and AI working together. It helps agents connect better, respond faster, and do their jobs more effectively,” Chawla said.
Proven Impact Across Industries
Sanas’ technology is already showing strong performance in other organizations, including:
17% improvement in sales efficiency
21% higher Net Promoter Scores (NPS) at a major global tech firm
18% decrease in average handling time (AHT)
No reported cases of customers asking for a different agent
22% increase in Customer Satisfaction (CSAT) scores
95% adoption rate among customer service agents
A Step Toward Inclusive Communication
Sanas' CEO and co-founder, Sharath Keshava Narayana, welcomed the partnership. “We’re excited to work with Firstsource to bring our accent translation technology to their teams worldwide,” he said. “This is a big step forward in making conversations smoother and more inclusive for everyone, no matter where they’re from.”
By combining Firstsource’s customer-first approach with Sanas’ real-time AI capabilities, both companies aim to redefine how customer support is delivered across industries and regions.
About Firstsource
Firstsource Solutions Limited is a global service provider under the RP-Sanjiv Goenka Group. The company offers business solutions across the customer journey in sectors like Healthcare, Banking and Financial Services, Communications, Media and Tech, and Retail. With offices across the US, UK, India, Philippines, Mexico, Romania, Turkey, Trinidad & Tobago, South Africa, and Australia, Firstsource delivers results using a deep focus on domain expertise, AI, data, and analytics. Their UnBPO™ model helps clients solve complex challenges quickly and at scale.
About Sanas
Founded in 2020, Sanas has built the world's first real-time speech transformation platform using its proprietary AI to facilitate better communication between languages and accents. Sanas' main products are Real-Time Accent Translation and Bi-Directional Noise Cancellation. Sanas was co-founded by Sharath Keshava Narayana and CTO Shawn Zhang and aims to build more inclusive global communication experiences, transcending linguistic divides with AI.
