Embracing AI is the battle plan for call centres

IN a hotel ballroom packed with stakeholders from the world’s second-largest provider of outsourcing services, its main trade group leader issued a bold call: embrace generative AI, don’t fear it.

The South-East Asian nation should tap the technology to “propel the sector to new heights of efficiency,” Jack Madrid, president of the IT & Business Association of the Philippines, told an industry summit attended by some 800 delegates.