Firstsource and Sanas Partner to Redefine Customer Conversations with AI
Creating Seamless, Human-Centric Customer Experiences at Scale
In today’s digital economy, customer expectations are rapidly evolving. People demand faster, more personalized, and seamless service. Businesses must now move beyond transactional efficiency to deliver true connection. In response to this shift, Firstsource has joined hands with Sanas to pioneer a new era of AI-powered customer conversations.
This groundbreaking collaboration, announced on May 22, 2025, introduces Sanas’ Real-Time Accent Translation technology into Firstsource’s customer experience (CX) operations. With this, Firstsource deepens its commitment to the UnBPOᵀᴹ philosophy—infusing intelligent automation into human-first service design.
Breaking Down Barriers with AI
Traditionally, accent and language differences in global support centers created barriers to smooth interactions. Customers struggled to understand agents. Agents had to work harder to be understood. This dynamic strained communication, added to cognitive load, and reduced satisfaction on both ends.
However, Sanas’ solution changes that.
Using real-time, speech-to-speech AI, the technology removes accent and language biases without requiring any hardware changes. As a result, it enables clearer, faster, and more empathetic conversations between agents and customers. Notably, the system runs in the background—delivering significant improvements without disrupting workflows.
The Power of UnBPOᵀᴹ in Action
At the heart of Firstsource’s transformation journey is UnBPOᵀᴹ—a unique approach that blends domain expertise, AI, and process redesign. It aims to move customer management away from legacy outsourcing models toward a smarter, more sustainable future.
Partnering with Sanas fits perfectly within this vision.
As Ashish Chawla, President – CX and Consulting at Firstsource, puts it,
“Our collaboration with Sanas reflects our belief in tech-led, human-centric innovation. This is the future of work—where AI doesn’t replace people, but enables them to thrive.”
Indeed, Sanas’ Accent Translation capability allows agents to focus more on active listening and issue resolution—rather than being distracted by communication friction.
The Impact: Real Metrics, Real Results
Although the collaboration is new, early adopters of Sanas’ technology have already reported compelling metrics across industries:
- 17% increase in sales efficiency
- 21% boost in NPS at a Fortune 20 tech company
- 18% reduction in Average Handle Time (AHT)
- 22% uplift in CSAT
- Zero instances of customers requesting another agent
- 95% agent adoption rate
These numbers are more than impressive—they demonstrate the power of inclusive technology to transform CX outcomes at scale. And since the platform is industry-agnostic, the benefits can be applied to sectors ranging from healthcare and banking to education and telecom.
AI that Works Behind the Scenes, Yet Transforms Everything
In customer interactions, clarity is key. But clarity often gets lost when accents differ significantly. This is especially true in global support models, where agents interact with customers from diverse geographies.
That’s where Sanas comes in. Their platform translates accents in real-time, without distorting tone or meaning.
Moreover, the technology reduces the cognitive load on both agents and customers. This makes conversations smoother, faster, and less emotionally draining.
As a result, customer trust improves. Agent confidence grows. And businesses gain measurable returns—without the need for complex tech integrations or costly infrastructure upgrades.
Human + AI = Better Together
Today’s leading CX providers understand that AI is not a silver bullet. Instead, it’s a force multiplier—one that should enhance, not replace, human talent.
This belief is central to both Firstsource and Sanas.
Sharath Keshava Narayana, CEO and co-founder of Sanas, expressed his enthusiasm:
“We’re thrilled to join forces with Firstsource. Together, we’re raising the bar for global communication—making it more inclusive, effective, and compassionate.”
Indeed, by blending AI precision with human empathy, this partnership redefines what great service feels like. It builds stronger connections across cultures and reduces service friction—leading to better business outcomes and brand loyalty.
Looking Ahead: A Blueprint for the Future of CX
As AI adoption moves from pilot phase to full-scale performance, early movers like Firstsource are setting a compelling precedent. A recent study shows that early AI adopters in CX are 128% more likely to see high ROI.
This is not just about automation—it’s about creating intelligent systems that adapt to human needs.
By embedding AI that quietly works in the background, Firstsource is enabling more natural, more productive conversations. The result? Faster issue resolution, happier customers, and empowered agents.
Ultimately, partnerships like this signal a clear trend: Customer experience is no longer just a cost center—it’s a value driver.
Final Thoughts
The partnership between Firstsource and Sanas is more than a tech integration. It is a vision brought to life. A vision where intelligent automation serves humanity—not the other way around.
By investing in accent translation and real-time speech technology, Firstsource continues to lead in next-gen CX transformation. It also proves that when people and technology work in harmony, extraordinary outcomes are possible.
So, what does the future of CX look like?
It sounds like clarity.
It feels like confidence.
And it’s powered by partnerships like Firstsource and Sanas.
