With the tech race well and truly underway, the winners will be the organizations that build AI into the fabric of their processes, not the ones that simply deploy the most models
Words by Charudatt Chindarkar
For Akash Pugalia, Chief Digital Officer at TP Group, the future of customer experience isn’t about replacing humans—it’s about empowering them. In this strategic dialogue, he warns against the risks of “isolated” AI deployment and defines the industry’s pivot from traditional outsourcing to “outcomes orchestration.” Pugalia outlines how TP is upskilling 490,000 experts to deliver a service model that is powered by Emotional Intelligence (EI) and enabled by AI.
When you advise global clients, what is the single biggest strategic risk you see in their rush to adopt generative AI for customer service?
The biggest risk I see is that many organizations are deploying generative AI as isolated tools rather than as part of a broader, orchestrated system. In the rush to adopt AI, companies often focus on quick wins – a bot here, an assistant there, without ensuring the underlying data, processes, governance, and human teams are aligned to support it.
The danger is that generative AI becomes another silo; it produces output, but it doesn’t integrate with knowledge bases, customer history, operational workflows, or human escalation paths. And when AI operates in isolation, you increase the likelihood of inconsistency, hallucinations, and fragmented customer experiences.
What we advise, and what we practice in our own TP.ai Data Services ecosystem is an end-to-end approach – clean and well-structured data, controlled knowledge sources, human-in-the-loop oversight, reliable evaluation frameworks, and an orchestration layer that allows AI agents, systems, and human teams to work together.
Generative AI can transform customer service, but only when it becomes part of a coordinated operating model. The winners will be the organizations that build AI into the fabric of their processes, not the ones that simply deploy the most models.
At TP, we invest in a robust AI infrastructure that ensures scalability, optimization, and reliability.
As pioneers in AI, we pilot projects thoughtfully, ensuring compliance, establishing clear ethical guidelines, and fostering a culture that embraces innovation. We help organizations unlock the full potential of generative AI for enterprises. This journey not only drives operational excellence and growth but also positions enterprises as enablers in the new AI-powered world.
How do you ensure that the AI handling millions of daily customer interactions remains equitable, empathetic, and free from bias?
At TP, we ensure equitable, empathetic, and bias-free AI through our ‘High-Tech, High-Touch, High-Standard’ approach, which fundamentally blends deep technological intelligence with human emotional depth and rigorous ethical governance.
We call it Powered by EI, Enabled by AI. We embed human oversight at every critical juncture, combining AI tools with our emotionally intelligent Customer Experts who understand context, nuance, and empathy. Our AI deployment is anchored in principles of inclusivity, fairness, and transparency, ensuring it aligns with our organizational values and employee readiness. Furthermore, we adhere to strict compliance protocols and governance models across our global operations, ensuring all systems are backed by robust checks and aligned with local regulations, cultural sensitivities, and global best practices, especially in sensitive areas like content moderation and customer interactions.
Does a future powered by advanced AI ultimately shrink the traditional BPO industry, or does it simply redefine your company’s core value?
A future powered by advanced AI continues to redefine the BPO industry’s core value rather than simply shrinking it. Our value grows thanks to this transformation; instead of being providers of capacity, we become partners in AI adoption, model training, data governance, orchestration, and outcome delivery.
We firmly believe AI is designed to augment, not replace, human talent. Our strategy is to evolve from AI adoption to leading AI innovations, shifting towards high-value services such as AIML ops, and advanced analytics and consulting. This redefinition involves expanding our talent pool, particularly in strategic hubs like India.
We focus on enhancing human connection with technology, using AI to improve internal processes, empower agents with smarter tools, and handle more complex, emotionally charged interactions that only humans can manage. This continuous evolution ensures our workforce remains relevant.
The companies that will lead this new era are those that see AI not as a threat to their business model, but as the catalyst to evolve from business process outsourcing to business outcomes orchestration
How are you preparing your own massive workforce for a future where their most valuable skill isn’t just answering a query, but making the most of collaborations with AI?
At TP, we are proactively preparing our massive workforce for an AI-centric future through a multi-pronged approach that prioritizes upskilling, emotional intelligence (EI) training, and a human-tech synergy model. Our HR function plays a central role, introducing continuous learning programs that develop both digital and emotional intelligence skills across our global workforce of 490,000 employees, including over 90,000 passionate employees in India.
It is time to develop a new generation of tech-enabled professionals who can combine agentic AI and analytical rigor with human empathy. We invest in AI-powered automation as an agent-assist tool, empowering our experts to focus on complex, nuanced, and emotionally sensitive scenarios. Emotional intelligence powers active listening, adaptability, and conflict resolution, transforming challenges into opportunities and turning dissatisfied customers into brand advocates.
This is why, at TP, we don’t just have agents; we have TP experts – trusted experts who go beyond transactions to build lasting relationships.
Additionally, we foster strategic academic partnerships to co-create future-ready curricula, building a robust pipeline of digitally skilled talent. This holistic approach ensures our employees are not just equipped with new skills, but also empowered to collaborate effectively with AI, leading to enhanced career progression.
