Firstsource and Sanas partner to redefine customer conversations with AI
MUMBAI, India , May 22, 2025 /PRNewswire/ — Firstsource Solutions Limited (NSE:FSL ) ( BSE:532809), a leading global provider of transformational solutions and services and an RP-Sanjiv Goenka Group company, has partnered with Sanas, provider of the world's first real-time speech understanding platform, to enable next-level customer conversations powered by AI.
Aligned with Firstsource's UnBPO™ philosophy, the integration of Sanas' Real-Time Accent Translation technology marks a strategic leap in AI-first customer experience. This seamless, speech-to-speech solution eliminates accent and language barriers—enhancing clarity, reducing cognitive strain, and empowering agents to connect with global customers more confidently and effectively. As AI moves from pilot to performance, early adopters are already seeing the impact—128% more likely to report high ROI from their AI tools in CX. By embedding intelligent, unobtrusive tech into day-to-day operations, Firstsource is unlocking scalable, measurable value—boosting agent productivity, strengthening conversations, and delivering next-gen CX outcomes at speed and scale.
'At Firstsource, we seek partnerships that reflect our commitment to smart, scalable transformation—solutions that deliver maximum impact with minimal friction, improving both experience and outcomes. Our collaboration with Sanas is a powerful expression of the UnBPO™ philosophy: leveraging intelligent, human-centric technology to elevate performance and ROI.
'The Customer Experience (CX) landscape is undergoing a fundamental shift—from cost efficiency to outcome-driven impact. With Sanas' AI-powered Real-Time Accent Translation, we are enabling more inclusive, fluid customer conversations — irrespective of who the customer is — a consumer, a student, or a patient — without the need for hardware changes or system overhauls. It is an innovation that works in the background but transforms everything.
'This is the Future of Work in action—a seamless human-AI partnership where technology enhances connection, boosts responsiveness, and empowers agents to perform at their best,' said Ashish Chawla , President – CX and Consulting at Firstsource.
The technology is industry-agnostic, enabling a host of benefits for enhanced communication across diverse industries. Early implementations of this technology in other enterprises have demonstrated significant performance results: 17% average increase in sales efficiency
21% improvement in Net Promoter Score (NPS) at a Fortune 20 global tech company
at a Fortune 20 global tech company 18% average reduction in AHT
Zero instances of customers asking to speak with another agent
of customers asking to speak with another agent 22% average boost in Customer Satisfaction (CSAT)
95% agent adoption rate
'We're thrilled to partner with Firstsource to bring Sanas' Real-Time Accent Translation technology to their global operations. This collaboration marks a major milestone in our mission to make communication more inclusive and effortless. Our groundbreaking AI technology, combined with Firstsource's customer-first approach, enables contact center agents to have clearer, more effective conversations—regardless of accent or geography. Together, we are setting a new standard for exceptional agent and customer experiences alike,' said Sharath Keshava Narayana , CEO and co-founder, Sanas.ai .
About Firstsource
Firstsource Solutions Limited, an RP-Sanjiv Goenka Group company (NSE: FSL ) ( BSE: 532809 ) ( Reuters: FISO.BO ) ( Bloomberg: FSOL:IN), is a global leader providing transformational solutions and services spanning the customer lifecycle across Healthcare, Banking and Financial Services, Communications, Media and Technology, Retail, and other diverse industries. With a global footprint across US, UK, India , Philippines , Mexico , Romania , Turkey , Trinidad & Tobago , South Africa , and Australia , we 'make it happen' for our clients, solving their biggest challenges with hyper-focused, domain-centered teams and cutting-edge tech, data, and analytics. Our inch-wide, mile-deep practitioners work collaboratively, leveraging UnBPO™ — our differentiated approach to reimagining traditional outsourcing — to deliver real-world, future-focused solutions that drive speed, scale, and smarter decision, turning transformation into tangible results for our clients.
(www.firstsource.com)
About Sanas
Sanas provides the world's first Real-Time Speech Understanding Platform powered by its patented AI technologies. Born from a mission to power a kinder, more compassionate world, Sanas is pioneering a revolution in human connection by making global, real-time communication more inclusive. Today, Sanas offers Real-Time Accent Translation and Two-Way Noise Cancellation. Founded in 2020, Sanas is led by a team of exceptional co-founders, including CEO Sharath Keshava Narayana and CTO Shawn Zhang .
(Sanas.ai)
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Forward-looking statements can generally be identified by words such as 'potential,' 'can,' 'will,' 'may,' 'could,' 'trend,' 'potentially,' 'upcoming,' 'progression,' 'progress,' 'investigating,' 'investing,' 'look beyond,' or similar terms, or by express or implied discussions regarding potential marketing approvals, new indications or labeling for Pluvicto, or regarding potential future revenues from Pluvicto. You should not place undue reliance on these statements. Such forward-looking statements are based on our current beliefs and expectations regarding future events, and are subject to significant known and unknown risks and uncertainties. Should one or more of these risks or uncertainties materialize, or should underlying assumptions prove incorrect, actual results may vary materially from those set forth in the forward-looking statements. 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In particular, our expectations regarding Pluvicto could be affected by, among other things, the uncertainties inherent in research and development, including clinical trial results and additional analysis of existing clinical data; regulatory actions or delays or government regulation generally; global trends toward health care cost containment, including government, payor and general public pricing and reimbursement pressures and requirements for increased pricing transparency; our ability to obtain or maintain proprietary intellectual property protection; the particular prescribing preferences of physicians and patients; general political, economic and business conditions, including the effects of and efforts to mitigate pandemic diseases; safety, quality, data integrity or manufacturing issues; potential or actual data security and data privacy breaches, or disruptions of our information technology systems, and other risks and factors referred to in Novartis AG's current Form 20-F on file with the US Securities and Exchange Commission. Novartis is providing the information in this press release as of this date and does not undertake any obligation to update any forward-looking statements contained in this press release as a result of new information, future events or otherwise. About Novartis Novartis is an innovative medicines company. Every day, we work to reimagine medicine to improve and extend people's lives so that patients, healthcare professionals and societies are empowered in the face of serious disease. Our medicines reach nearly 300 million people worldwide. Reimagine medicine with us: Visit us at and connect with us on LinkedIn, Facebook, X/Twitter and Instagram. References Data on file. Pluvicto [prescribing information]. Millburn, NJ: Advanced Accelerator Applications USA, Inc.; 2025. An International Prospective Open-label, Randomized, Phase III Study Comparing 177Lu-PSMA-617 in Combination With SoC, Versus SoC Alone, in Adult Male Patients With mHSPC (PSMAddition). identifier: NCT04720157. Updated March 5, 2025. Accessed June 2, 2025. Oing C, Bristow RG. Systemic treatment of metastatic hormone-sensitive prostate cancer—upfront triplet versus doublet combination therapy. ESMO Open 2023l doi: 10.1016/ Sartor O, J. de Bono KN, Chi K, et al. Lutetium-177–PSMA-617 for Metastatic Castration-Resistant Prostate Cancer. NEJM 2021; doi: 10.1056/NEJMoa2107322. Morris M, Castellano D, Herrmann K, et al. 177Lu-PSMA-617 versus a change of androgen receptor pathway inhibitor therapy for taxane-naive patients with progressive metastatic castration-resistant prostate cancer (PSMAfore): a phase 3, randomised, controlled trial. The Lancet 2024; doi: 10.1016/S0140-6736(24)01653-2. University of Chicago Medicine. Lutetium-177 PSMA Therapy for Prostate Cancer (Pluvicto). Accessed June 18, 2024. Jadvar H. Targeted Radionuclide Therapy: An Evolution Toward Precision Cancer Treatment [published correction appears in AJR Am J Roentgenol. 2017 Oct;209(4):949. doi: 10.2214/AJR.17.18875]. AJR Am J Roentgenol. 2017;209(2):277-288. doi:10.2214/AJR.17.18264 Jurcic JG, Wong JYC, Knoc SJ, et al. Targeted radionuclide therapy. In: Tepper JE, Foote RE, Michalski JM, eds. Gunderson & Tepper's Clinical Radiation Oncology. 5th ed. Elsevier, Inc. 2021;71(3):209-249 # # # Novartis Media Relations E-mail: [email protected] Novartis Investor RelationsCentral investor relations line: +41 61 324 7944 E-mail: [email protected] Disclaimer: The above press release comes to you under an arrangement with GlobeNewswire. Business Upturn takes no editorial responsibility for the same. GlobeNewswire provides press release distribution services globally, with substantial operations in North America and Europe.
