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Reimagining Outsourcing: 5 Emerging Technology Trends for ITES Industry in 2024 and Beyond


In the evolving global commerce, ITES companies play a crucial role in streamlining operations, fostering innovation, and elevating customer experiences. As breakthroughs in automation, analytics, cloud platforms, and artificial intelligence enable faster, more accurate, and more personalized services, legacy ITES firms face a stark choice to embrace emerging technologies or risk decline amid rising competition from digital-native startups. With technological advancements reshaping customer expectations, ITES leaders must adopt emerging trends to future-proof competitiveness. From Cognitive computing and explainable AI to cross-platform automation and gamification, here are five emerging trends poised to transform the ITES industry in 2024 and beyond.

What to Expect in 2024: Five Key Trends

Cognitive Computing Minimizes Bias and Amplifies Data Value

Cognitive computing encompasses various techniques like machine learning, neural networks, and natural language processing to enable systems to mimic human-like analysis and decision-making. As these AI capabilities advance, ITES companies can incorporate them across service lines from finance and accounting to healthcare analytics and technical support. Sophisticated natural language processing allows chatbots and virtual agents to comprehend diverse customer intents and sentiments to improve response relevance. Automated reasoning and pattern recognition extract actionable intelligence from complex datasets faster than traditional methods. By 2024, cognitive computing will be vital to efficiently harnessing big data’s potential for sharper business insights. For instance, cognitive services can analyze customer service transcripts, social media feeds, and survey results to identify emerging issues and opportunities. Predictive algorithms can estimate project risks and resource needs well in advance, supporting superior planning. This augmented intelligence minimizes human bias while significantly amplifying the value of data.

Explainable AI Refines Algorithms and Clarifies Predictions

As AI adoption accelerates, explainability has become a top priority. Rules-based expert systems that articulate reasons for specific conclusions and customized recommendations foster greater trust than “black box” neural networks. Explainable AI helps data scientists refine algorithms by understanding failure points. For ITES engagements involving risk assessment, predictive analytics, or sensitive client information, transparent AI can enable accountability and consistency, ensuring rigorous governance standards are upheld. Explainable capabilities can reveal how input factors like financial history and demographics influence credit risk scoring. AI audit trails will be crucial for demonstrating compliance with internal and external regulators in the next few years. Tools like H2O Driverless AI democratize access to responsible AI, and their explainable modeling usage will expand rapidly across BPO/KPO use cases through 2024.

Ambient Computing for Intuitive, Personalized EX and CX

Ambient computing refers to seamlessly integrating devices, applications, and services with responsive AI to serve users’ immediate situational needs. For instance, smart speakers may lower background music volume when receiving a call or remind someone of appointments when detecting them leaving home. By blending into environments, ambient technology provides helpful assistance intuitively. ITES organizations can harness ambient computing to create tailored, context-aware customer and employee experiences. Virtual support agents may adjust communication styles based on individual preferences and behaviors observed during past interactions. Sales consultants can have relevant insights served up automatically by analyzing customer data, calendars, and locations. ITES Workplaces can activate biometric sensors and gesture controls to simplify access and sharing for in-office staff when needed. With the global ambient computing market expected to grow from $99.3 billion by 2030, leading ITES providers who implement ambient technology in the coming years will gain a competitive advantage.

Cross-Platform RPA Increases Agility Across Diverse Systems

Several ITES engagements span web, desktop, and mobile environments utilizing diverse hardware, operating systems, and networks. Manually moving data between these disparate platforms can be inefficient. Robotic process automation (RPA) enables seamless integration regardless of underlying architecture and applications. For instance, automated scripts can transfer information between iOS, Android, and Windows-based programs, eliminating manual re-entry across devices. RPA also connects complex ecosystems for streamlined workflows for cloud-based apps and microservices. As environments become cloud-native, RPA’s cross-platform orchestration capabilities will be critical for maximizing ITES  agility and efficiency.

Driving Employee Engagement Through Gamified Workflows  

Incorporating gaming elements into work drives engagement by satisfying innate human needs for achievement, connection, and meaning. Points, levels, challenges, rewards, and leaderboards motivate employees while allowing objective skill measurement. Gamifying training and certification pathways can help ITES team members progress their technical abilities through rewarding skill-building. All major ITES companies are expected to l integrate gamified techniques in recruitment, onboarding, collaboration, and career development programs as it provides data-driven talent management while igniting employee enthusiasm. Well-executed programs can foster cultural attributes like innovation, quality, and customer centricity that create strategic advantage.

What’s Ahead

From AI insights to cross-platform automation and gamified motivation, emerging technologies are set to amplify ITES companies for digital readiness. While these technologies open boundless possibilities, integrating them without strategic direction can waste resources. ITES leaders must evaluate these emerging technologies to align with core capabilities and future positioning. Partnering with experienced technology providers like Tata Tele Business Services ( TTBS) can help ITES companies combine robust infrastructure with service expertise and  to  capitalize on key technology trends to enter the next era of hyper-efficient, instantaneous, and personalized delivery models. The time for the next ITES revolution is now.

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