March 27, 2025
Reinvent or die
Dear Editor,
The digital tide rises, and with it a chorus of voices warning of automation’s relentless march into the heart of Jamaica’s call centre industry. The news rings loud — artificial intelligence (AI) is taking over, jobs are vanishing, and the industry as we know it is under siege.
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Yet beneath the alarmist headlines lies a deeper truth. While AI is indeed reshaping the landscape, it is not an all-consuming wave that will drown every call centre worker. Instead, it is a force that demands adaptation, higher-level skills, and a renewed national focus on STEM (science, technology, engineering, mathematics) education to position Jamaica as a leader in the evolution of outsourcing.
AI is poised to replace low-skill roles, particularly in customer service, especially as far as chat and e-mail support are concerned. These are the realms where automation thrives, responding instantly, tirelessly, and with precision.
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Simple queries, frequently asked questions, and even basic troubleshooting are now within the grasp of AI, making the role of human agents in these areas increasingly redundant. However, customer service is only one dimension of the broader business process outsourcing (BPO) sector, and the game is shifting.
Language translation services, once the domain of specialised agents, are also at risk. AI has rapidly advanced in this space, with real-time translation capabilities that surpass human speed and approach human accuracy.
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This technological leap means that companies serving multilingual customers are beginning to turn to AI-driven solutions rather than maintaining large teams of bilingual agents. Yet, where automation encroaches, opportunity arises. Call centres are not disappearing, they are evolving.
AI can assist but cannot replace the human element that builds trust, overcomes objections, and ultimately closes deals. This shift is strategic, as clients increasingly demand sales-driven BPO solutions that generate revenue rather than merely resolving issues.
The age of automation is not the end of Jamaican outsourcing — it is an opportunity for reinvention, for transformation, and for national growth. The question is not whether AI will take over — it is whether Jamaica will rise to meet the challenge.
Horatio Deer
horatiodeer2357@gmail.com
