Epsilon, the technology and marketing services arm of Publicis Groupe, is delivering significantly more with roughly the same headcount as AI raises productivity across software development and operations, its India managing director Pratik Nath said on Friday.
Multinational companies that have been expanding their offshore tech hubs in India to cover functions such as software development, finance, cybersecurity and R&D, are leveraging AI to maintain competitiveness as the technology shakes up traditional business models across the globe.
Epsilon India, which employs close to 3,000 people in the Indian tech hub Bengaluru, has seen lines blurring between software development, engineering and operations, which has quickened code generation.
"What has changed is the amount of work that we are delivering, the new responsibilities that we have picked up," Nath told Reuters.
"We are able to do significantly more with the same set of people that we have because of the power that AI brings in."
While it is "a little early" to ascertain whether AI-driven productivity gains had reduced backlogs, the firm is seeing proactive collaboration and improved prioritisation of projects tied to business value, Nath said.
He also said the company has seen AI-driven reductions in the time taken to resolve technical support tickets and speed up the rollout of loyalty offers through self-service tools.
Strong foundations that global centers have built over the years would continue to help in more intellectual property being ideated and filed in the country, the executive said.
"Companies are not coming and establishing GCCs for cost arbitrage anymore, they are coming for more outcomes and value," Nath said.
"The now-to-next could be a choke point for some if they are not leading (in AI adoption), it could be an inflection point for others who are leading it."