WNS’ Keshav Murugesh on why organisations must integrate AI and human intelligence

The business transformation landscape has undergone significant changes in the artificial intelligence (AI) and digital era, with many organisations now focusing on leveraging AI to optimise operations, improve customer experiences, gain deeper insights from data, and fundamentally rethink their business models, in contrast to traditional transformation methods. In an interview with TechCircle, Keshav R. Murugesh, Group CEO of WNS, offers valuable perspectives on how AI and other digital technologies are reshaping business environments, with specific examples of WNS. He highlights the tangible benefits these technologies provide and outlines steps for CXOs to embark on their digital-driven business transformation journey. Edited excerpts.

Despite efforts, several digital transformation projects have failed. What could be the reason behind this and what steps should businesses take to ensure a successful DT?

Many digital transformation (DT) projects fail despite efforts to implement them. Key reasons for these failures include insufficient groundwork, lack of domain expertise, data readiness, collaboration, and a culture adaptable to change. Businesses should engage digital-led transformation partners to bridge expertise gaps, ensure data literacy, and foster cross-functional communication. An adaptable culture that prioritises upskilling and continuous learning is also vital to address concerns about job displacement.

How have technologies like AI/Gen AI, and advanced digital technologies reshaped the digital transformation landscape?

Artificial intelligence (AI), particularly generative AI (Gen AI), has fundamentally reshaped digital transformation. Gen AI is revolutionising how businesses operate and innovate across their value chains. For example, we have helped a global insurance client identify claims recovery opportunities using AI models, achieving a 60% reduction in false positives while adhering to responsible AI practices.

How does WNS use Gen AI to streamline internal operations and boost CX?

WNS utilises Gen AI to enhance internal operations through process automation, knowledge management, and talent development, improving efficiency and decision-making. Externally, Gen AI personalises customer experiences, anticipates issues, and enhances support, significantly improving customer satisfaction and productivity.

While technology is often the focal point of AI discussions, the human element is just as crucial. What cultural shifts need to take place and how can organisations future-proof their workforces?

To thrive in the evolving AI landscape, organisations must integrate AI and human intelligence. This requires fostering a culture of adaptability, continuous learning, and data literacy among all employees. Viewing AI as a collaborator rather than a competitor builds trust and encourages adoption. WNS has trained over 22,000 employees through partnerships with institutions like Carnegie Mellon University and LinkedIn Learning.

How essential is it for organisations to have a business transformation partner as they begin this journey?

A trusted business transformation partner is essential for organisations starting their transformation journey. Leaders often ask, "Where do I begin?" Navigating this landscape requires deep domain expertise, a clear vision, and the ability to manage expectations. WNS guides by helping clients define expectations, leverage industry expertise, develop skills, focus on value creation, and avoid common pitfalls.

What kind of market opportunities do you foresee in the next 12-18 months?

In the next 12-18 months, significant market opportunities will arise, driven by CEO and CFO priorities around business transformation. WNS focuses on mission-critical processes like analytics-driven pricing and finance operations, transitioning client relationships from transactional to strategic partnerships. By helping clients identify which processes to retain in-house and where to leverage WNS, we aim to unlock growth in a market with only 25-30% penetration, representing a substantial untapped opportunity. This partnership approach positions us to expand our total addressable market effectively.