The conversation about Artificial Intelligence has changed radically. What seemed like a futuristic promise just a few years ago has now transformed into systems capable of reasoning, executing end-to-end processes, and occupying complete roles within organizations.
Moderated by Wilson Vega, a technology journalist, the panel “Conversational AI and its impact on Telcos, BPO and retail” brought together leaders such as Claro, ETB, Konecta, Aiphoria and Outsourcing S.A.S BIC to discuss how this technology is no longer an experiment, but a strategic component that is redesigning organizational charts and the customer experience.
In this context, the participation of John Santafé, CEO of Outsourcing S.A.S BIC, stood out for showing a practical, scalable and deeply human example: how a BPO with more than 5,000 employees integrated digital agents to enhance operations without replacing talent, solving real problems of well-being, efficiency and service.
From a labor-intensive sector to a technology-intensive one
John recalled that the essence of the BPO business is process management, structured around three elements: inputs, outputs, and outcomes.
Traditionally, inputs were people; today, they include technology and systems that enhance operations.
“We are a labor-intensive sector that has been changing to be technology-intensive. Now, resources are not just people, but also technology and systems that we put at the service of our clients.”
This change not only improves business metrics and response times, but also transforms the final outcome: customer experience, loyalty, and retention.
To drive this evolution, Outsourcing S.A.S BIC created its Spin-Off DipDig By Outsourcing more than ten years ago, its innovation lab that today develops automation solutions, generative AI agents, integrated into the operation and business processes.
José Natzar: the digital human who solves a real problem
One of the most outstanding cases that John shared was the development of José Natzar, a digital counselor created to address the mental health needs of employees:
“We only have two advisors for 5,000 employees. We couldn’t fill the gap, so we developed José Natzar… available via WhatsApp, website, and Teams. But he also has personality, image, a LinkedIn profile, and makes videos on TikTok and Instagram.”
José Natzar is not a bot: he is a digital agent with metrics, objectives and results, integrated into the Human Talent area to accompany, guide and amplify the team’s capacity.
Based on José’s experience, other digital agents were created:
Mía, DipDig’s brand ambassador.
Camila, who specializes in supporting employees throughout their entire journey: selection, onboarding, certifications, vacations, performance reviews, and training.
Hybrid Organizational Charts: Humans and Digital Agents
John explained that the integration of digital agents led to a rethinking of traditional organizational charts:
“We no longer see the organizational chart as a set of boxes. Now we have boxes and circles. And in those circles, you’ll find José Natzar in Human Resources, Camila, and Mía in Marketing.”
These agents are not add-ons, but active members of the team, with clear roles and objectives aligned with each area’s key performance indicators. This success was made possible by the direct collaboration between Human Resources and Digital Transformation with DipDig By Outsourcing, who worked together on the design, training, and deployment of each digital human.
From Automation to Augmented Intelligence
The other panel leaders agreed: AI doesn’t replace talent, it enhances it.
Konecta highlighted the importance of balancing automated processes with human judgment in critical situations.
ETB and Claro emphasized mass AI training to transform internal culture.
Aiphoria presented the creation of new roles such as AI Trainers, responsible for training and optimizing digital agents.
Conversational AI is now an operational standard.
The panel concluded with a clear message: Conversational AI is no longer an option, but a key strategic driver for efficiency, customer experience, and productivity in Telcos and BPOs.
With John Santafé’s vision and the innovation of DipDig By Outsourcing, Outsourcing S.A.S BIC is positioning itself as a leader, demonstrating that AI empowers human talent and teams, solving real problems and creating new digital roles that directly impact business results.
The transformation is underway, and those who adopt hybrid human-AI models will be the future leaders of customer service and experience.