GCCs In India Investing In GenAI

Mumbai: The adoption of Artificial Intelligence (AI) within Global Capability Centres (GCCs) in India is accelerating, with nearly 70 per cent of centres investing in generative AI (GenAI), according to a report on Wednesday.

The EY India GCC Pulse Survey 2024, based on insights from 88 GCCs in India, reveals that 78 per cent of GCCs are upskilling teams for GenAI adoption, while 37 per cent are piloting use cases, highlighting a shift from experimentation to practical applications of AI focused on talent management and risk mitigation.

It identified climate change and sustainability agenda top focus area for GCCs in the country. This was followed by 85 per cent wanting to expand functional capabilities and 61 per cent wanting to drive enterprise-wide digital transformation.

However, the rising cost of talent, challenges in attracting talent at the required scale or speed, and improvement in leadership development posed key risks to these priorities, the report said.

“The survey highlights the transformative role of technology in driving growth within GCCs, with a clear emphasis on GenAI. As GCCs prioritise talent, digital transformation, and robust security frameworks, they are not only improving operational efficiency, but positioning themselves as global innovation hubs,” said Arindam Sen, Partner, and GCC Sector Leader – Technology, Media &Telecommunications, EY India.

Further, 69 per cent of firms mentioned customer experience, where they plan to leverage GenAI capabilities.