Microsoft has continued its push into becoming a leading artificial intelligence (AI) tech provider by signing a $185 million deal with France’s Teleperformance to help the outsourcing company to launch its proprietary TP AI GenAI tech.

Teleperformance said that generative AI tech that can be used to create new content such as audio, text and images will be used to improve customer experience. Its offerings range from conference call hosting and automated translation to maintaining payroll.

The company says that TP GenAI will use Microsoft’s Azure OpenAI tech to "help automate simple, low-value tasks and enable our staff to focus on what matters most.”

It added that a pilot of TP GenAI has led to a 25 per cent reduction in call handling time, a 20 per cent reduction in email response times, a 90 per cent improvement in accurately addressing customer needs, a 35 per cent increase in sales conversions, and near real-time insights on customer interactions.

The news came ahead of Teleperformance’s artificial intelligence investor day on Wednesday, and days after the company promoted president of transformation Bhupender Singh as deputy chief executive. The company also agreed a €3 billion deal to buy rival Majorel in April in a move which will make it the sector’s biggest player with annual revenue of €12 billion.

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