AI threatens Morocco call centers jobs and worker wellbeing

The integration of virtual assistants is transforming customer relations, to the point of reversing the dynamics of outsourcing. Last year, part of the messaging handled by Simon, a French advisor, had been transferred to Morocco. Yet this trend appears compromised. Benjamin Cormerais, director of the company Tête-à-tête, explains to BFM Business that algorithms will reduce foreign staff. Brands will prefer to keep a single expert equipped with AI on home soil, rather than seven distant operators, confirming that "artificial intelligence undermines outsourcing."

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Completely replacing humans remains impossible. While computer tools instantly manage package tracking, they prove catastrophic when facing dissatisfied customers. Swedish company Klarna learned this the hard way: after justifying 1,800 layoffs through automation, management had to backtrack due to inadequate robotic responses. Besides, 75% of consumers demand to speak with a real person. The call center agent therefore remains essential for absorbing the heavy emotional load of complex complaints.

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This new task distribution exhausts teams. Deprived of easy requests that served as a "decompression chamber," agents face exclusively frustrated customers. To this mental fatigue is added oppressive technological surveillance. Software spies on conversations, tracking stress, silences, or use of forbidden terms, called "black words." At some service providers, uttering these expressions costs employees money. Facing these abuses denounced by the CGT, new European legislation now classifies this automated evaluation as a high-risk system.