Google’s AI Call Screener: A Glimpse Into the Future of Automated Call Management?

Aditi Pangotra
Aditi Pangotra
Research Analyst, Policy & Advocacy, CyberPeace
PUBLISHED ON
Nov 19, 2024
10

Introduction

AI has penetrated most industries and telecom is no exception. According to a survey by Nvidia, enhancing customer experiences is the biggest AI opportunity for the telecom industry, with 35% of respondents identifying customer experiences as their key AI success story. Further, the study found nearly 90% of telecom companies use AI, with 48% in the piloting phase and 41% actively deploying AI. Most telecom service providers (53%) agree or strongly agree that adopting AI would provide a competitive advantage. AI in telecom is primed to be the next big thing and Google has not ignored this opportunity. It is reported that Google will soon add “AI Replies” to the phone app’s call screening feature. 

How Does The ‘AI Call Screener’ Work?

With the busy lives people lead nowadays, Google has created a helpful tool to answer the challenge of responding to calls amidst busy schedules. Google Pixel smartphones are now fitted with a new feature that deploys AI-powered calling tools that can help with call screening, note-making during an important call, filtering and declining spam, and most importantly ending the frustration of being on hold.  

In the official Google Phone app, users can respond to a caller through “new AI-powered smart replies”. While “contextual call screen replies” are already part of the app,  this new feature allows users to not have to pick up the call themselves. 

  • With this new feature,  Google Assistant will be able to respond to the call with a customised audio response.
  • The Google Assistant, responding to the call, will ask the caller’s name and the purpose of the call. If they are calling about an appointment, for instance, Google will show the user suggested responses specific to that call, such as ‘Confirm’ or ‘Cancel appointment’.

Google will build on the call-screening feature by using a “multi-step, multi-turn conversational AI” to suggest replies more appropriate to the nature of the call. Google’s Gemini Nano AI model is set to power this new feature and enable it to handle phone calls and messages even if the phone is locked and respond even when the caller is silent.

Benefits of AI-Powered Call Screening

This AI-powered call screening feature offers multiple benefits:

  1. The AI feature will enhance user convenience by reducing the disruptions caused by spam calls. This will, in turn, increase productivity.
  2. It will increase call privacy and security by filtering high-risk calls, thereby protecting users from attempts of fraud and cyber crimes such as phishing.  
  3. The new feature can potentially increase efficiency in business communications by screening for important calls, delegating routine inquiries and optimising customer service. 

Key Policy Considerations

Adhering to transparent, ethical, and inclusive policies while anticipating regulatory changes can establish Google as a responsible innovator in AI call management. Some key considerations for AI Call Screener from a policy perspective are:

  1. The AI screen caller will process and transcribe sensitive voice data, therefore, the data handling policies for such need to be transparent to reassure users of regulatory compliance with various laws. 
  2. AI has been at a crossroads in its ethical use and mitigation of bias. It will require the algorithms to be designed to avoid bias and reflect inclusivity in its understanding of language. 
  3. The data that the screener will be using is further complicated by global and regional regulations such as data privacy regulations like the GDPR, DPDP Act, CCPA etc., for consent to record or transcribe calls while focussing on user rights and regulations. 

Conclusion: A Balanced Approach to AI in Telecommunications

Google’s AI Call Screener offers a glimpse into the future of automated call management, reshaping customer service and telemarketing by streamlining interactions and reducing spam. As this technology evolves, businesses may adopt similar tools, balancing customer engagement with fewer unwanted calls. The AI-driven screening will also impact call centres, shifting roles toward complex, human-centred interactions while automation handles routine calls. They could have a potential effect on support and managerial roles. Ultimately, as AI call management grows, responsible design and transparency will be in demand to ensure a seamless, beneficial experience for all users.

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PUBLISHED ON
Nov 19, 2024
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