GenAI is transforming industries by offering a new lens through which businesses and entire sectors can move forward. It has quickly become a powerful tool for innovation, pushing organisations to rethink how they operate, deliver services, and add value. For Global Capability Centres (GCCs), GenAI presents many opportunities to increase efficiency and effectiveness. As GCCs around the world integrate GenAI into their operations, the potential for scaling innovation and improving service delivery has never been greater.

In a keynote address at the GCC Future Forum & Awards 2024, held on September 20th, 2024, in Bengaluru, Chandramouliswaran V, Vice President – Data & India Site Leader at PayPal, shared his views on the impact of GenAI and what it means for GCCs worldwide.

Embracing Industry Transformation Through GenAI

GenAI offers the opportunity to think about transformation on a much larger scale, Chandramouliswaran said as he began his address. This isn’t just about improving one company’s operations but transforming the entire industry. “I think GenAI gives you that opportunity to actually think about it from a large transformation perspective,” he said. Unlike many technologies that come with legacy systems and old frameworks, GenAI is fresh and accessible, allowing organisations to start from scratch and build a strong foundation.

PayPal has created a strategic GenAI unit responsible for setting frameworks, developing use cases, and creating a governance mechanism that ensures the organisation revolves around themes that truly drive value. Chandramouliswaran stated, “From a top-down perspective, there are now good frameworks to go after it at scale.”

Innovation From the Ground Up

One of GenAI’s aspects, which Chandramouliswaran found exciting, is that innovation is happening at all levels, not just within leadership. Thanks to its accessibility, people around the world, including young engineers, can engage with GenAI, experiment with it, and create new solutions. For GCCs, this is particularly powerful because it allows local talent to innovate in ways that directly impact the business.

Chandramouliswaran expressed the potential this brings to GCCs, where young engineers have the opportunity to make a real difference. “They want to innovate in their space, and they are experts in their space. They come in and innovate,” he said. Many of these innovations begin as proof of concept (POCs), but the goal is to scale them to enterprise- grade solutions that can drive business outcomes.

Efficiency And Effectiveness: The Dual Benefits of GenAI

When it comes to GCCs, GenAI offers value beyond just cost reduction. The focus is on both efficiency and effectiveness. While GenAI is naturally built to drive efficiency by automating processes, coding, and workflows, its real power lies in effectiveness—using the technology in ways that make a meaningful impact. Chandramouliswaran noted that the key role of leadership is to channel the drive for innovation into areas where it can make the most difference, bridging company goals with new ideas.

“The way we have to channelise this is, you know, think about it in terms of both efficiency and effectiveness,” he said. He stressed that effectiveness is where leaders must play a crucial role in directing innovation towards areas that align with the company’s mission and goals.

The Importance Of Personalisation In The GenAI Era

Chandramouliswaran also spoke about the role of personalisation, particularly in customer service. He explained that one of the main benefits of GenAI is its ability to personalise user experiences, improving both customer satisfaction and operational efficiency. “If you’re calling for customer service, the intent on why you’re calling should be available for your agent to actually capture it very quickly,” he said.

In PayPal’s case, this goes beyond just solving immediate customer issues. The company is focused on making payments invisible and seamless, tailoring user experiences to enhance commerce. Chandramouliswaran shared an example: “When you come in for payments, can I give you the best deal that is out there in the market? Can I make sure that I’m serving you, like showing you things that are relevant for you as you walk by stores?”

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This focus on personalisation is key to staying relevant in a fast-moving industry where customers expect seamless, intuitive interactions. GenAI is not just another technological advancement; it’s a game-changer for the future of GCCs. With the right frameworks in place, a focus on both efficiency and effectiveness, and a dedication to personalisation, GCCs can leverage GenAI to remain competitive, relevant, and innovative in a rapidly changing global market.

Views expressed by: Chandramouliswaran V, Vice President – Data & India Site Leader, PayPal

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