Bay Area Startup Wants To Make Call Center Workers Sound 'White and American'
Silicon Valley startup Sanas has a lofty goal: to make call center workers sound white and American, no matter the country they're from. And that's just the beginning of their grand plan. The voice tech company's website features a photo of a smiling man, cropped so you only see a disembodied, toothy grin. Underneath the anonymous mouth, a demo invites you to "Hear the Magic" of Sanas. As you press play, you hear one side of a simulated conversation; a man with an Indian accent reads a familiarly tortured call center script about a missing package. Click the "With Sanas" slider, and the voice transforms instantly into something slightly robotic, a tad uncanny and unmistakably white. Since its August 2021 launch, Sanas has been showered with funding by investors. Amid a trying time for the tech industry, the "accent translation" company -- founded by three former Stanford students, Maxim Serebryakov, Shawn Zhang and Andres Perez Soderi -- snagged a $32 million Series A funding round in June 2022, which they claim is the largest ever for a speech technology service. One press release boasts that investors who tried the service called it "magical."
Eventually, the company wants to expand beyond call centers by changing accents on consumer video and audio calls; Sanas has even mentioned an interest in film and TV. New voices are in the works, too: Someday, workers' accents may be "translated" into a Southern drawl for a caller in Louisville, or a Midwestern lilt for someone in Cleveland, instead of the more generic Standard American English, colloquially known as white person voice. "We don't want to say that accents are a problem because you have one," Sanas president Marty Sarim told SFGATE. "They're only a problem because they cause bias and they cause misunderstandings." The tacit promise of Sanas seems to be that callers will be more polite -- and more amenable to being helped -- if they think the person on the other end is more like them.
