Insights from the Callbi Speech Analytics Webinar
Introduction
On 1 April 2025, a panel of industry thought leaders came together under the banner of Callbi Speech Analytics to explore a topic gaining increasing prominence in our digital-first world: AI Ethics. As moderator, I had the privilege of guiding a wide-ranging discussion focused on the ethical implications of artificial intelligence in the context of Customer Experience (CX), Contact Centres, and the BPO sector, with particular attention to the African continent.
What followed was an hour of incisive, often passionate dialogue from a diverse and highly credible panel:
- Elvis Melia – AI researcher and field practitioner
- Francois van der Merwe – Innovation strategist
- Greg Serandos – Co-founder, African Academy of AI
- Johan Steyn – Human-centred AI advocate
- James Guthrie – Founder and technologist, Smartz Solutions
This white paper distills the essence of the conversation, highlighting key themes, tensions, and the emerging consensus around the responsible and context-aware deployment of AI in service industries.
1. Job Creation vs. Job Displacement: The African Imperative
The webinar opened with perhaps the most pressing ethical question for African economies: Does AI create or destroy jobs? While popular narratives often focus on automation displacing human roles, our panellists offered a more nuanced view.
AI in African CX and BPO has largely served as a job enhancer—optimising workflow and reducing tedium—rather than a replacement force. However, the looming “Klarna moment” (as described by Elvis Melia)—when automation becomes disruptive—is considered inevitable.
Francois and Greg both stressed that the ethical benchmark in Africa must be job-positive AI. This means governments, businesses, and solution providers have a duty to steer AI investments toward skills development and economic inclusion.
2. Regulation, Policy, and Local Ethics Frameworks
With Europe’s AI Act now mandating AI ethics training for all company employees, Elvis contrasted Europe’s cautious, heavily regulated environment with Africa’s agile but under-regulated one.
Greg raised a critical point: regulation alone cannot instil good behaviour. Ethics, regulation, and internal organisational policy each play a role. Still, over-regulation can stifle innovation and drive talent and investment elsewhere.
Johan and James argued that Africa must define its own ethical frameworks, not simply import those from the Global North. Contextual ethics, Afrocentric values, and realistic enforcement capabilities must all be part of the picture.
3. Data Privacy, Bias, and the "Personality of the Developer"
Francois highlighted the “Big Three” ethical concerns:
- Privacy and data protection
- Fairness and bias mitigation
- Transparency and explainability
James added that many AI models unknowingly inherit the values and assumptions of their developers—raising profound concerns around LLMs trained on inappropriate or unregulated datasets.
The conversation also touched on the risks of AI-enabled manipulation in customer engagement. Elvis warned of a future where AI-driven outbound calls might become dangerously persuasive.
4. Education and AI Literacy
Education emerged as a powerful theme. Johan passionately described his efforts to teach his son how to collaborate with AI, not fear it. He criticised the traditional schooling model for being out of sync with AI’s transformative potential.
The panel strongly supported hyper-personalised, culturally relevant education delivered via AI platforms as a scalable solution to uplift millions across Africa.
5. Can We Be Ethical and Still Do Great CX?
Johan summarised the ethical tension perfectly: “Just because we can do something with AI—should we?”
AI’s power to predict, influence, and persuade in CX interactions is unprecedented. The ethical challenge is not about capability but intent—how and why the technology is used. The consensus was that true CX excellence must be both intelligent and empathetic.
6. A Vision for AI in Africa: Inclusive, Afrocentric, Empowering
Greg and Francois shared inspiring visions for an African future where AI is:
- Accessible via solar-powered, Starlink-connected devices
- Conversational in local languages
- Entrepreneurial, with every individual managing their own bots
- Empowering, especially for Africa’s burgeoning under-30 population
Johan reminded us of the responsibility we carry: “If we can’t use AI to help that barefoot child in Soweto, then what are we doing?”
The promise is immense. But it must be matched by inclusive design, ethical intent, and an unwavering focus on doing good while doing business.
Conclusion
This webinar reinforced a simple but powerful truth: AI is not just a technological revolution—it’s a human one.
We now have an opportunity to shape AI not only as a tool for efficiency and profit but as a force for dignity, opportunity, and ethical excellence in customer engagement.
As we move forward, let’s keep asking the hard questions. Let’s keep ethics front and centre.
If you missed it, or want to revisit the conversation, you can watch the full recording here.
