Digital Transformation has a robust foothold in GCCs

Digital Transformation has taken a robust foothold in the GCCs, “with their talent powering evidence-backed, data-driven decisions for their parent organizations,” says Sameer Dhanrajani, CEO of AIQRATE and 3AI in an exclusive interaction with Bizz Buzz.

What role do GCCs now play in driving global enterprise digital transformation and innovation?

Several multinational corporations are in the process of moving to a Digital & AI-first paradigm, and they are looking at their GCCs to provide Digital & AI prowess to drive this transformation. Digital Transformation has taken a robust foothold in the

GCCs, with their talent powering evidence-backed, data-driven decisions for theirmparent organisations. The next generation of the GCCs are providing autonomous decision making capabilities and an AI & Analytics-augmented digital services, products, solutions and prototypes. In addition to core technology capabilities, many GCCs are also expanding their mandates to include innovation labs, cross-functional digital accelerators, and centres of excellence focused on emerging technologies.

GCC leaders (MD / Data, AI & Analytics heads) are making good use of the burgeoning power of Digital Transformation to inform the decisions they make as a corporation, automate repetitive, low-value tasks and reinvent business models for the continued efficiency and effectiveness of their organisation in the new world of business. Thus, GCCs are vital for driving global enterprise, digital transformation and innovation in todays’ day and age.

What makes GCCs particularly positioned to drive enterprise GenAI adoption?

GCCs are best positioned for driving Enterprise Gen AI adoption for triggering innovation & transformation, capability expansion, cost arbitrage, and value arbitrage.

Further, GCCs are evolving with a new rendition of being strategic and transformative to parent organisations on the ensuing parameters of effectiveness, business continuum, rapid experimentation & prototype, cost of talent, insights & decisionmaking leading to new application and adoption scenarios in Gen AI in business function areas ranging from CX, Marketing, Sales & Operations, Risk & Fraud, Supply Chain including procurement to FP-&A, HR, Marketing, and IT function.

With access to a rich talent pool skilled in emerging technologies, deep domain knowledge, and close collaboration with global business units, GCCs can act as incubators for GenAI innovation at scale. Their ability to orchestrate cross-functional collaboration and integrate GenAI into existing enterprise ecosystems enables rapid deployment and value realisation. Moreover, their central positioning allows for unified governance, risk compliance, and ethical AI implementation across use cases.

In addition, AI to Gen maturity roadmaps, jumpstarting Gen AI use cases: agentic workflows, computer vision, image classification, conversational AI, algorithmic decision making, AI insights experience hub are few other areas that make GCCs best suited to drive enterprise Gen AI adoption.

Can you provide instances of how GenAI is enabling new business capabilities in GCCs, such as marketing, HR, finance, and product development?

Several GCCs are deploying state-of-the-art Gen AI strategies & adoption scenarios for their parent organisations in the business enabling functions w.r.t marketing, HR, customer service, supply chain optimisation systems, inventory forecasting system,

sales forecasting, profit optimisation and many others. Multiple Financial Services & Insurance GCCs are putting innovation in improving customer service across its insurance and financial services portfolio by offering an online loan in three minutes,

thanks in part to a customer scoring Gen AI tool that uses an internally developed face-recognition capability that is more accurate than humans. GCCs are also enabling hyper-personalised marketing campaigns using GenAI-driven segmentation,

sentiment analysis, and content generation engines tailored to diverse customer cohorts. In HR, they are applying GenAI to enhance talent acquisition through intelligent screening, predictive attrition analytics, and personalized learning journeys.

In finance, intelligent assistants powered by GenAI are automating compliance checks, reconciliations, and financial forecasting. Product development teams within GCCs are leveraging GenAI to accelerate ideation, simulate product performance

using digital twins, and generate technical documentation. Furthermore, legal and compliance functions are experimenting with GenAI for contract review, risk flagging, and regulation summarisation. This is allowing GCCs to become innovation nerve centers, rapidly delivering scalable, AI-infused capabilities across enterprise functions. Similarly, GCCs are building or outsourcing agentic AI workflows across horizontal and vertical segments to create new use cases and applications leveraging Gen AI in CX, operations, product development driving innovation at scale.

How will GCCs shape boardroom AI initiatives and future business models?

GCCs are having a tight alignment with enterprises to shape AI initiatives in the board room and future business models. A tighter coupling on business strategic imperatives and annual operating plans are enabling Indian GCC leadership to contribute strongly to the parent organizations top & bottom line through AI initiatives. India GCCs are equipping themselves with creating strong & deep AI leadership pools across levels by making them go through with contemporary state of art leadership programs, ecosystem exposure and business acumen and building c-level advocacy and this is driving building AI Fluency across boardroom and enterprises.

In addition, GCCs are increasingly becoming co-creators of enterprise AI roadmaps by embedding AI ethics, governance frameworks, and responsible AI deployment into the decision-making process. They are working hand-in-hand with business leaders to prioritise high-impact AI use cases aligned with long-term growth strategies. GCCs help validate and scale AI solutions more quickly by acting as innovation testbeds, which reduces time-to-value. Furthermore, the GCCs contribute to the reimagining of traditional business models by combining cross-functional data, experimenting with sophisticated models, and operationalizing insights. This includes a shift from product-centric to experience-led, from reactive to predictive, and from isolated operations to integrated intelligent ecosystems. The way businesses compete and prosper in an AI-driven future is being directly shaped by their strategic influence, which is transforming them into reliable transformation partners.

How are the GCCs using AI and GenAI to transform from operational efficiency to strategic value creation?

Gen AI & AI can potentially mould GCCs to revolutionize from operational efficiency player to strategic value driver by unleashing several Gen AI initiatives that mredefines enterprise workforce productivity and engagement in ways beyond straightforward automation. A novel application is AI for constructing dynamic, datadriven employee experience. With real-time feedback, enabling employees to instantly know their strengths and weaknesses. This feedback loop is continuous and serves not only to keep employees engaged but also helps them utilize new knowledge and skills better in their jobs. For businesses, where upskilling and training on a large scale is the key, this aspect ensures that the employees are always up to date and confident in their job.

Aside from talent development, GCCs are using GenAI to facilitate cross-functional collaboration by dismantling silos and allowing real-time insights among departments.

Use cases now encompass AI-driven product innovation cycles, smart supply planning, and anticipatory customer service models. GCCs are also incorporating GenAI into strategic planning capabilities, such as more accurate forecasting, early risk detection, and opportunities, and speeding up faster evidence-based decisionmaking. GCCs are thus becoming full-fledged enterprise transformation centers, driving long-term strategic value through scalable AI innovation that supports business objectives and competitiveness

EoM.