Advances in automation and artificial intelligence are reshaping customer experience and operational models across industries. At TaskUs India, these technologies are applied through a human-in-the-loop framework that combines machine efficiency with human judgment. Speaking to Tech Achieve Media, Country Lead Sapna Bhambani outlines how the company integrates AI into areas such as trust and safety, compliance, and customer support, while maintaining oversight to ensure accuracy, safety, and contextual understanding
TAM: TaskUs has evolved into a tech-forward organization supporting high-growth companies. Could you share how TaskUs integrates emerging technologies into its core service offerings?
Sapna Bhambani: TaskUs has been a digital company since our founding. We’ve always focused on combining talented people and technology to provide differentiated services, whether for customer experience, trust and safety, fincrime and compliance, AI and data or sales support. As creators, deployers and users of AI, we empower enterprises and teams to achieve breakthrough performance while maintaining the highest standards of security and trust. To us AI should amplify human potential while driving measurable business outcomes. We don’t just automate tasks, we fundamentally transform how companies serve customers, optimize their operational functions, and empower people.
TAM: AI and Data Services are becoming essential in today’s digital economy. How is TaskUs helping clients leverage AI effectively while ensuring ethical and responsible implementation?
Sapna Bhambani: We make AI safety-first through a human-in-the-loop approach. From building and testing new tools through data annotation, supervised fine-tuning and red teaming to monitoring how they perform via reinforcement learning from human feedback (RLHF) and continuous evaluation, our teams are involved every step of the way. Whether we’re helping train machine learning models, deploy tools like agentic AI or applying automation in our operations, TaskUs follows strict guidelines and guardrails to ensure that AI works as expected and aligns with client values.
TAM: Trust & Safety and Financial Crime & Compliance are two of your key services. How is TaskUs using advanced technologies like machine learning and automation to build safer digital environments?
Sapna Bhambani: We combine technology and human expertise to build safer digital ecosystems. In Trust & Safety, we deploy tools to remove content that clearly violates guidelines and scale moderation, allowing our teams to focus on the edge cases that require nuance and human judgment. At the same time, we use technology to protect and boost teammate well-being. One example is Centered, our mood-scaling tool that captures well-being data and provides real-time interventions to support emotional and mental health.
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In Financial Crime & Compliance, behavior analysis and anomaly detection models help to catch fraud patterns in real-time. Then, our analysts validate edge cases and interpret context. The result is faster, more accurate risk mitigation.
TAM: Startups often require scalable and agile tech support. How does TaskUs tailor its digital solutions for startups across sectors such as fintech, eCommerce, and gaming?
Sapna Bhambani: We offer flexible, scalable support models and solutions that grow with our clients. Whether a startup has a mature tech stack or is building from scratch, we provide the tools and expertise to match their needs. In fintech, for example, we implement tools supporting KYC, fraud detection and compliance. In eCommerce, we simplify customer support and returns through automation. And in gaming, we offer around-the-clock community moderation and live player support. Across all industries, we design strategies that keep pace with business growth and changing customer expectations.
TAM: As operations head for India, how are you aligning TaskUs’ tech innovation with the rapidly evolving digital expectations of global clients?
Sapna Bhambani: We have AI-powered solutions that enhance service quality, reduce customer and agent effort, automate routine tasks and protect client systems. India serves as an engine for this innovation. Our teams bring strong technical expertise and a natural adaptability that lets us rapidly develop and deploy tools that meet our clients’ global and regional needs.
TAM: What role does data-driven decision-making play at TaskUs, both internally in operations and externally in client delivery? Could you share a success story or measurable outcome?
Sapna Bhambani: Our operations and client satisfaction rely heavily on our teams’ day-to-day decisions, which are supported by the right systems and technology. Data helps us to monitor and boost team productivity and performance, but also engagement and well-being. We invest in platforms and create business intelligence dashboards, enabling leaders to make data- and insight-driven decisions. We also use both real-time and predictive analytics to optimize staffing, enhance quality and create action plans faster.
In specific areas, we’ve gone a step further. For example, with one of our tech-based legal services clients, we deployed robotic process automation (RPA) tools to guide our frontline teams through complex processes. These tools help ensure compliance with guidelines, reduce errors and support faster, more accurate decision-making. Some of the results we’ve seen include: higher client and customer satisfaction, reduced effort for our teams and improved overall efficiency.
TAM: In a world where automation is gaining pace, how does TaskUs maintain a balance between human intelligence and artificial intelligence to deliver next-gen customer experiences?
Sapna Bhambani: We see AI as a tool that empowers people to do more. Our approach combines automation with human creativity and empathy to deliver standout customer experiences. AI takes care of repetitive tasks and assists frontline teams so they can spend more time connecting with customers. And even with agentic AI, we ensure technology handles routine parts of CX workflows while people handle the more complex issues, making judgment calls and reading context, and deliver white glove support.
