Coffee Talk Recap: The Keep Call Centers in America Act of 2025

On Friday, August 15, 2025, customer experience (CX) leaders gathered for an Execs In The Know Coffee Talk to unpack the implications of the newly introduced “Keep Call Centers in America Act of 2025.” The discussion, at times probing and candid, centered on what this legislation might mean for the future of customer service, particularly around offshoring practices and the use of artificial intelligence (AI) in contact centers.

For many, the session was the first time they had the opportunity to look closely at the bill. Attendees expressed gratitude for the chance to dig into legislation that, until recently, had been something of a whisper in the industry. Questions came quickly. What exactly does this bill regulate? Who does it apply to? How will it shape customer expectations? And perhaps most importantly: how should the CX community respond?

Though the legislation remains in its early stages, the conversation underscored an urgent truth: leaders cannot afford to wait on the sidelines. Awareness, legal review, and collaboration will be essential as this bill winds its way through Congress.

A Bill Shrouded in Ambiguity

The first theme that emerged was uncertainty. Many leaders admitted they were still in “discovery mode,” bringing in legal and government affairs teams to assess potential impacts. The bill’s language left much to interpretation. Does “call center” mean only voice operations, or does it extend to digital and AI-enabled channels? Would organizations with no ties to federal funding still fall under its purview, given that some sections reference government subsidies?

And what about the future? What amendments might be tacked on before the bill ever sees a floor vote? Could definitions broaden, restrictions tighten, and compliance grow more complex? These are not academic questions; they are operationally existential ones. Leaders left the session with a clear sense of how little clarity exists.

The Weight of Compliance

Operational concerns quickly followed. Executives worried about the administrative burden that might come with disclosing agent locations and offering transfers to U.S.-based representatives. Would such requirements introduce friction where companies have worked for years to remove it?

Others voiced anxiety about flexibility. The freedom to design service solutions tailored to customer needs has long been a competitive differentiator. Would this law, however well-intentioned, shackle CX teams to rigid frameworks? For global enterprises, the cost and complexity of compliance loomed especially large.

Even organizations that have never accepted government funds feared unintended consequences. Could a bill ostensibly aimed at federally subsidized companies set a precedent that reshapes the entire industry? What happens when lawmakers begin setting the blueprint for how you run your contact center?

Consumers: Do They Care Where the Agent Sits?

Perhaps the most provocative discussion centered on the consumer. Polls conducted during the session revealed a nearly even split on whether U.S. customers actually care where their support agent sits. If location is not the priority, then what is? The answer, leaders agreed, is resolution: fast, accurate, practical solutions to their problems.

Consider this: in an age when AI can neutralize accents in real time, are customers still sensitive to geography? Or are their frustrations rooted elsewhere, namely, process inefficiencies, endless transfers, and the inability to solve their issue on the first try?

Mandated disclosures about agent location may check a box for legislators, but would they move the needle on trust and satisfaction? The consensus in the room suggested otherwise. What customers want, fundamentally, is not a ZIP code but a solution.

The AI Question

The bill’s references to artificial intelligence prompted both intrigue and unease. How might regulators classify AI-driven tools? Would accent-neutralization software, for example, fall under scrutiny? What about AI copilots that assist agents in real time?

Participants worried that legislators may not fully grasp the nuances of modern CX technology. How can lawmakers regulate what they do not understand? And what is the cost of misalignment, regulations that stifle innovation, slow down adoption, or hamstring global service design?

The balance between protecting jobs and enabling AI efficiencies is no easy equation. However, leaders emphasized the need for regulatory flexibility, space to experiment, and the freedom to deploy AI where it enhances, rather than diminishes, the customer experience.

A Call for Collective Response

Perhaps the most constructive takeaway was a shared sense of responsibility. Leaders agreed that this is not a challenge to be faced in isolation. Brand executives and BPO suppliers alike stressed the importance of collaboration, transparency, and shared advocacy.

How can the community maintain equal footing between corporate brands and supplier partners? What role should forums like Coffee Talk play in ensuring everyone stays informed as the legislation evolves? Several attendees suggested quarterly check-ins, coordinated updates, and a commitment to sharing insights across the ecosystem.

The reminder was clear: no one is navigating this alone. The CX community is strongest when it learns, adapts, and advocates together.

The Potential Upside

While much of the discussion focused on risks and uncertainties, it’s worth noting the intentions behind the legislation. Lawmakers backing the bill frame it as an effort to protect U.S. jobs, ensure transparency for consumers, and safeguard against unchecked outsourcing and overreliance on automation. For some, those goals resonate. A more transparent service model could build consumer trust, and provisions aimed at preserving domestic employment may strengthen public perception of the industry.

Additional Insights from the Conversation

The dialogue also revealed several side threads worth noting.

• Legislative Process and Outlook: The bill remains in committee, with no amendments yet attached. That means the final product could look dramatically different from today’s draft. Leaders anticipate constitutional challenges and enforcement hurdles if it moves forward.
• Industry Perception: Attendees observed that outsiders, including legislators and even consumers, still view the CX industry through outdated stereotypes. This disconnect may explain why specific provisions of the bill seem disconnected from how modern customer service actually operates.
• Applicability Questions: The recurring question of scope (does this only apply to businesses receiving government funds?) hung over the conversation. The answer will determine whether this law affects a narrow slice of organizations or casts a much wider net.
• Supplier-Side Concerns: BPO leaders worried that the legislation could “put a thumb on the scale,” limiting their ability to design the best brand experiences. They expressed willingness to partner with brands to navigate the shifts but warned against unnecessary restrictions.

Where Do We Go From Here?

If one theme emerged most strongly from Coffee Talk, it was this: the path ahead is uncertain, but disengagement is not an option.

CX leaders must closely monitor this legislation, engage their legal teams, and anticipate the potential ripple effects that may arise from it. They must ask themselves: How will this reshape my operational flexibility? How might it alter my customers’ expectations? How can my organization both comply with regulations and preserve the freedom to innovate?

Above all, they must continue to prioritize what customers value most: resolution, speed, and quality.

Closing Thought

The bill may still be a work in progress, but its implications for the CX industry are profound. This Coffee Talk revealed just how much is at stake, not only in terms of compliance and cost but also in the very definition of what customer service means in a global, AI-driven era.

As one participant noted, the challenge is not geography. It is not even technology. The challenge is resolution. If the industry can keep that truth front and center, perhaps it can shape legislation that supports, rather than constrains, the future of the customer experience.