A recent conversation with the head of a small creative agency in a second-tier Indian city whose clients are mostly outside India showed that the influence of artificial intelligence (AI) goes beyond simply speeding up content production. Instead, AI has automated processes such as rotoscoping, routine editing, and parts of project management. As a result, the small team is now taking on projects that previously required hiring external freelancers.
The author believes something more fundamental is happening: AI is transforming the requirements for the scale of a company needed to provide complex services to the global market. For India, this presents both a significant opportunity and several difficult questions.
India's service exports reached $421.3 billion in fiscal year 26, up from $387.5 billion the previous year, with IT and business services being the largest contributors. For three decades, the IT services industry was based on a simple formula: attract more clients and hire more employees. AI is challenging this model.
Coding, testing, research, documentation, and customer support form the backbone of Indian outsourcing, and AI is showing the fastest progress in these areas. According to NASSCOM, in fiscal year 26, India's technology industry generated $10–12 billion from AI services, while total revenue grew by 6.1% to $315 billion. Although hiring continues, the total number of employees has only increased by 2.3%, weakening the link between revenue and headcount.
This shift threatens the model built on selling human potential. However, when viewed from the perspective of a five-person company, the picture looks completely different.
Small service firms have always faced a capacity problem: to win a large project, they had to build an organization capable of executing it. Now, AI is beginning to decouple capability from headcount. The author personally observed this in the work of the founder of a marketing firm with 15 people and 22 AI agents that serves clients in over seven countries. The founder categorizes every task into three types: manual tasks, such as initial introductory calls, are intentionally kept outside the scope of AI; in AI-assisted tasks, AI performs 85–95% of the work, and a human reviews the rest; fully automated tasks, such as market research, are executed end-to-end, with the only human step being sending the report to the client. Furthermore, about 40% of the firm's budget is directed towards AI agents and software, not personnel. The founder notes that the margin is 60–70%, significantly higher than the 20–25% for a typical agency.
Even the initial outreach process has changed. One client from the UK told the marketing firm's founder that they were able to find, evaluate, and close a deal with the firm within a single chat in Perplexity.
Using cross-border payments shows that thousands of Indian businesses receive payments from abroad, and it is noteworthy how small they are. In the last 12 months, 347 individual specialists earned over $100,000 from foreign clients, and 117 teams of two to ten people earned over $250,000. The exporter base is also expanding: the number of exporters actively invoicing foreign customers quarterly has grown approximately fivefold in seven quarters—from about 2,800 to 13,900. Part of this growth is due to more companies joining the network, not just the emergence of new exporters. Nevertheless, the median invoice remained around $1,500, indicating that many more people are selling rather than a few securing large deals. Eighty-two percent of these exporters have ten or fewer employees.
Exporters in AI, machine learning, data, or automation have grown by about nine times, and their median invoice is almost double. They account for about 2% of the volume, so this is currently more of a trend than a sustainable trend. One of them, a solo AI and machine learning consultant, earned about $266,000 from US clients over 12 months from just four buyers. This is atypical, but ten years ago, such work would have required a full-fledged firm.
If India's answer to AI is merely performing the same outsourcing work with fewer people and lower prices for clients, it may increase productivity but will not fundamentally improve the country's position in the global value chain. A more significant opportunity lies in shifting from selling production capacity to selling expertise and results.
AI can analyze 500 customer conversations, but it cannot independently decide what problem a client's future business should be built around. It can generate software, but someone still needs to understand what exactly needs to be created, how it fits into the client's organization, and take responsibility in case of failure. Value is increasingly found in the ability to ask the right questions, apply domain knowledge, exercise judgment, and take responsibility for the final outcome.
This can make deep expertise even more valuable, not less. Consider an Indian specialist who spent 15 years studying insurance claims, semiconductor design, pharmaceutical regulation, supply chains, or financial risks. Such a person can now combine their industry knowledge with tools that significantly expand an individual's capabilities. India does not lack such specialists. According to the Economic Survey for 2024–25, the country provides 28% of the world's STEM workforce and 23% of global talent in software development. New types of activities are already emerging. The author gives a vivid example: a healthcare worker in Kochi spends a week labeling organs and marking anomalies on fetal ultrasound scans. She is not treating patients directly; she is helping to train AI systems developed for hospitals in the US.
There is one problem. India's export structure was designed for firms with finance departments. Export documentation, GST tax filing, foreign currency conversion, and bank reconciliation assume the presence of a back-office employee handling these matters. A five-person firm invoicing clients in California and London in multiple currencies does not have such a specialist. Yet, it can move hundreds of thousands of dollars across borders annually. If AI reduces the team needed to do the work, but the founder still spends hours every month on paperwork and regulatory compliance, the bottleneck simply moves. Regulators, banks, and the broader fintech ecosystem need to make cross-border compliance as easy as the businesses they serve.
Future Indian service giants may not look like giants at all. India's first era of service exports was built by consolidating millions of skilled people into large organizations. This model will not disappear. But the next phase may be much less concentrated: thousands, if not many more, specialized Indian enterprises selling their expertise to the world. The agency discussed is interesting not because AI helps it edit videos faster. It is interesting because a handful of people in an Indian city can now compete for work anywhere in the world. Twenty-five years ago, India's breakthrough in service exports was partly about proving that global work could be done from India. The opportunity opened by AI is about proving that you no longer need to create a large company to do a large amount of work.