The global services (GS) sector in Jamaica, otherwise known as the business process outsourcing (BPO) sector, employs 50,000 people and generates U$1 billion in forex for the economy. It is the third-largest for employment in the country and the second-highest earning sector. At a time when we are seeing a record low in Jamaica’s unemployment rate, the GS sector should be recognised for playing its part in providing stability and growth for the nation, not to mention resilience. With the introduction of AI and its alleged impact, positively or negatively, many people, including in the Government, who were once powerful champions, seem to have become disconnected from the strategic priorities and realities of the sector. The GS sector pushed through the COVID-19 pandemic and, most recently, Hurricane Melissa, bouncing back quickly and maintaining employment and business continuity through the worst of times. So, why does it seem that the public-private partnership that has helped to build one of our nation’s most lucrative, tech-forward and people-driven industries is no longer keeping pace with the industry’s needs?While some engagement has occurred, GS sector leaders are not proactively included in substantive conversations with the GOJ around labour relations, workforce development, and other issues central to the sector’s growth. In addition, government-funded programmes and collaborative initiatives, once in full force, have died down and new opportunities for partnership are not forthcoming. In its heyday, government-backed training and policy activity in 2019–2022 translated directly into employment gains of 3,000–8,000 jobs per year through 2021–2023. Since then, public-private partnership activity, such as training investment, policy collaboration, joint forums, and government-funded programmes, has fallen. Weekly, the sector comes under siege by naysayers and sensationalists who want to predict that AI will replace jobs and destroy the sector. Erroneous data, disgruntled former employees and misguided ‘experts’ have taken centre stage in defining the perception and value of the sector. It feels like we have been forgotten. Elsewhere in the region and the world, our competitors are benefiting from aggressive investment in infrastructure, workforce development and government- industry partnerships. AI is being adopted as augmentation tools, not replacements, creating new, higher-value roles for workers who are equipped to work alongside it.BPO is the only sector that ranks in the top three on both forex earnings and employment growth rate, doing so without extracting natural resources, occupying agricultural land, or depending on international arrivals. What’s more, Jamaica’s GS sector has significant proven strengths, including English language fluency, cultural alignment with North America, a proven track record with Fortune 500 clients, and proximity to the US marketIf we are going to truly move up the value chain and continue to leverage the natural advantages of our location and talent, then the public-private partnership must be renewed in a real and tangible way, and fast. It’s time for a repositioning of the sector, both domestically and abroad. Even the name BPO is outdated. The former Business Process Outsourcing Association rebranded in 2019 to the Global Services Sector Association of Jamaica in a concerted effort to move us beyond the antiquated notions of a sector that relies solely on headcount and low-cost labour.  In the industry, we are referred to as customer experience partners and experts. We need our own local media and government representatives to play their part in helping change the narrative and strengthen our value proposition. The industry is being left alone to overcome the cultural stigma of the old garment factories of the free zone that no longer have relevance to the modern, state-of-the-art facilities and positive workforce cultures that make up the majority of the GS providers. The Government needs to step up to the debate with positive case studies and real-world evidence of the innovation and career progression happening in the sector. Show the sector and our nation for what we really are – a tech-savvy, globally relevant and competent destination that nurtures business growth for clients and career development for employees. If we don’t work together to adapt quickly, enhance workforce competency and target new market opportunities, then the country’s GS sector will not reach its full potential, and neither will Jamaica.