Over 400 jobs could be lost at the AA insurance call centre in Cardiff.
The company blames a growth in online transactions resulting in fewer purchases made by telephone.
But the Cardiff-based AA Driving School and BSM activities will be retained, with around 150 jobs preserved.
The AA says future insurance call centre activity will be focused at its Newcastle office.
The AA is committed to making every effort to reduce the number of roles affected and will seek to do so by firstly considering alternative options raised during consultation, requests for voluntary redundancy, redeployment and / or relocation, and offering outplacement support and retraining.
The company says it expects to see a net reduction in its UK call centre staff of about 317 employees. Currently just under 3,000 of its total 8,000 staff work in call centres.
A consultation period is underway.
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