GenAI pushes telecoms to rethink customer experience playbook

Generative AI and autonomous software agents are starting to change how people deal with telecom operators, according to research firm Omdia. Instead of only serving human customers, operators now also have to support the AI “proxies” acting on their behalf.

Omdia says this shift will require a new customer experience framework. Telecoms will need systems that can recognize, authenticate and negotiate with AI agents as if they were customers, while still meeting human expectations for clarity, control and privacy. The report argues that operators who redesign processes, data flows and support channels for both humans and machine agents are more likely to keep customers and find new revenue in an AI-heavy market.