AI to transform telecoms but technology won’t completely replace humans, new Optus CEO says
AI's Role in Enhancing Telecommunications
Rue envisions AI as a catalyst for improving customer experience and operational efficiency within Optus. He highlighted AI's capacity to assist in identifying and resolving network faults, enabling customers to address issues independently, and facilitating more granular customer segmentation for tailored product offerings. These applications of AI are expected to streamline processes and deliver more personalized services to customers.
The Continued Importance of Human Expertise
Despite the advancements in AI, Rue emphasized that human involvement remains crucial in the telecommunications sector. He pointed out that certain decisions, particularly those involving creativity and complex judgment, require human discernment. Roles such as field technicians, customer service representatives, and creative decision-makers are irreplaceable, as they provide the nuanced understanding and empathy that AI currently cannot replicate.
Leadership Transition Amidst Challenges
Rue's appointment as CEO in November 2024 followed a tumultuous period for Optus, marked by a significant data breach in September 2022 and a 14-hour national mobile network outage in November 2023. These incidents led to increased scrutiny and the resignation of former CEO Kelly Bayer Rosmarin. Rue's leadership is seen as a turning point, bringing in his extensive experience from his tenure at the National Broadband Network (NBN), where he oversaw the rollout of broadband to over 8 million homes and businesses across Australia .Light Reading+2Tech Guide+2Sky News Australia+2Australian Financial Review+5WSJ+5The Australian+5Tech Guide+4Light Reading+4Capacity Media+4
Rebuilding Trust and Simplifying Operations
Since taking the helm, Rue has focused on examining Optus's governance and risk management frameworks to rebuild trust within the community. He has also emphasized the importance of simplifying the organization, managing costs, and ensuring that Optus offers a competitive range of products in the marketplace. These strategic initiatives aim to position Optus as a resilient and customer-centric telecommunications provider.
Collaborating on National Infrastructure Plans
Rue expressed support for government initiatives aimed at improving mobile coverage across Australia, particularly in remote areas. He highlighted the potential of leveraging commercial low-earth orbit satellite networks, such as Starlink, to supplement mobile networks where traditional coverage is lacking. This collaboration aligns with Optus's commitment to enhancing connectivity and ensuring that all Australians have access to reliable telecommunications services. The Guardian
Financial Performance and Customer Growth
Optus reported a positive financial performance, with earnings before interest, tax, depreciation, and amortization (EBITDA) reaching $2.2 billion, marking a 5.7% increase from the previous financial year. The company also experienced customer growth, adding 238,000 new mobile subscribers, including 52,000 on postpaid plans, in the financial year ending 31 March 2025. These figures indicate a recovery in customer confidence and a strengthening of Optus's market position.
It is common knowledge that in recent years, the impact of artificial intelligence on the telecommunications market led to a significant transformation in the management of networks and processes in a wide range of sectors.
Telecom companies around the world are leveraging AI to improve operational efficiency, customer experience, and security. They are also developing new, targeted services such as AI-based virtual assistants and chatbots.
In this article, we’ll explore how artificial intelligence is transforming the telecommunications industry. The technology is improving operational efficiency, customer experience, and security, as well as enabling new services.
Could the impact of artificial intelligence on the telecommunications market be negative?
When we think about the impact of artificial intelligence, conventional wisdom tends to associate the technology with unpleasant consequences. Issues such as data privacy, algorithmic bias, and digital exclusion are often mentioned. However, this perception does not fully reflect reality.
In this sense, the Center for Advanced Studies in Digital Communications and Technological Innovations (Ceadi) of Anatel created two research groups focused on addressing topics related to Artificial Intelligence (AI) and Behavioral Sciences.
According to counselor Alexandre Freire, president of the Superior Council of Ceadi: “In the context of AI, we must pay attention to the importance of considering measures that can mitigate possible negative impacts of its use, but, at the same time, leverage innovation and technological advancement in a sustainable and transparent manner.”
How is artificial intelligence being used by Telecom companies?
Artificial intelligence (AI) in telecommunications, through automation and optimization of operations, provides significant advances mainly in the areas of efficiency, innovation and consumer experience. This reduces costs and improves the reliability of operations.
Among the main points of action of Artificial Intelligence in the telecommunications sector, we can mention:
1 – Operational efficiency
- Process automation: The use of AI enables the automation of repetitive and complex tasks. This reduces the need for manual intervention and increases operational efficiency.
- Predictive maintenance: Using machine learning algorithms, AI helps prevent network equipment failures. It organizes and suggests proactive maintenance routines.
2 – Customer experience
- Virtual assistants and chatbots: AI provides a first line of 24/7 customer support with fast and accurate guidance.
- Service customization: By analyzing customer data, it is possible to offer personalized SVA recommendations and offers. This increases satisfaction and loyalty.
3 – Security and data protection
- Fraud and threat detection: AI-based algorithms are effective in identifying unusual patterns and suspicious activities. This helps detect and prevent fraud and cyberattacks.
4 – Innovation and development of new services
- Network management (5G): AI makes it easier to manage complex 5G networks by dynamically adjusting resources and bandwidth to meet demand and ensure optimal performance.
- Boost for development: AI’s ability to transform operations and create new services contributes to the continued growth of companies and the expansion of their offerings in the market.
How Big Telecom Companies Are Using AI to Improve Their Operations
Telecommunications companies around the world are using AI to optimize tasks across a variety of sectors. As a result, this technology has a direct impact on consumer experience, security, and the development of new services.
Below, we will present some practical examples of how artificial intelligence is being used to transform operations in the sector:
Vodafone: Development of the TOBi chatbot
A Vodafone is one of the largest telecommunications operators in the world, headquartered in the United Kingdom and with a strong presence in over 25 countries. It is using artificial intelligence to improve the customer experience through its chatbot, TOBi.
According to the magazine Digital Inside, in 2024 Vodafone invested 120 million euros in generative AI technology aimed at improving this virtual assistant, TOBi, which uses natural language processing to understand and interact efficiently with customers, providing faster and more effective service.
Verizon Communications: AI and 5G Integration
A Verizon Communications, an American telecommunications giant headquartered in New York, is at the forefront of integrating AI and 5G to transform its operations and services.
With 5G providing more widespread and reliable connectivity, the amount of data generated increases exponentially. AI and big data are therefore crucial to analyze this information, identify patterns, and make autonomous decisions.
An example is the Verizon + Honda collaboration to test a technology that combines cloud AI and 5G. This solution aims to prevent accidents by allowing vehicles to communicate in real time and make quick decisions.
Orange SA: Increased administrative productivity
A Orange SA., the largest telecommunications company in France, headquartered in Paris, in 2023 participated in the Microsoft 365 Copilot Early Access Program (EAP) to improve the efficiency and quality of internal operations.
Microsoft 365 Copilot, which combines the power of Large Language Models (LLM) with data in the Microsoft Graph, helps users create content faster across Teams, Excel, Word, Outlook, and PowerPoint.
Copilot’s full integration into Orange’s work tools helps employees write blogs, create presentations and summarize meetings faster. This saves time and increases productivity.
Deutsche Telekom: Performance Optimizations with AI.
German giant Deutsche Telekom is incorporating features of artificial intelligence (AI) in its private network offering, including operations in Brazil through Deutsche Telekom Global Business.
Recently, AI was added to the Premium Internet Underlay (PIU) service, an extra layer that collects and analyzes historical network data. The goal is to understand behavioral patterns and perform performance optimizations.
This AI layer enables the PIU to learn, establish relationships, and centralize data to identify and fix issues or take preventive action. This ensures a secure, high-performance connection for users.
With the ability to respond to peaks and dynamically adjust bandwidth, the solution is compatible with technologies such as SD-WAN, IP-SEC and ZTNA. In addition, it can be combined with SASE solutions such as Zscaler and Fortinet, depending on the customer's needs.
Telecom Italia (TIM): Preventing problems with AI and machine learning
Turning the focus to Brazil, Telecom Italia, through its subsidiary TIM Brasil, is incorporating artificial intelligence (AI) and machine learning in your network infrastructure to prevent failures before they are noticed by consumers.
During the Mobile World Congress 2024, the company announced the implementation of the Accedian/Cisco platform, integrated by NEC, which monitors and diagnoses problems in the network infrastructure in real time.
TIM Brazil's CTIO, Marco DiConstanzo, highlighted that, until now, identifying the root cause of network problems was a very manual process. With the new platform, it becomes possible to move from a reactive to a proactive stance, preventing failures before they happen, reducing the time to fix them and increasing the reliability of services.
Focused on the B2B segment, TIM Brasil uses artificial intelligence in telecommunications to serve sectors such as agribusiness, transportation, logistics and highways.
The strategy aims to increase competitiveness and reduce churn rate with proactive AI-based solutions.
Conclusion
Stephen Rue's leadership marks a new chapter for Optus, characterized by a balanced integration of AI technologies and human expertise. By focusing on enhancing customer experience, simplifying operations, and collaborating on national infrastructure projects, Optus aims to solidify its role as a leading telecommunications provider in Australia. Rue's vision reflects a commitment to innovation, resilience, and customer-centricity in the evolving digital landscape
