Gil Rosen is Chief Advertising and marketing Officer at Amdocs, answerable for managing its world model, product advertising and marketing and buyer advertising and marketing. On this position, he leads improvement of Amdocs’ imaginative and prescient, supply of strategic analysis insights to clients, in addition to the corporate’s total go-to-market actions. Gil heads a crew of worldwide advertising and marketing professionals and is a member of the corporate’s govt administration crew. Previous to assuming the CMO position, Gil was Division President of amdocs:subsequent, answerable for cultivating and incubating future development engines and disruptive applied sciences, together with IoT and the AI-powered dwelling broadband expertise.
Are you able to share how your intensive background in advertising and marketing, innovation, and know-how has formed your imaginative and prescient for Amdocs and its position within the telecom trade?
Having labored on each side of the telecom trade, from launching award-winning gadgets and cloud companies to main advertising and marketing and innovation at Deutsche Telekom and Bezeq, I’ve seen firsthand how know-how transforms lives. At Amdocs, my distinctive place supplies a world perspective, permitting me to align our merchandise with the imaginative and prescient we uncover by way of our intensive analysis. My focus is on enabling our clients to construct higher experiences for his or her clients whereas pushing the boundaries of what’s doable with applied sciences like generative AI.
Amdocs has positioned itself as a frontrunner within the telecommunications and media sectors. What differentiates Amdocs from its rivals within the generative AI house?
Amdocs has been working with main world service suppliers for over 40 years. Our management comes from staying forward of technological shifts like broadband, cloud, and 5G, and now serving to our clients navigate the agentic period. Understanding information is vital for AI, and we’ve embedded this experience into our telecom-GPT platform, amAIz, which addresses CSP-specific challenges like buyer expertise, operational efficiencies and extra. In contrast to generic, consumer-facing AI options, amAIz enhances buyer assist, optimizes operations, and scales intelligently. {Our relationships} with clients transcend software program and companies; we work as true companions, providing options which might be agnostic to LLMs or cloud suppliers.
Are you able to elaborate on the position of Amdocs’ amAIz platform in reworking buyer and operational experiences for CSPs?
The amAIz platform demonstrates how GenAI can revolutionize telecom by combining hyper-personalized buyer interactions with operational effectivity. It permits proactive challenge decision, automates repetitive duties, and scales effortlessly. As an example, a North American supplier utilizing amAIz noticed a 63% discount in dealing with time, 50% higher first-time decision, and a 49% increase in Transactional Internet Promoter Rating. These enhancements are profound for the trade and spotlight how new applied sciences in the correct fingers can considerably improve each effectivity and extra personalised buyer experiences.
The report, Rethinking Model and Buyer Expertise within the Agentic Period, highlights a big hole between shopper expectations and CSP perceptions of AI brokers. How ought to CSPs deal with this disconnect to higher align with shopper wants and strengthen their model identification?
The hole stems from two key points: CSPs typically give attention to behind-the-scenes operational targets that clients don’t discover, and so they underestimate how prepared shoppers are to embrace GenAI. For instance, solely 45% of shoppers categorical considerations about GenAI in buyer care, but CSPs estimate this quantity at 60%.
As we enter the agentic period, AI brokers are not simply instruments—they’re model representatives and infrequently most popular by shoppers, shaping relationships by speaking within the model’s voice and reflecting its values. CSPs should rethink their strategy to create AI experiences that adapt dynamically to context and ship significant, personalised interactions. With our analysis displaying decrease ranges of satisfaction with present chatbots as in contrast with human brokers, there’s clear room for enchancment. To thrive, CSPs should guarantee AI brokers ship significant, personalised experiences that meet right this moment’s excessive shopper expectations and construct belief.
The report additionally highlights that 80% of shoppers count on empathy from AI brokers, but solely 43% of CSPs acknowledge this. How can manufacturers design AI brokers to fulfill such emotional and contextual wants?
Empathy begins with understanding the model, context, and buyer. Manufacturers should acknowledge that empathy is vital in service-oriented interactions—like resolving a misplaced telephone challenge or sudden billing shocks—however could also be much less necessary in including companies like including worldwide journey plans. By adjusting tone and engagement primarily based on context, CSPs can steadiness empathy with practicality. Superior pure language capabilities, various datasets, and suggestions loops assist refine these interactions to make sure they continue to be genuine and aligned with buyer expectations.
With 61% of shoppers keen to modify to CSPs providing superior AI brokers, what instant steps ought to suppliers take to boost their AI choices?
CSPs should act decisively by launching GenAI pilots to handle engagement gaps, gathering buyer suggestions, and refining capabilities. Nevertheless, advertising and marketing and model leaders should take cost and lead these discussions—not let know-how groups function in silos. Present chatbots enabled by know-how groups typically fall quick, and evolving AI brokers requires a extra strategic, brand-led strategy that transcends know-how alone.
Now that AI brokers have gotten extensions of brand name identification, what methods ought to manufacturers implement to make sure their AI brokers replicate their core values and meet buyer expectations?
To succeed, CSPs should outline their AI brokers’ personalities with precision—aligning tone, conduct, and messaging with model values. Steady coaching and governance will guarantee these brokers stay aligned with core values and aware of evolving buyer wants.
How do you foresee the evolution of AI agent personalities and their customization influencing model loyalty in the long run?
AI brokers will turn into greater than instruments—they’ll orchestrate and act, making them pivotal model ambassadors. In the long run, it’s doable these brokers might obtain a degree of recognition similar to superstar endorsements, very like Ryan Reynolds with Mint Cell. With well-maintained content material and interesting social interactions, AI brokers might turn into icons that embody model identification, driving deeper loyalty.
What are your predictions for the telecommunications trade within the subsequent 5 years as generative AI and platforms like amAIz turn into extra prevalent?
Generative AI will redefine buyer engagement, enabling CSPs to ship improved experiences at scale. Our kids gained’t perceive the idea of being placed on maintain. AI brokers will ship quick, pleasant assist in native languages and dialects, with out the variability of human emotion. On the community aspect, AI will maximize ROI by optimizing useful resource utilization, making certain networks function as effectively as doable. CSPs that fail to adapt danger falling into irrelevance.
As a frontrunner on this house, what excites you most concerning the agentic period and its potential impression on society?
What excites me most is the potential to create significant, empathetic interactions between manufacturers and shoppers. Brokers have gotten the brand new “apps”, and everybody might ultimately have their very own private one. Why search or fill out kinds when your individual private agent can deal with all of it itself? In time, these brokers might even talk with one another, automating duties seamlessly within the background. With this, the longer term holds extra conversational, humanized digital interactions that simplify and improve every day life.
Thanks for the nice interview, readers who want to be taught extra ought to go to Amdocs.