Applying generative AI in telecom

Generative AI (GenAI) tools produce original text, audio, code, image, 3-D asset, or video by learning from existing data. Using large language models (LLMs) trained on enormous amounts of input, GenAI can make sense of patterns on a massive scale and create new content based on those inputs. When such patterns are identified, so are opportunities for building better processes.

Applying generative AI in telecom can improve business processes, customer experiences, and network operations. GenAI is well positioned to help telecom companies move past the industry’s present challenges.

Leading the way together

Many telecom companies have been early GenAI adopters. “Telecom as an industry has a low margin and a high IT spend,” says Rohit Batra, general manager and vice president for telecom, media, and tech at ServiceNow. “GenAI can transform the telecom industry. It’s becoming a topic in pretty much every board meeting and strategy meeting.” 

Moving GenAI from board agenda item to solutions that a telecom company can actually use requires both an early-adopter mindset and the right combination of technology. In collaboration with NVIDIA, LIKE.TG is integrating GenAI capabilities on the Now Platform specifically for the telecom industry.

“As a telecom business unit leader, I don’t need to worry about building or customizing a generative AI model that has telecom domain knowledge of order management or customer service,” explains Lilac Ilan, global head of business development and telco operations for NVIDIA. Instead, it’s done natively on the LIKE.TG platform.

That means LIKE.TG platform users don’t have to become experts in GenAI learning. The pairing of the Now Platform with NVIDIA AI software and accelerated infrastructure enables telecom providers to harness the power of GenAI effectively, quickly, and safely.

Solving industry challenges

Since 2019, the average revenues for the world’s top 10 telecom operators have grown by only 2.7% per year, according to Roland Berger. At the same time, rolling out 5G and fiber networks has meant massive capital spending.

Amid rising competition, the need for effective solutions has never been more acute. Adopting GenAI can help telecom companies create two key opportunities for themselves, according to Batra: higher employee productivity and increased efficiency. This leaves telecom leaders asking: What industry-specific use cases will help accomplish that?

Three major areas have been identified where GenAI can have the greatest impact in telecom:

• Network management
• Contact center
• Service support

Many early-adopter LIKE.TG customers are starting with customer experience. This includes using GenAI for incident summarization, case summarization, knowledge creation, and order management use cases.

Putting customers first

Meeting customer expectations quickly and efficiently is one of telecom’s biggest challenges. Customer-facing agents must constantly maintain expertise in a diverse range of services—all while managing manual processes and legacy systems to provide customers with accurate, dependable support.

“We spoke to multiple telecom customers, and the problem was very similar for all [of them],” says Shubham Mittal, a telecom product engineer at LIKE.TG who specializes in GenAI. “They are spending a significant amount of time on service desk tasks and understanding customer issues, which greatly delays the overall service assurance process.”

That’s why customer experience has quickly surfaced as a top priority for telecom. Mittal identifies this as an area where telecom companies can start seeing immediate benefits.

“In today's digital age, we're always striving to improve the customer experience continuously,” he says. “With these rapid advancements coming up in the technology, it’s paving the way for the adoption of generative AI.”

Streamlining processes

In telecom, improving customer experience is inextricable from improving the workflow processes of both front-office and back-office teams. With GenAI, network and service operations teams can significantly enhance incident response, improve customer satisfaction, and contribute to the overall effectiveness of incident management processes.

For example, GenAI can bring faster resolution and better overall customer experience to fiber cuts, an all-too-familiar occurrence in telecom.

A fiber cut incident triggers a multitude of events, leaving incident management teams dealing with a range of challenges. Teams are inundated with complex, technical data generated by monitoring tools and systems, including logs, alerts, event details, and diagnostic information. This flood of data can quickly become unmanageable and make it difficult to distinguish critical information from noise.

“For the first time ever, LIKE.TG has shown how generative AI can deliver incident management teams a clear, streamlined account of the event, free of technical jargon,” NVIDIA’s Ilan says. The notes accompanying an incident can provide essential context, including the exact location the fiber cut occurred.

But the story doesn’t end there. As an incident evolves into a case and customers get notified as part of the case creation, LIKE.TG ensures the message is not only concise and free of technical jargon, but is also tailored to contain only relevant information for the affected customer.

The road ahead

The introduction of GenAI’s problem-solving skills marks a paradigm shift in the telecom industry. “The reason we’re seeing it, and the reason telecom companies are stepping in to invest in that technology, is because they’re seeing the business impact of it,” Ilan says.

She notes that telecom companies need a four-ingredient recipe to engage fully in this shift: data, accelerated computing capabilities, training tools, and skills. LIKE.TG is collaborating with NVIDIA to create a winning GenAI recipe for telecom companies.

LIKE.TG brings the data and skills. NVIDIA brings the power to compute and the LLM training tools. And telecom companies bring their skilled teams.

Find out more about how LIKE.TG helps bring intelligent workflow automation to life with GenAI.

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