Gil Rosen is Chief Marketing Officer at Amdocs, chargeable for managing its international model, product advertising and buyer advertising. In this function, he leads growth of Amdocs’ imaginative and prescient, supply of strategic analysis insights to prospects, in addition to the corporate’s total go-to-market actions. Gil heads a staff of world advertising professionals and is a member of the corporate’s govt administration staff. Prior to assuming the CMO function, Gil was Division President of amdocs:subsequent, chargeable for cultivating and incubating future development engines and disruptive applied sciences, together with IoT and the AI-powered dwelling broadband expertise.
Can you share how your intensive background in advertising, innovation, and know-how has formed your imaginative and prescient for Amdocs and its function within the telecom business?
Having labored on each side of the telecom business, from launching award-winning units and cloud providers to main advertising and innovation at Deutsche Telekom and Bezeq, I’ve seen firsthand how know-how transforms lives. At Amdocs, my distinctive place offers a worldwide perspective, permitting me to align our merchandise with the imaginative and prescient we uncover via our intensive analysis. My focus is on enabling our prospects to construct higher experiences for his or her prospects whereas pushing the boundaries of what’s potential with applied sciences like generative AI.
Amdocs has positioned itself as a pacesetter within the telecommunications and media sectors. What differentiates Amdocs from its rivals within the generative AI house?
Amdocs has been working with main international 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 prospects navigate the agentic period. Understanding knowledge is crucial 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. Unlike generic, consumer-facing AI options, amAIz enhances buyer help, optimizes operations, and scales intelligently. Our relationships with prospects transcend software program and providers; we work as true companions, providing options which can be agnostic to LLMs or cloud suppliers.
Can you elaborate on the function 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 allows proactive difficulty decision, automates repetitive duties, and scales effortlessly. For occasion, 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 Net Promoter Score. These enhancements are profound for the business and spotlight how new applied sciences in the best fingers can considerably improve each effectivity and extra customized buyer experiences.
The report, Rethinking Brand and Customer Experience within the Agentic Era, highlights a major hole between client expectations and CSP perceptions of AI brokers. How ought to CSPs deal with this disconnect to higher align with client wants and strengthen their model identification?
The hole stems from two key points: CSPs usually deal with behind-the-scenes operational objectives that prospects don’t discover, they usually underestimate how prepared shoppers are to embrace GenAI. For instance, solely 45% of shoppers specific issues about GenAI in buyer care, but CSPs estimate this quantity at 60%.
As we enter the agentic period, AI brokers are now not simply instruments—they’re model representatives and sometimes most well-liked 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, customized 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, customized experiences that meet right now’s excessive client expectations and construct belief.
The report additionally highlights that 80% of shoppers anticipate 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. Brands should acknowledge that empathy is crucial in service-oriented interactions—like resolving a misplaced cellphone difficulty or sudden billing shocks—however could also be much less essential in including providers like including worldwide journey plans. By adjusting tone and engagement based mostly on context, CSPs can steadiness empathy with practicality. Advanced pure language capabilities, numerous 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 prepared to modify to CSPs providing superior AI brokers, what speedy steps ought to suppliers take to reinforce their AI choices?
CSPs should act decisively by launching GenAI pilots to deal with engagement gaps, gathering buyer suggestions, and refining capabilities. However, advertising and model leaders should take cost and lead these discussions—not let know-how groups function in silos. Current chatbots enabled by know-how groups usually 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. Continuous 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 change into greater than instruments—they’ll orchestrate and act, making them pivotal model ambassadors. In the long run, it’s potential these brokers may obtain a stage of recognition corresponding to celeb endorsements, very similar to Ryan Reynolds with Mint Mobile. With well-maintained content material and fascinating social interactions, AI brokers may change into icons that embody model identification, driving deeper loyalty.
What are your predictions for the telecommunications business within the subsequent 5 years as generative AI and platforms like amAIz change into extra prevalent?
Generative AI will redefine buyer engagement, enabling CSPs to ship improved experiences at scale. Our youngsters gained’t perceive the idea of being placed on maintain. AI brokers will ship quick, pleasant help in native languages and dialects, with out the variability of human emotion. On the community facet, AI will maximize ROI by optimizing useful resource utilization, making certain networks function as effectively as potential. CSPs that fail to adapt danger falling into irrelevance.
As a pacesetter on this house, what excites you most in regards to the agentic period and its potential affect on society?
What excites me most is the potential to create significant, empathetic interactions between manufacturers and shoppers. Agents have gotten the brand new “apps”, and everybody may ultimately have their very own private one. Why search or fill out types when your personal private agent can deal with all of it itself? In time, these brokers could even talk with one another, automating duties seamlessly within the background. With this, the long run holds extra conversational, humanized digital interactions that simplify and improve day by day life.
Thank you for the good interview, readers who want to study extra ought to go to Amdocs.