Contributed Article
by Marc Anné, Chair of Judges for the World Communication Awards
This year, we counted 219 entries across 23 award categories in the World Communication Awards.
As expected, the newly introduced AI Excellence Award became a popular category. 2023 saw the rise of generative AI, 2024 proved to be the year of its integration into telecommunications. Entries showcased incredible innovation and excellence and reflected a wide variety of use cases whereby Gen-AI is generating telco-specific functionality.
After much delibration from the judges, seven companies were shortlisted for the Award: SK Telecom, Jio Platforms, Netcracker Technology, Telkomsel, Tata Communications Transformation Services, Rakuten Symphony, and Amdocs.
Click here to discover which of them ultimately took home the coveted trophy!
So, what were some of the common trends, solutions, and strategies that characterised the AI Excellnce Award submissions in 2024?
- Firstly, enhancing customer and user experience by leveraging foundational AI models and Large Language Models was a hit. This areas including improved agent handover processes by delivering highly contextual, human-like responses based on automated front-facing AI agent systems providing selfcare and trouble ticketing. Some entrants have even started designing TelcoGPT services, with embedded copilots and GenAI agents.
- The automation of various telco processes, across the operations cycle, are getting streamlined by deploying various AI workflows and solutions aiming to increase productivity, including areas such as: the Lead to Quote cycle (RFP AI response generator); preventive maintenance AI inspections; new partner onboarding; catalogue modifications; invoice explanations and analytics.
- The use of 360° customer engagement creates a platform that connects real time behavior, decisioning and omnichannel orchestration. AI-based guided selling recommends the next best action. This opens the door for real-time marketing.
- The proactive recognition of anomalous data pattern behaviors and the presentation of possible root-causes based on AI models and actionable insights is leading the way towards autonomous networks. Network performance is optimised by AI powered automation technology that proactively anticipates and addresses spikes in 5G data usage.
- Democratised AI access across the organization as well as AI enhanced knowledge management systems do not only support customer agents and radio frequency engineers, but also employees from diverse backgrounds and business users conducting analysis without the need for deep technical knowledge. It also enhances the accuracy of information delivered to customers with the goal of improving the quality and reliability of customer service experience.
- The world’s first autonomous telecom store, powered by AI and Machine Language, was presented in the category of the Future Award. It integrates advanced AI, Machine Learning, sensor fusion, robotics and facial recognition technologies. The next generation of retail experience is becoming a reality!
- Various AI assisted energy efficiency solutions were also present in the award submission. The prediction of data transmission in real-time helps to optimize the connection status of the smartphone and AI solutions reduce power consumption of the modem in the device and in radio units.
- Finally, AI innovation helps to improve fraud mitigation and eliminates artificial inflation of traffic. ML and AI immediately detecting and blocking malicious attempts is a popular entry theme. Use cases cover areas such as AI powered anti-phishing and spam systems in real time, blocking millions of illegal messages.
We look forward to seeing how AI continues to evolve and be integrated within the telecoms industry in 2025!