Intelligent by design: Embedding AI across the customer and network lifecycle

From real-time customer personalization to predictive fault detection, AI and machine learning are redefining how telecom operators engage with customers and manage their networks. In this session, leaders from Telenor and Rakuten Symphony explored how telcos can responsibly scale AI-powered platforms to deliver superior experiences – while addressing the challenges of integration, data governance, and trust.

Speakers:

• Terje Jensen – SVP, Global Business Security Officer, Telenor
• Vivek Murthy – President, OSS Business Unit, Rakuten Symphony

Watch the full interview.

The panel opened with a deep dive into how AI and ML are reshaping customer engagement strategies. From churn prediction to real-time support, AI models now analyze customer behavior, location, usage patterns, and complaints to deliver hyper-personalized plans and interventions. Whether it’s suggesting a more suitable data plan or proactively reducing the risk of churn, the goal is to meet customers where they are – with relevance and speed.

This level of precision requires not only rich datasets but seamless orchestration across backend systems. The discussion emphasized that telcos must think beyond automation. True transformation happens when the insights from AI models inform both service design and delivery.

AI in operations: from manual fixes to autonomous intelligence

On the network side, AI is enabling smarter investment decisions and proactive fault detection. Predictive analytics are guiding “smart CAPEX” planning – helping operators understand where to deploy new sites, add radios, or adjust configurations based on anticipated demand. The panel also discussed how AI-powered insights can optimize resource allocation across geographic zones, customer segments, and network layers.

But technical gains aside, the speakers stressed that a successful AI strategy hinges on trust – trust in the data, in the models, and in the system’s ability to act in a transparent, auditable way. Embedding explainability, fairness, and drift monitoring into AI platforms is now non-negotiable.

Key takeaways

• AI transforms the full lifecycle. From customer care to network planning, AI unlocks personalized, predictive, and proactive engagement.
  
• Data readiness is everything. Siloed, missing, or low-quality data remains the top barrier to effective AI deployment.
  
• Legacy systems limit agility. Telcos must take bold steps to sunset outdated systems and create unified, interoperable platforms.
  
• AI is not about cost-cutting. The focus should be on elevating customer experience and solving complex operational challenges.
• Responsible AI must lead the way. Explainability, trust, and governance are critical as telcos move from guided automation to autonomous intelligence.

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"Rakuten is a very digital and AI-native company. They build their platforms ground up on the basis that it's all digital experience – with their customers, their ecosystem, partners, and suppliers."

-Vivek Murthy, President, OSS Business Unit, Rakuten Symphony

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