Gil Rosen is Chief Advertising and marketing Officer at Amdocs, chargeable for managing its world model, product advertising and marketing and buyer advertising and marketing. On this position, 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 and marketing professionals and is a member of the corporate’s govt administration staff. Previous to assuming the CMO position, 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 residence broadband expertise.
Are you able to share how your in depth 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 units 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 offers a worldwide perspective, permitting me to align our merchandise with the imaginative and prescient we uncover by our in depth analysis. My focus is on enabling our prospects to construct higher experiences for his or her prospects whereas pushing the boundaries of what’s attainable 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 area?
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 prospects navigate the agentic period. Understanding knowledge 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 help, optimizes operations, and scales intelligently. {Our relationships} with prospects transcend software program and companies; we work as true companions, providing options which are agnostic to LLMs or cloud suppliers.
Are you able to elaborate on the position of Amdocs’ amAIz platform in remodeling 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 illustration, 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 fitting arms can considerably improve each effectivity and extra personalised buyer experiences.
The report, Rethinking Model and Buyer Expertise within the Agentic Period, 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 id?
The hole stems from two key points: CSPs usually concentrate on behind-the-scenes operational objectives that prospects don’t discover, and so they underestimate how prepared customers are to embrace GenAI. For instance, solely 45% of customers categorical considerations 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 infrequently most popular by customers, 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 at the moment’s excessive client expectations and construct belief.
The report additionally highlights that 80% of customers count on empathy from AI brokers, but solely 43% of CSPs acknowledge this. How can manufacturers design AI brokers to satisfy 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 cellphone challenge or surprising 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, 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 customers prepared to change to CSPs providing superior AI brokers, what rapid steps ought to suppliers take to reinforce 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 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 name id, 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 attentive to 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 attainable these brokers may obtain a stage of recognition similar to movie star endorsements, very like Ryan Reynolds with Mint Cell. With well-maintained content material and interesting social interactions, AI brokers may change into icons that embody model id, driving deeper loyalty.
What are your predictions for the telecommunications trade 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 received’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 attainable. CSPs that fail to adapt threat falling into irrelevance.
As a pacesetter on this area, what excites you most concerning the agentic period and its potential affect on society?
What excites me most is the potential to create significant, empathetic interactions between manufacturers and customers. Brokers 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.
Thanks for the nice interview, readers who want to be taught extra ought to go to Amdocs.
