Gil Rosen is Chief Advertising and marketing Officer at Amdocs, chargeable for managing its international model, product advertising and buyer advertising. On this position, he leads growth of Amdocs’ imaginative and prescient, supply of strategic analysis insights to prospects, in addition to the corporate’s general go-to-market actions. Gil heads a staff of world advertising professionals and is a member of the corporate’s government 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, innovation, and expertise has formed your imaginative and prescient for Amdocs and its position within the telecom trade?
Having labored on either side of the telecom trade, from launching award-winning units and cloud providers to main advertising and innovation at Deutsche Telekom and Bezeq, I’ve seen firsthand how expertise transforms lives. At Amdocs, my distinctive place supplies 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 doable with applied sciences like generative AI.
Amdocs has positioned itself as a pacesetter within the telecommunications and media sectors. What differentiates Amdocs from its opponents 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 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. Not like 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.
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 situation decision, automates repetitive duties, and scales effortlessly. For example, a North American supplier utilizing amAIz noticed a 63% discount in dealing with time, 50% higher first-time decision, and a 49% enhance in Transactional Internet Promoter Rating. These enhancements are profound for the trade and spotlight how new applied sciences in the correct arms can considerably improve each effectivity and extra personalised buyer experiences.
The report, Rethinking Brand and Customer Experience in the Agentic Era, highlights a major hole between shopper expectations and CSP perceptions of AI brokers. How ought to CSPs handle this disconnect to raised align with shopper wants and strengthen their model id?
The hole stems from two key points: CSPs usually deal with behind-the-scenes operational objectives that prospects don’t discover, and so they 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 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 method to create AI experiences that adapt dynamically to context and ship significant, personalised interactions. With our analysis exhibiting 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 as we speak’s excessive shopper expectations and construct belief.
The report additionally highlights that 80% of shoppers count on 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. Manufacturers should acknowledge that empathy is vital in service-oriented interactions—like resolving a misplaced telephone situation or sudden billing shocks—however could also be much less necessary in including providers like including worldwide journey plans. By adjusting tone and engagement based mostly on context, CSPs can steadiness empathy with practicality. Superior pure language capabilities, various 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 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 model leaders should take cost and lead these discussions—not let expertise groups function in silos. Present chatbots enabled by expertise groups usually fall brief, and evolving AI brokers requires a extra strategic, brand-led method that transcends expertise 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, habits, and messaging with model values. Steady coaching and governance will guarantee these brokers stay aligned with core values and conscious 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 develop into greater than instruments—they’ll orchestrate and act, making them pivotal model ambassadors. In the long run, it’s doable these brokers might obtain a stage of recognition akin to movie star endorsements, very similar to Ryan Reynolds with Mint Cellular. With well-maintained content material and interesting social interactions, AI brokers might develop 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 develop into extra prevalent?
Generative AI will redefine buyer engagement, enabling CSPs to ship improved experiences at scale. Our kids 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, guaranteeing networks function as effectively as doable. CSPs that fail to adapt danger falling into irrelevance.
As a pacesetter on this house, what excites you most concerning the agentic period and its potential influence on society?
What excites me most is the potential to create significant, empathetic interactions between manufacturers and shoppers. Brokers have gotten the brand new “apps”, and everybody might finally have their very own private one. Why search or fill out varieties 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 longer term holds extra conversational, humanized digital interactions that simplify and improve day by day life.
Thanks for the good interview, readers who want to study extra ought to go to Amdocs.