Omdia: GenAI and AI agents drive shift to new telecom customer experience framework

LONDON, December 11, 2025: Generative AI (GenAI) and agentic AI are reshaping how telecom operators interact with customers, according to analysis from Omdia’s new report, The Future of Customer Experience in Telecoms. The emergence of AI agents acting on behalf of human customers is creating a new dynamic that requires telecom operators to rethink customer experience strategies, as price and network quality alone no longer guarantee competitive advantage.

This shift means telecom operators must design experiences that work seamlessly for both people and their digital proxies,  treating these AI agents as customers in their own right. To help operators navigate this transformation, Omdia has developed a five-step customer experience framework that guides telecoms to:

• Shift from reactive to context-proactive networks 
• Move from robotic responses to meaningful engagement 
• Deliver hyper-personalized services 
• Advance from security to trusted digital stewardship 
• Transform satisfied customers into vocal advocates

“Customer experience and engagement are often used interchangeably, but engagement is just one aspect of the journey”, notes Julia Schindler, Principal Analyst, Strategy, at Omdia. “The next era of telecom customer experience will be defined by building trust, delivering personalized experiences, and creating the conditions for customers to become advocates.”

According to Omdia’s research, customer experience spans every touchpoint, from network performance and product design to brand reputation, and it requires a collective responsibility across all departments. Failure to deliver seamless, personalized experiences in core connectivity risks undermining operators’ diversification strategies into adjacent markets such as cloud, energy, and security.