Telecom companies are realizing the power of GenAI to enhance their marketing strategy in a world that is becoming increasingly competitive and digitalized. What once seemed impossible—achieving cross-channel personalization at scale, automating complex multi-touch workflows, and enabling data-driven decision-making—is now within reach. Our new research report, “From Now to Next,” reveals that 74% of telecom companies believe that GenAI will fundamentally alter how they approach marketing, from customer engagement to targeting and acquiring customers.
The Imminent Impact of GenAI on Telecom Marketing
Our research shows that GenAI is already relevant in multiple telecom-specific marketing functions. Here are six key areas where telecom marketers predict to see a substantial impact:
- 70% expect significant shifts in creative content planning and production
- 65% anticipate transformations in personalized marketing and customer experience
- 61% expect automating repetitive marketing work
- 57% see opportunities for enhanced customer insights and analytics
- 54% believe GenAI will disrupt social media and online presence management
- 45% plan to leverage GenAI to predict customer lifetime value
Source: 2024 Global CMO Report ‘From Now to Next – Crafting the Future of Marketing with GenAI’, Comviva Research Centre
Preparing for a Gen-AI-Driven Future
Telecom marketers must prepare for significant shifts in their marketing strategies and operations to capitalize on these emerging opportunities:
- Invest in AI infrastructure: To leverage GenAI effectively, telecom companies need to ensure their infrastructure can support it—with reliable data storage systems and AI-driven marketing platforms.
- Rethink customer journeys: Telecom marketers must reimagine the entire customer journey, using GenAI to deliver personalized, seamless experiences at every stage—from the initial marketing message to continuous engagement and upselling opportunities.
- Boost cross-channel integration: Telecom firms work in a multi-channel world that requires flexibility to handle marketing across multiple SMS, email, apps, and more. Integrating GenAI across these touchpoints ensures that each customer receives a consistent, personalized experience regardless of the platform.
- Data governance is paramount: Unlocking GenAI’s full power requires sound data management and governance, which are essential for regulatory compliance and building a foundation for AI-driven marketing.
Imagine a future where AI-powered chatbots seamlessly resolve customer issues based on real-time network insights, or marketing campaigns adapt dynamically based on data from millions of users across different geographies. GenAI offers telecom marketers the ability to achieve personalization at scale, targeting, and creative execution to never-before-possible levels.
The Evolving Role of Telecom Marketers
As GenAI reshapes the marketing landscape, telecom marketers will evolve from traditional campaign managers to AI orchestrators. They will:
- Master AI strategies: Marketers will become adept at applying GenAI to diverse objectives, such as customer acquisition and retention.
- Act as customer experience architects: Marketers will leverage GenAI insights to create unique, omnichannel customer experiences.
- Transform into data storytellers: With GenAI providing more data and deeper insights, the key will be translating these insights into compelling narratives that resonate with stakeholders.
The Road Ahead
The most successful telecom marketers will see GenAI not just as a tool, but as a transformative innovation partner. They will move beyond traditional marketing roles to unlock new opportunities for customer engagement, retention, and revenue generation. GenAI allows marketers to refocus on creativity, customer relationships, and growth, while AI handles time-consuming tasks. Are you ready to evolve your role and lead the charge?
