The telecom industry is undergoing a shift โ from product-focused strategies to customer-focused models that prioritize personalization that meets the interactions across every touchpoint. Customers expect faster resolution, tailored recommendations or promotions and frictionless support, whether through an app, in-store, or through a call center. At the same time, telecommunications organizations are looking for ways to stay lean without compromising on service.
At the core of this transformation is AI โ driving real-time personalization, predictive service, and automation. Yet, mobile operators must navigate increasing operational costs, growing network investment demands, and the pressure to drive revenue.
So, how can mobile operators balance customer experience (CX) innovation with operational efficiency? At MWC 2025, expect to see innovative, real-world AI applications for customer engagement, retail automation and network intelligence, helping operators enhance customer experience, streamline operations, and unlock new revenue opportunities.
What technologies will be interesting to look for at MWC to meet these trends?
1. GenAI for customer engagementย
AI-driven engagement is transforming how mobile operators deliver self-service, proactive support, and hyper-personalized interactions. With 57% of mobile operators investing in GenAI for customer support and 35% already seeing success, AI is transforming how operators connect with customers while optimizing costs.
Context-aware customer support: GenAI is redefining customer support, moving beyond traditional chatbots to AI-powered virtual assistants that deliver highly contextual, human-like interactions. โโBy analyzing real-time device diagnostics โ beyond IMEI, make, and model โ GenAI leverages predictive and analytical AI to enable virtual assistants to proactively troubleshoot issues, offer personalized recommendations, and provide usage insights. This allows for faster, more effective resolutions, reducing the need for customers to visit a store or call support.
Personalized offers: Beyond support, GenAI is harnessing the right data โ device diagnostics, configuration information and CRM data combined โ to deliver greater personalization to customers with tailored offers. AI can suggest the right VAS upsell device upgrade or insurance attachment at the ideal moment during the device lifecycle.
AI-powered self-service: Automation is transforming how customers interact in-store, making service faster and more efficient. AI-powered kiosks allow customers to diagnose device issues, check upgrade eligibility, and receive personalized recommendations โ without waiting for a store representative. Solutions like the AWS Connect Care Kiosk are demonstrating how mobile operators can bridge the gap between retail and digital, reduce service friction, and allow staff to focus on high-value sales interactions.
With 43% of telecommunications professionals reporting that their organizations are investing in GenAI, MWC 2025 will be a key chance to explore how GenAI-powered chatbots, mobile device intelligence, and proactive support solutions are driving smarter, more seamless service models that improve CX while maximizing profitability.
2. Robotics & automation for device processing
With used mobile device shipments expected to rise by 33% between 2023 and 2028, mobile operators are looking to scale device intake, diagnostics, and refurbishment workflows while maintaining speed and accuracy. Current device processing systems, while automated to some extent, will require further automation to meet the growing demand, making robotics a key solution for increasing throughput, ensuring grading consistency, and improving operational efficiency.
A software-based approach to robotics: Instead of investing in large-scale, high-cost robotic infrastructures, mobile operators can now adopt modular, software-driven robotics that seamlessly integrate into existing workflows. By leveraging flexible software stacks and off-the-shelf robotic components, operators can scale automation incrementally, reducing upfront investment while maintaining adaptability. This approach enhances efficiency, improves processing accuracy, and allows for tailored automation solutions without major infrastructure changes.
At MWC 2025, expect demos and discussions on how modular robotics and AI-powered automation are transforming workflow efficiency, enhancing processing, and streamlining logistics.
4. Network optimization & performance
As mobile operators expand 5G networks and prepare for the future of connectivity, AI and automation are playing a key role in managing network performance, reducing costs, and ensuring reliable service delivery, allowing operators to optimize efficiency and scale infrastructure seamlessly.ย
AI-Powered network monitoring & optimization: AI-driven network monitoring is improving real-time visibility into network health, helping operators detect and resolve congestion, latency, and outages before they affect customers. Solutions like AWS CloudWatch provide proactive monitoring and automated issue resolution, improving service reliability and minimizing downtime.
Predictive analytics & automated network management: ย โโAI-powered predictive analytics helps mobile operators optimize network performance, improve latency, and reduce costs by detecting usage patterns and making real-time adjustments. It also helps manage network traffic and optimize connections, ensuring efficient, stable network operations even as demand fluctuates.ย
Cloud-based network orchestration & 5G evolution: With 5G expansion accelerating, cloud-based orchestration is simplifying network scaling and deployment. Platforms like AWS Telco Network Builder are helping operators automate network configuration, reduce complexity, and accelerate rollouts, creating a more flexible and cost-effective infrastructure.
At MWC 2025, expect discussions on how these technologies are reshaping network management and preparing the industry for 5G Advanced and the early stages of 6G.
Meet MCE at MWC 2025
To stay competitive, mobile operators must optimize every stage of the customer journey, leveraging AI-driven insights and automation to enhance efficiency, reduce costs, and deliver seamless, personalized experiences.
MCEโs customer-centric solutions help mobile operators balance CX innovation with profitability, enabling intelligent, needs-based engagement that maximizes customer lifetime value (CLV) while improving operational efficiency.
Join us at MWC 2025 to see how Applied AI and mobile device intelligence are transforming mobile operator retail operations and CX.
Schedule a meeting or demo: https://mwc.mce.systems/
