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How CSPs can take advantage of GenAI to supercharge diverse users’ needs

Itai JacobsonItai Jacobson
23 Oct 2023
How CSPs can take advantage of GenAI to supercharge diverse users’ needs

How CSPs can take advantage of GenAI to supercharge diverse users’ needs

In recent years, we have observed the extraordinary evolution of artificial intelligence (AI) and its capacity to deliver remarkable business and operational advantages.

The most recent development is generative AI (GenAI), which has risen to prominence as one of AI’s most compelling articulations.

Many different types of users across a CSP’s organization can gain significant benefits from GenAI, from customer care agents, to network engineers, product managers, and more.

Maximizing the value of GenAI requires selecting the right approach as to how users will engage with the technology. In this article, I will cover the four approaches to engagement, what typifies each, and for which goals each is best suited, so CSPs can decide what’s right for them.

The 4 approaches

  1. The embedded AI approach entails integrating GenAI seamlessly into existing applications, making it an inherent part of the user’s workflow without disrupting the experience.

Embedded GenAI
in an Amdocs billing care widget

Image 1_Amdocs Billing Account screen[2]
  1. The AI-assisted approach, also known as “co-pilot,” serves to support users with an intelligent assistant which delivers valuable suggestions and insights, optimizing decision-making and problem-solving.

The AI-assisted engagement approach in the Amdocs Catalog

Image 2_Amdocs Catalog New 5G Plans screen[11]
  1. The AI-centric approach is for designing and developing applications from the ground up with GenAI capabilities. The contextual AI-centric agent interface of Amdocs CPQ

Image 3_Amdocs Customer Engagement screen[2]

  1. The conversational approach enables users to engage with GenAI through natural language conversations.

The conversational approach in the Amdocs GenAI-powered self service app

Screenshot 2023-10-17 165542

How to decide which is best for the task?

When it comes to evaluating which approach will bring the most value, the two parameters that can be most instructive are – interaction flow and content presentation.

Interaction flow is about the user’s journey as they progress through the interface of the GenAI-powered app. It can be liner, that is – structured and sequential, with a predefined, step-by-step path. It can also be non-linear for a dynamic and flexible user experience.

Content presentation encompasses the design and layout of content – such as text and visual elements, which can be textual or visual.

How each approach serves users, presents content and aligns with various interaction types

Table 2

Some tasks are better served by a linear/visual UI, while others by non-linear/textual, and so on.

For example, since customer care agents handle a diverse range of inquiries, they are best served by GenAI-powered dashboards that are non-linear, allowing for flexibility.

On the other hand, sales management apps should follow a linear flow for step-by-step guidance that is both textual for sales data and visual for pipeline graphs.

In conclusion

While not every approach to GenAI engagement is right for every user and task, the good news is – there’s an engagement approach for everyone. And the power of GenAI to drive excellence is only going to continue to reach even greater heights.

And personally, I can’t wait to see what’s waiting for us around the corner.

Amdocs amAIz combines carrier-grade architecture leveraging open-source technology with large language AI models, based on Telco Taxonomy creating a foundation for global communications service providers, enabling them to benefit from the immense potential of GenAI in a trusted and secured way.

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