GenAI-powered contact center transforming customer experience with 5G services

Commercial context

Digital consumers today expect faster, smarter, and more personalized customer service from CSPs. As a result, CSPs must explore new ways to meet these demands and enhance customer support. The rise of generative AI (genAI) and 5G-powered interactions presents numerous opportunities for such transformation in customer care. These technologies can not only enable data-driven, personalized communication, but they can also significantly improve contact center productivity. CSPs can increase customer satisfaction, boost loyalty, and enhance overall customer experience. In parallel, they can also increase employee satisfaction, unlock new revenue streams, and improve operational efficiency.

5G, on one hand, allows enriched calling experiences that combine voice, video, and data channels. This integration allows agents to communicate more clearly with customers and monitor service quality in real time. On the other hand, large language models (LLMs) and AI agents can greatly enhance issue resolution and offer products proactively at the right moments. Real-time hyper-personalization of the customer experience thereby becomes possible alongside greatly improved efficiency and new monetization opportunities.

CSPs have the potential to create a new generation of intelligent, AI-powered contact centers. However, many CSPs face challenges in adopting these technologies due to the difficulty of integrating AI into legacy systems. In customer care departments, the stakes are even higher because full operational continuity must always be maintained. Redefining system architecture and standardizing interfaces is critical to success. CSPs however need a collaborative and innovative mindset to adopt these advanced capabilities.

The solution

The ‘GenAI proactive customer care for 5G monetization’ Catalyst addresses these challenges directly. The team has built a genAI-powered contact center platform that uses 5G to deliver media-rich, real-time customer service across multiple channels. Luis Díaz, Solutions Architect at Telefónica, one of the champions of the Catalyst, lays out the vision. “First, we want to use 5G to move from traditional contact center interactions based on voice towards innovative ways that combine multi-modal channels, all in a seamless way and within the same interaction.”

As Luis explains, “a customer calls asking about a new service. Instead of just a voice interaction, our virtual assistant can understand what the customer needs, can display a hyper-personalized video explaining the service, can open the web channel on the mobile screen of the customer, can guide them through the purchase process, can send the contract via social media, and the customer can even sign digitally on the mobile screen. If needed, the customer can be transferred to a human agent any time. All this within a single multi-modal journey without losing context. We also want to integrate genAI capabilities to anticipate customer needs and proactively suggest hyper-personalized offers.”

The Catalyst customer service platform aims to fulfill this vision by mastering control of the combination of genAI and 5G. GenAI and 5G here power a new kind of customer care—faster, sharper, and always aligned with the services it supports. As a result, this Catalyst transforms support into strategy, making personalized, real-time engagement a defining feature of next-generation networks.

Thanks to 5G’s low latency, the platform supports seamless communication. It enables high-quality video, voice, and data exchanges during support interactions. When paired with genAI, the system anticipates customer needs, initiates proactive outreach, and adapts experiences in real time based on user behavior. For instance, when high-value users encounter issues, the platform can trigger a proactive video session or recommend tailored service upgrades. These can be integrated directly into the customer’s live experience.

GenAI agents handle routine queries efficiently. In parallel, embedded AI assistants support human agents with real-time transcription, recommended replies, and compliance prompts. Additionally, multi-modal orchestration enables smooth transitions between voice, social media, and video—maintaining both context and continuity. To further enhance engagement, a digital human interface adapts its tone and appearance based on the customer’s profile and preferences.

The platform aligns with TM Forum’s Open Digital Architecture (ODA) and uses standard APIs to connect seamlessly with marketing, CRM, and service tools. Specifically, TM Forum ODA components used include TMFC028 Party Management, TMFC001 Product Catalog Management, and TMFC007 Service Order Management. TM Forum APIs used include TMF679 Product Offering Qualification, TMF645 Service Qualification, and TMF676 Payment Management.

Wider application and value

This project demonstrates that the combined use of AI and 5G services significantly improves customer experience. As a result, key performance indicators are expected to rise, including:

• NPS (Net Promoter Score)
• CES (Customer Effort Score)
• CSAT (Customer Satisfaction Score)
• CLI (Customer Loyalty Index)

These improvements help increase customer loyalty and boost sales across all areas, including new products, upselling, and cross-selling - strengthening competitivity and long-term profitability.

In addition, the initiative aligns with Corporate Social Responsibility (CSR) and Environmental, Social, and Governance (ESG) priorities. Telefónica, for example, is committed to goals that help to build a more humane world. As part of this, providing customer care services that are more inclusive for individuals with disabilities or language barriers is an objective. The Catalyst project provides more inclusive services for such groups, helping to fulfill this objective.

Bringing their customer care into the genAI and 5G age will allow companies not only to enhance their reputation and brand image, but also increase loyalty, attract and retain talent, and reduce operational risks. These efforts in turn contribute to greater profitability and long-term sustainability. By combining intelligent automation, rich media, and standards-based integration, this platform delivers a future-ready solution for real-time, hyper-personalized customer care.