Research Report | Artificial Intelligence (AI), Customer experience management, GenAI (Generative AI)

Agents of change: integrating AI into customer experience operations

What are the challenges in integrating agentic AI into customer experience operations? Find out in our new report

Dawn Bushaus

Joanne Taaffe, TM Forum

28 Nov 2025

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Agents of change: integrating AI into customer experience operations

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Agents of change: integrating AI into customer experience operations

Customer operations have evolved rapidly through the use of generative AI (GenAI) in the past couple of years, helping to modernize legacy systems. Now communications service providers (CSPs) are starting to turn their attention towards how agentic AI could be used to transform the customer experience. But there are challenges ahead including systems integration, cost and security.

In this report we look at how CSPs can address these challenges, where the value lies in integrating agentic AI into customer experience infrastructure and what are the roles for new standards Model Context Protocol (MCP) and Agent2Agent Protocol (A2A).

Read the report to understand:

How customer-facing systems are evolving with AI
How CSPs believe agentic AI will transform customer operations
Why standards are needed to solve the biggest integration challenges as operators deploy agentic AI
How CSPs expect to use Model Context Protocol (MCP) and Agent2Agent Protocol (A2A) in multiagent architectures
Why cost is a concern, and why it’s difficult to prove the value of agentic AI.

Dawn Bushaus

Contributing Analyst & Editor

Dawn began her career in technology journalism in 1989 at Telephony magazine. In 1996, she joined a team of journalists to start a McGraw-Hill publication called tele.com, and in 2000, she helped a team at Ziff-Davis launch The Net Economy, where she held senior writing and editing positions. Prior to joining TM Forum, she worked as a contributing analyst for Heavy Reading.

Joanne Taaffe

Editor in Chief, Inform, TM Forum

Joanne has been covering telecoms and IT as an editor and journalist since the mid-90s. Prior to joining TM Forum, Joanne was a writer and editor in the smart manufacturing sector and is interested in how new technologies are impacting business ecosystems.