Telecoms operators are hoping to defend ASPU by bundling in AI products such as ChatGPT and Perplexity

Operators need to bundle new services, such as AI products, into their plans to justify higher prices because the increased adoption of unlimited data contracts makes the more-for-more pricing strategy redundant. As such, operators are exploring how to bundle products such as ChatGPT and Perplexity to encourage the take-up of more-expensive plans and to improve customer loyalty.

Operators are employing various pricing strategies for their AI bundles, but the products themselves are, for the most part, standard (for example, Perplexity Pro) with no additional features or integration with the core connectivity offer. This is unlikely to act as much of a differentiator in the long term. It also means that operators are competing directly with AI service providers and with other players that offer AI bundles (for example, challenger bank Revolut is giving access to Perplexity Pro with some of its accounts). Furthermore, handset vendors are increasingly adding AI features to their devices.

Operators may therefore need to do more if they plan to use AI to increase, or at least maintain, ASPU, but this will come at a cost and could raise privacy concerns. SK Telecom is one of the few operators to follow this approach so far by integrating AI services with its core connectivity offer.