MWC24 gave a glimpse of the new AI-enabled services that operators can offer to consumers

19 March 2024 | Research

Stefano Porto Bonacci

Article | PDF (3 pages) | Fixed Broadband Services| Mobile Services| Smart Devices| Fixed–Mobile Convergence

"AI is currently used to make marginal improvements to existing consumer services. We did not see much evidence of big, long-terms plans."


AI and GenAI were omnipresent at MWC2024. The event generated a surge of AI-related news targeting the consumer segment. However, these developments were evolutionary rather than revolutionary: operators gave just a small glimpse of which new AI-enabled services and products they might offer in the future.

Operators currently use AI in two main ways for the consumer segment. New smartphones include some AI functionalities, which provide marginal benefits compared to existing features. Operators are using AI to improve their customer service and customer experience. 

This article assesses the AI-enabled services that were discussed during the trade show that took place in Barcelona from 26 February to 29 February 2024.


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