GenAI will play a key role in achieving a segment of one for CSPs

Generative AI (GenAI) use cases are beginning to be tested and deployed, and communications service providers (CSPs) may be able to use GenAI for hyper-personalisation at scale and in real time. This will enable CSPs to take the next steps in their customer engagement strategies and improve the customer experience. CSPs that can make full use of GenAI stand to gain from heavily improved customer satisfaction and retention, as well as reduced costs from trying to regain customers that have churned (it is far cheaper to keep a customer than to gain a new one). CSPs will get closer to achieving a ‘segment of one’ as they begin to implement increased real-time personalisation. This is the end goal of CSPs’ personalisation efforts and results in customers feeling that they are being treated as individuals.