The telecommunications sector, known for its cyclical waves of innovation, faces continuous challenges such as declining margins and operational complexity. Michael Weening, CEO of Calix, highlights a recurring pattern. Despite advancements, each generational leap from 3G to 5G has brought limited commercial change. In a recent interview, Weening stated, “The industry seems to be speaking about the same things for 30 years… And it changes absolutely nothing.”
However, a paradigm shift could be underway with agentic artificial intelligence (AI). This could redefine the landscape, blending network efficiency with a personalized approach to customer service. According to Weening, “AI completely changes how you understand the subscriber and the experiences that you can deliver to them.”
Currently, telecommunications operations are rich in customer data but struggle to utilize it effectively. Traditional marketing strategies target demographics rather than individuals, missing out on personalization opportunities. But with AI agents automating decision-making across various workflows, operators can now offer personalized services at an individual level. Weening calls this the journey towards “an experience of one.”
Imagine an AI agent noticing that a customer’s Wi-Fi degrades when their children return home from school. It can infer the customer may move outdoors due to a recent pergola purchase. The agent then suggests better outdoor connectivity and ensures the customer sees a targeted Instagram ad for this service. This holistic personalization strategy aims to increase customer satisfaction and loyalty.
Implementing this AI ecosystem demands a robust platform architecture. As outlined by Weening, it comprises five layers: data, knowledge and context, orchestration, trust, and security. Calix has developed its AI-native platform over two-and-a-half years, launching in early 2026.
However, adopting AI requires more than technology. Cultural and organizational shifts are crucial. Weening believes, “Leadership must embrace it and use it to empower employees.” For telecom operators, differentiation hinges on embracing these changes.
The potential revenue growth through hyper-personalized services is significant, aiding customer retention with providers reporting up to 25% growth. Weening emphasizes the importance of AI, but the real driver of success will be the operators’ readiness to adapt at an organizational level. As Calix continues to pioneer in this space, the industry is on the brink of a transformative era.
