Beyond the numbers: Why AI can’t replace human analysts

Author: Gunisha Arora, Marketing Manager, GSMA Intelligence

AI can process data at lightning speed. It can scan millions of connections, chart network deployments, and spot shifts in mobile usage patterns across the globe. But it can’t answer the questions business leaders care about: What actions should I take? What’s driving this change? How will it impact my strategy in six months? How do I stay competitive? In today’s telecoms landscape defined by complexity, competition, and constant evolution - those are the questions that matter. And they’re the ones AI alone can’t answer.

The limits of automation

AI can surface trends and flag anomalies, but it can’t tell you why they matter. It lacks an understanding of business context, market nuance, or strategic timing. At GSMA Intelligence, we run thousands of forecasts and manage massive datasets across technologies, geographies, and players. While AI helps organise and process this scale of information, interpreting it, turning it into something business-relevant is another story. The sheer volume of data means that even the most advanced algorithms require human oversight to extract meaningful, actionable insights.

For example, some operators report a combined figure for 4G and 5G connections, labeling them as “4G/5G.” An AI system might assign this figure to either technology depending on its training - we’ve tested this and seen inconsistent outcomes. But a human analyst can apply contextual knowledge to determine whether this figure represents one technology, both, or needs to be split using estimation models. That judgment is critical to ensuring accuracy and trust in the data.

The power of context and communication

A machine can generate a chart, but it takes a human to craft a message. Whether preparing external reports or internal briefings, our analysts adapt insights based on the audience - be it an operator CEO, a regulator, or the media. The same dataset can tell different stories depending on who’s listening. That kind of nuanced communication shaped by experience, empathy, and business understanding can’t be automated.

Insight comes from collaboration

AI works in isolation. Analysts don’t. We debate findings, challenge assumptions, and refine outputs in real time. This collaborative process across research, strategy, and client teams ensures that our work is not only accurate but also timely and aligned with industry priorities. It’s not just about the what, but the so what and what next.

Augment, don’t replace

AI is a powerful partner. It helps us move faster, automate routine tasks, and uncover patterns we might miss. But it’s a tool - not a substitute. The strategic clarity, context, and critical thinking human analysts bring are what turn raw data into real business value.

In an age of automation, the human role isn’t disappearing, it’s becoming more essential. AI can enhance our work, but it’s people who make the numbers matter.