Telefónica: Pushing consumer genAI through the Aura digital assistant

Operator strategies continue to evolve in the digital era as the telecoms industry seeks to capture new growth opportunities in the consumer and enterprise markets. Assessing innovation and achievements is more important than ever before. GSMA Intelligence's operator case studies provide a concise and consistent way to shine a light on and analyse operators' strategies and business models, as well as how they are launching new services. This edition explores e&'s use of generative AI in consumer apps, retail stores and customer service, with customer experience as its overarching goal.

Operator strategies continue to evolve in the digital era as the telecoms industry seeks to capture new growth opportunities in the consumer and enterprise markets. Assessing innovation and achievements is more important than ever before. GSMA Intelligence's operator case studies provide a concise and consistent way to shine a light on and analyse operators' strategies and business models, as well as how they are launching new services. This edition highlights how Deutsche Telekom is utilising generative AI to improve service innovation and customer experiences.

There is a wave of innovation across consumer devices, connectivity and digital services. Within digital services, three areas are capturing growing interest: digital gaming; generative AI; and extended reality (XR) and the metaverse. In this report we draw upon findings from our consumer survey to uncover insights that can help players in these ecosystems sharpen their competitive strategies and refine their commercial offerings.