Gil Rosen is Chief Marketing Officer at Amdocs, responsible for managing its global brand, product marketing and customer marketing. In this role, he leads development of Amdocs’ vision, delivery of strategic research insights to customers, as well as the company’s overall go-to-market activities. Gil heads a team of global marketing professionals and is a member of the company’s executive management team. Prior to assuming the CMO role, Gil was Division President of amdocs:next, responsible for cultivating and incubating future growth engines and disruptive technologies, including IoT and the AI-powered home broadband experience.
Can you share how your extensive background in marketing, innovation, and technology has shaped your vision for Amdocs and its role in the telecom industry?
Having worked on both sides of the telecom industry, from launching award-winning devices and cloud services to leading marketing and innovation at Deutsche Telekom and Bezeq, I’ve seen firsthand how technology transforms lives. At Amdocs, my unique position provides a global perspective, allowing me to align our products with the vision we uncover through our extensive research. My focus is on enabling our customers to build better experiences for their customers while pushing the boundaries of what’s possible with technologies like generative AI.
Amdocs has positioned itself as a leader in the telecommunications and media sectors. What differentiates Amdocs from its competitors in the generative AI space?
Amdocs has been working with leading global service providers for over 40 years. Our leadership comes from staying ahead of technological shifts like broadband, cloud, and 5G, and now helping our customers navigate the agentic era. Understanding data is critical for AI, and we’ve embedded this expertise into our telecom-GPT platform, amAIz, which addresses CSP-specific challenges like customer experience, operational efficiencies and more. Unlike generic, consumer-facing AI solutions, amAIz enhances customer support, optimizes operations, and scales intelligently. Our relationships with customers go beyond software and services; we work as true partners, offering solutions that are agnostic to LLMs or cloud providers.
Can you elaborate on the role of Amdocs’ amAIz platform in transforming customer and operational experiences for CSPs?
The amAIz platform demonstrates how GenAI can revolutionize telecom by combining hyper-personalized customer interactions with operational efficiency. It enables proactive issue resolution, automates repetitive tasks, and scales effortlessly. For instance, a North American provider using amAIz saw a 63% reduction in handling time, 50% better first-time resolution, and a 49% boost in Transactional Net Promoter Score. These improvements are profound for the industry and highlight how new technologies in the right hands can significantly enhance both efficiency and more personalized customer experiences.
The report, Rethinking Brand and Customer Experience in the Agentic Era, highlights a significant gap between consumer expectations and CSP perceptions of AI agents. How should CSPs address this disconnect to better align with consumer needs and strengthen their brand identity?
The gap stems from two key issues: CSPs often focus on behind-the-scenes operational goals that customers don’t notice, and they underestimate how ready consumers are to embrace GenAI. For example, only 45% of consumers express concerns about GenAI in customer care, yet CSPs estimate this number at 60%.
As we enter the agentic era, AI agents are no longer just tools—they’re brand representatives and often preferred by consumers, shaping relationships by communicating in the brand’s voice and reflecting its values. CSPs must rethink their approach to create AI experiences that adapt dynamically to context and deliver meaningful, personalized interactions. With our research showing lower levels of satisfaction with current chatbots as compared with human agents, there’s clear room for improvement. To thrive, CSPs must ensure AI agents deliver meaningful, personalized experiences that meet today’s high consumer expectations and build trust.
The report also highlights that 80% of consumers expect empathy from AI agents, yet only 43% of CSPs recognize this. How can brands design AI agents to meet such emotional and contextual needs?
Empathy starts with understanding the brand, context, and customer. Brands must recognize that empathy is critical in service-oriented interactions—like resolving a lost phone issue or unexpected billing shocks—but may be less important in adding services like adding international travel plans. By adjusting tone and engagement based on context, CSPs can balance empathy with practicality. Advanced natural language capabilities, diverse datasets, and feedback loops help refine these interactions to ensure they remain authentic and aligned with customer expectations.
With 61% of consumers willing to switch to CSPs offering superior AI agents, what immediate steps should providers take to enhance their AI offerings?
CSPs must act decisively by launching GenAI pilots to address engagement gaps, gathering customer feedback, and refining capabilities. However, marketing and brand leaders must take charge and lead these discussions—not let technology teams operate in silos. Current chatbots enabled by technology teams often fall short, and evolving AI agents requires a more strategic, brand-led approach that transcends technology alone.
Now that AI agents are becoming extensions of brand identity, what strategies should brands implement to ensure their AI agents reflect their core values and meet customer expectations?
To succeed, CSPs must define their AI agents’ personalities with precision—aligning tone, behavior, and messaging with brand values. Continuous training and governance will ensure these agents remain aligned with core values and responsive to evolving customer needs.
How do you foresee the evolution of AI agent personalities and their customization influencing brand loyalty in the long term?
AI agents will become more than tools—they’ll orchestrate and act, making them pivotal brand ambassadors. In the long term, it’s possible these agents could achieve a level of recognition comparable to celebrity endorsements, much like Ryan Reynolds with Mint Mobile. With well-maintained content and engaging social interactions, AI agents could become icons that embody brand identity, driving deeper loyalty.
What are your predictions for the telecommunications industry in the next five years as generative AI and platforms like amAIz become more prevalent?
Generative AI will redefine customer engagement, enabling CSPs to deliver improved experiences at scale. Our children won’t understand the concept of being put on hold. AI agents will deliver fast, friendly support in native languages and dialects, without the variability of human emotion. On the network side, AI will maximize ROI by optimizing resource usage, ensuring networks operate as efficiently as possible. CSPs that fail to adapt risk falling into irrelevance.
As a leader in this space, what excites you most about the agentic era and its potential impact on society?
What excites me most is the potential to create meaningful, empathetic interactions between brands and consumers. Agents are becoming the new “apps”, and everyone could eventually have their own personal one. Why search or fill out forms when your own personal agent can handle it all itself? In time, these agents may even communicate with each other, automating tasks seamlessly in the background. With this, the future holds more conversational, humanized digital interactions that simplify and enhance daily life.
Thank you for the great interview, readers who wish to learn more should visit Amdocs.