Gil Rosen is Chief Marketing Officer at Amdocs, accountable for managing its global brand, product marketing and customer marketing. On this role, he leads development of Amdocs’ vision, delivery of strategic research insights to customers, in addition to the corporate’s overall go-to-market activities. Gil heads a team of world marketing professionals and is a member of the corporate’s executive management team. Prior to assuming the CMO role, Gil was Division President of amdocs:next, accountable for cultivating and incubating future growth engines and disruptive technologies, including IoT and the AI-powered home broadband experience.
Are you able to share how your extensive background in marketing, innovation, and technology has shaped your vision for Amdocs and its role within the telecom industry?
Having worked on either side 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 world perspective, allowing me to align our products with the vision we uncover through our extensive research. My focus is on enabling our customers to construct higher experiences for his or her customers while pushing the boundaries of what’s possible with technologies like generative AI.
Amdocs has positioned itself as a pacesetter within the telecommunications and media sectors. What differentiates Amdocs from its competitors within 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 transcend software and services; we work as true partners, offering solutions which can be agnostic to LLMs or cloud providers.
Are you able to 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 example, a North American provider using amAIz saw a 63% reduction in handling time, 50% higher first-time resolution, and a 49% boost in Transactional Net Promoter Rating. These improvements are profound for the industry and highlight how recent technologies in the best hands can significantly enhance each efficiency and more personalized customer experiences.
The report, Rethinking Brand and Customer Experience within the Agentic Era, highlights a big gap between consumer expectations and CSP perceptions of AI agents. How should CSPs address this disconnect to higher align with consumer needs and strengthen their brand identity?
The gap stems from two key issues: CSPs often concentrate on behind-the-scenes operational goals that customers don’t notice, they usually underestimate how ready consumers are to embrace GenAI. For instance, 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 aren’t any longer just tools—they’re brand representatives and sometimes preferred by consumers, shaping relationships by communicating within 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 construct 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 satisfy 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 could also be less essential 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 make sure they continue to be authentic and aligned with customer expectations.
With 61% of consumers willing to change to CSPs offering superior AI agents, what immediate steps should providers take to boost their AI offerings?
CSPs must act decisively by launching GenAI pilots to handle engagement gaps, gathering customer feedback, and refining capabilities. Nevertheless, 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 have gotten extensions of brand name identity, what strategies should brands implement to make sure 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 conscious of evolving customer needs.
How do you foresee the evolution of AI agent personalities and their customization influencing brand loyalty in the long run?
AI agents will turn out to be greater than tools—they’ll orchestrate and act, making them pivotal brand ambassadors. In the long run, it’s possible these agents could achieve a level of recognition comparable to celebrity endorsements, very like Ryan Reynolds with Mint Mobile. With well-maintained content and interesting social interactions, AI agents could turn out to be icons that embody brand identity, driving deeper loyalty.
What are your predictions for the telecommunications industry in the following five years as generative AI and platforms like amAIz turn out to be more prevalent?
Generative AI will redefine customer engagement, enabling CSPs to deliver improved experiences at scale. Our kids won’t understand the concept of being placed 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 pacesetter on this space, what excites you most concerning 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 have gotten the brand new “apps”, and everybody could eventually have their very own personal one. Why search or fill out forms when your individual personal agent can handle all of it itself? In time, these agents may even communicate with one another, automating tasks seamlessly within the background. With this, the long run holds more conversational, humanized digital interactions that simplify and enhance each day life.
