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NEW DELHI: Telecom companies in India are bullish about the potential of generative artificial intelligence (GenAI), but are unsure of the return on investment (RoI) prospects, according to the findings of a survey conducted by PwC India.
“A majority of TMT (telecom, media and technology) CEOs in India have identified GenAI as one of their top five strategic priorities, with nearly 42% ranking it among their top three,” said PwC India in the report released Wednesday. In the technology sector, 68% of respondents view GenAI as a long-term disruptive force, followed by media and entertainment at 51%, and telecom at 40%.
It found that 65% of TMT respondents have already implemented at least one GenAI application and almost half of these companies have outlined a comprehensive strategic roadmap for GenAI implementation.
Among the companies which have rolled out their initial GenAI solution in the technology, media and entertainment sector, the focus is primarily on product/service enhancement, at 97% and 80% respectively, while the telecom sector emphasises cost optimisation (100%), as per the report.
However, nearly 30% of the telecom sector respondents are uncertain about when they will achieve their desired return-on-investment (RoI). By comparison, 32% of technology sector respondents anticipate to realise the desired RoI within the next year.
“GenAI is rapidly revolutionising the TMT sector, with each industry finding unique applications for the technology,” said Manpreet Singh Ahuja, TMT Sector Leader and Chief Digital Officer at PwC India. “These use cases are transforming business models, enhancing customer experiences and unlocking new efficiencies across the sector.”
As GenAI becomes more autonomous, prominent concerns are emerging about control, safety, and accountability. The consulting firm stated that companies may face significant challenges related to addressing ethical issues such as bias and discrimination, preventing misuse and overuse, protecting data privacy and copyright, and ensuring transparency and explainability in complex algorithms.
“The adoption of GenAI can lead to a major transformation in the telecommunications sector. By incorporating GenAI, companies will be able to improve operations and customer satisfaction,” said Ahuja, adding that the technology is also crucial for reshaping operational structures and achieving greater efficiencies, establishing new benchmarks in customer engagement, and achieving operational flexibility within the sector.
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