Telcos are embracing GenAI to transform go-to-market (GTM) strategies, especially in sales, marketing, and support. 70% plan major investments in both CRM and GenAI, though legacy systems and poor data quality hinder progress. Key challenges include business–IT misalignment and underestimated change management needs. To succeed, telcos must align stakeholders on ROI, debunk data myths, and prioritize adoption. Most use a mix of out-of-the-box and customized GenAI tools. Despite high ambition—48% aim to reshape job roles—true success depends on enterprise readiness, not just tech maturity.

Join for free to read