Generative AI continues to create headlines. But, while the pace of change is both disruptive and exciting, it’s important to focus through the lens of practical deployment and impact.
At MWC25 we explored the optimisation of processes and tools to accelerate transformation in the network or cloud. Understanding new levels of natural interaction between people and computers to deliver personalised experiences. Analysing what’s at the heart of this transformation – data and data management. And considering the many ethical issues, from security to bias and talent development.
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In 2025 we are seeing AI – including the power of AI Agents - go from innovation to implementation across entire industries. Working with our Alliance Partners and clients, AI will unlock new pathways to bring people and technology together to create new services and revenue streams, unearth better insights and scale up faster. But it’s not just about tech, it’s about results. As telcos navigate the complexities of the digital era and adapt their businesses to not just survive but thrive, we at PwC are ready to support them. Come talk to our team on the ground at Mobile World Congress in Barcelona.
Joe Atkinson
Global Chief AI Officer for the PwC Network of Firms, PwC United States
AI in numbers
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56%
of CEO’s reported efficiency gains when listing the tangible impact of Gen AI on their organisation *2025 CEO Survey¹
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80%
of workers who use Gen AI daily expect it to make their time at work more efficient in the next 12 months. *2024 Hopes & Fears Survey²
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66%
of investors believe that Gen AI will increase productivity at the companies they invest in or cover by at least 5% in the next 12 months *2024 Global Investor Survey³
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In the age of AI, the pace of change is relentless, requiring businesses to be agile and proactive in harnessing its transformative potential.
Matt Labovich
Data, Analytics and AI
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GenAI empowers telecom companies to revolutionize sales and service models, offering hyperpersonalised experiences and predictive innovative solutions which can surprise and delight both customers and employees thereby driving loyalty and sustained growth.
Jeanette Calandra
Global Telecoms, Media and Technology Advisory Leader