Airtel, Jio turn to AI to improve customer service

Bharti Airtel has tied up with Google; Jio has introduced voice command on its MyJio app


MUMBAI: Every industry and player is adapting to Artificial Intelligence (AI) in today’s time and the Indian telecom industry isn’t far behind. In order to offer better customer service and experience, telcos like Bharti Airtel and Reliance Jio are turning to AI.

Bharti Airtel has teamed up with technology company Google to remove the complexities from its customer service experience. It has integrated AI-powered Google Assistant which responds to voice commands. This modification is said to cut down costs. Airtel was already using AI and Machine Learning to enhance customer experience through its MyAirtel application and airtel.in

Reliance Jio introduced the voice command feature on its MyJio application. In a recent report by Bank of America Merrill Lynch, it said that voice AI is a focus area for the Mukesh Ambani-led telco, and the AI-based voice command feature is working well for the telco.

According to an Economic Times report, Jio is also taking steps to develop AI-based products and solutions in-house. Jio's director and Mukesh Ambani's son, Akash Ambani, is building a team of professionals on AI and its multiple use cases for the telecom firm.

Speaking to ET, Greyhound Research founder, CEO and chief analyst Sanchit Vir Gogia said, “Efforts to automate customer service is already visible through apps. Airtel has already made sizeable efforts on this front and is seeing a good response on its MyAirtel app. It makes a lot of sense to adopt AI technology to automate given the cost of human interaction has increased 20-30 per cent.”

He added that Indian telcos need to make their subscribers use these features. “Airtel's app for self-service is well received. Jio's user base is different and they may not use such a feature as aggressively,” he said.

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