MTN looks to AI to cut costs and strengthen user experiences

MTN South Africa is making artificial intelligence a priority across operations to boost efficiency, revenue, and customer experiences. Implementing AI solutions for functions like customer service and network management aims to cut costs and strengthen user satisfaction.

By transforming into an API- and AI-driven organization, MTN looks to incubate an internal culture of AI adoption aligned with surging enterprise deployment forecasts. CEO Charles Molapisi states that fully harnessing MTN’s data unlocks automation-driven margins and new income streams.

According to Bloomberg Intelligence, the rising demand for generative AI and AI offerings could see the market grow from $40 billion to $1.3 trillion over the next 10 years.

Technologies already integrated include machine learning, chatbots, and API access – allowing developers to embed AI capabilities into apps. MTN also upgraded African call centers last year with cloud-based AI for improved interactions.

Additionally, MTN intends to provide AI-as-a-service to meet business client needs. The initial phase saw launch of SiYa, an internal AI assistant that helps employees on queries and policies. Insights gained will shape future customer-facing AI like advising on device purchases.

Molapisi notes that while MTN’s AI push builds on existing digitization efforts, it fundamentally elevates their focus on data-powered experiences and intelligent operations. By leaning into AI, MTN keeps pace with global digital shifts in how organizations extract value and make decisions.