Designit: How Telcos Can Unlock Long-Term Value Through AI

As AI transitions from a futuristic concept to an operational necessity, telco operators across the globe are facing immense pressure to modernise.

From automating customer service to optimising network traffic, implementation programmes are accelerating at an unprecedented pace.

However, as providers scramble to integrate advanced technologies into their day-to-day operations, industry experts warn that the rush to deploy may actually be doing more harm than good.

The pitfalls of hasty deployment

According to a recent global survey from Designit, Wipro’s experience innovation company, the telco industry may be fundamentally focusing on the wrong problem.

The research, which gathered insights from global design and telecom professionals, revealed that 43% of respondents believe rolling out AI too quickly is the biggest mistake telecom companies make. Viewing AI purely as a cost-cutting tool ranked as the second-largest misstep at 32%, followed closely by poor data readiness at 14%.

While the data indicates that hasty deployment is perceived as the primary risk, the findings expose a much deeper, overlooked issue within the sector. Although there is a growing recognition that AI demands fundamental shifts in business operations, a mere 11% of those surveyed view organisational redesign as a priority.

Looking beyond speed and scale

AI progress across the telco sector is still largely measured by superficial metrics: speed and scale. Success is judged by how quickly a tool goes live or how many processes it touches.

However, when an organisation is not structurally designed to absorb these new technologies, initial pilots inevitably stall. Consequently, the gap between what AI promised and what it actually delivers becomes impossible to ignore.

Jakob Voldum, Insights and Strategy Design Director at Designit, highlights the unique hurdles faced by the sector: “Telecoms is one of the most complex environments in which to embed AI.

"Managing legacy infrastructure, regulatory pressure and the need to serve millions of customers every day means the margin for a poorly prepared AI deployment is slim."

Redesigning for long-term value

Jakob notes that many operators introduce AI without a clear vision of what success looks like, meaning that speed only accelerates misalignment.

"Technology is rarely a problem in isolation," he explains. "The challenge is in ensuring the organisation is ready to meet it – redesigning workflows, clarifying accountabilities and ensuring governance and team structures are in place before the pressure to scale arrives.

"Those who will succeed will be those who treat AI as an opportunity to redesign how they operate, not just where they automate. That is where long-term value will be created."

To achieve this long-term value, operators must bridge the gap between commercial ambition and operational reality.

Designit’s recent collaboration with Dutch telecommunications provider Odido serves as a prime example of this approach in practice. Utilising an embedded studio model, Designit worked directly alongside Odido’s business and IT teams to transform AI from an isolated tool into a scalable, cross-functional capability.

For telco operators looking to survive the AI revolution, the evidence suggests that success requires looking beyond the technology itself and fundamentally rethinking how the business operates.