Airtel Deploys Six AI Agents and Unified App to Redefine Customer Experience

Airtel Builds Six AI Agents and 'Thanks App' to Enhance Customer Search Experience

Over the past 18 months, Bharti Airtel, India’s second-largest telecom services provider, has been actively integrating artificial intelligence (AI) into its operations. The company is developing six distinct AI agents housed under its subsidiary, Xtelify, aimed at improving functions such as buying, billing, payments, and customer care for its more than 380 million users.

The goal is to embed AI as a core part of Airtel’s backend operations. The company plans to make its Airtel Thanks app the primary interface for all customer-related queries and solutions, simplifying how users interact with the telco.

AI Agents Tailored for Operational Efficiency

About six months ago, Airtel placed AI at the center of its operations. Prior to this, the company reorganized its engineering and tech workforce of around 3,000 professionals and built a converged data engine. On this platform, it developed six AI agents focused on the following areas:

• Data
• Buy
• Build
• Pay
• Serve
• Channels

These agents are designed to work collectively under a single orchestrating AI agent, which will act as the umbrella system. This approach will make customer interactions more seamless, similar to how AI chatbots like ChatGPT function today.

Transforming the Airtel Thanks App into an AI-Powered Search Tool

The vision is to evolve the Airtel Thanks app into a search engine-like platform where customers can ask anything—from troubleshooting issues to buying services like international roaming plans. The AI agents communicate with each other to deliver precise solutions directly within the app.

Cost Efficiency and Expanded AI Services

Airtel’s move to insource its IT operations, including billing and support systems previously managed by IBM, has lowered its IT costs to just 1.5% of total revenue. This is significantly below the global telecom average of 5.5-6%, and far less than some European telcos that spend up to 12% due to siloed systems.

Through its digital arm Xtelify, Airtel is also offering its AI-powered platforms to global telecom players. Xtelify recently launched Airtel Cloud, which includes an AI-powered software platform designed to improve customer experience, reduce churn, and increase average revenue per user (ARPU) for other telecom companies.

Among its early clients are Singapore’s Singtel, Airtel Africa (operating in 14 African countries), and Globe Telecom in the Philippines, demonstrating the platform’s growing international footprint.

AI Adoption Across Telecom Sector

Industry experts note that telecom operators worldwide are increasingly embedding AI and generative AI in core functions beyond simple use cases. Applications include:

• Anti-spam services powered by agentic AI
• Contract management
• HR functions
• Financial invoicing
• Network operations automation
• Customer call center automation with smart agents

These AI-driven tools help telcos improve efficiency and customer service quality. For professionals in customer support and operations, understanding these AI implementations can provide valuable insights into the future of telecom service management.

For those interested in expanding their AI knowledge specifically in customer service and operations, exploring courses on AI automation and AI-powered customer experience platforms can be beneficial. You can find relevant resources at Complete AI Training.