UAE's e& enterprise moves GenAI into live telco operations with Amdocs and Nvidia
e& enterprise is shifting from pilots to production. The operator has selected Amdocs and Nvidia to run domain-specific AI agents across customer care, retail and network operations - one of the first large-scale, live deployments of generative AI in a telecom setting in the region.
At the core is Amdocs' amAIz platform, which acts as the orchestration and safety layer. Instead of generic LLMs, e& is deploying telco-trained agents focused on resolving customer issues, assisting store staff and analyzing operational data for faster decisions.
What's in production
amAIz coordinates multiple agents and enforces controls so they operate safely within existing OSS/BSS and care systems. Nvidia AI Enterprise supports creation and scaling of customized generative models, with NeMo and microservices providing the tooling for model lifecycle and reasoning-based agents.
Chris Penrose, vice-president of telco business development at Nvidia, framed AI agents as "defining the future of work by supercharging generative AI with reasoning and taking outcome-oriented actions". For operations leaders, that translates into agents that don't just chat - they retrieve context, decide, and act within clear constraints.
Why this matters for operations
- Reduce pressure on call centres with faster, first-contact resolution.
- Speed up in-store support with agent co-pilots for staff.
- Improve recommendations and next-best-actions using live operational data.
- Automate repetitive workflows in care and network operations while keeping humans on the loop for exceptions.
- Scale responsibly with audit trails, access controls and privacy checks built in.
Governance built in
Amdocs is supplying guardrails, auditability, access control and privacy protections so agents can work inside high-stakes systems without creating risk for millions of subscribers. This governance layer is what moves the project from "interesting pilot" to "safe to run at scale".
"This collaboration with Amdocs, which expands on our recent work on AI-enabled telco autonomous stores, underscores our commitment to innovation, consistently unlocking new efficiencies and enhancing customer experiences," said Marwan Bin Shakar, acting CTIO at e& UAE. "By being one of the first service providers to integrate GenAI, we are helping lead the industry's transformation toward an AI-driven future. We are deploying telco-specific agents with built-in guardrails to enhance customer care, retail and network operations, delivering faster resolution times, smarter recommendations and clear efficiency gains. This is a pragmatic step that scales innovation responsibly, securely, cost-effectively and with tangible outcomes for our customers."
Anthony Goonetilleke, group president of technology and head of strategy at Amdocs, added: "E& UAE is now one of the first to embrace generative AI to make measurable improvements to their business, providing their customers with enhanced experiences and improving operating efficiency at the same time... an important inflexion point in production-scale generative AI experience innovation, setting the stage for expansion to additional key telecom domains in the future."
Operator impact and near-term wins
- Customer care: deflection of common tickets; shorter AHT; more accurate handoffs when human support is needed.
- Retail: faster device troubleshooting and plan recommendations; better queue triage.
- Network ops: agent copilots that summarize incidents, correlate alarms and suggest remediation playbooks.
- New revenue: groundwork for AI-driven digital services and enterprise offerings.
Practical takeaways for Ops leaders
- Start with domain-specific agents tied to clear KPIs (AHT, FCR, NPS, MTTR, truck rolls).
- Define guardrails first: data access, action scopes, escalation rules and full audit trails.
- Integrate with your OSS/BSS, ticketing and knowledge bases so agents can act, not just answer.
- Keep humans in the loop for exceptions and high-risk actions; log every step for compliance.
- Measure and iterate weekly: quality, safety events, cost-to-serve, and customer outcomes.
- Plan for privacy-by-design and regulatory review before expanding agent permissions.
What to watch next
If e&'s production rollout scales as planned, it could offer a workable blueprint for other Gulf operators: domain-specific agents, tight governance, and a gradual expansion into more operational domains. Watch for published metrics on resolution time, call deflection and MTTR to validate ROI.
Learn more about the vendor stacks behind this deployment: Nvidia AI Enterprise and Amdocs amAIz.
If you're building internal capability for ops teams, you can browse practical training by role here: Complete AI Training - Courses by Job.
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