A few days ago, I got a text from my internet service provider, Bell. It wasn’t about billing or data usage—it was something unexpected. As one of Canada’s Tier 1 providers, they offered me a free one-year subscription to Perplexity Pro, an AI-powered research tool valued at $249.
That stopped me in my tracks. Not because I’m in desperate need of another subscription (though I’ll happily take free AI tools), but because of what it signaled: ISPs aren’t just selling internet anymore.
ISPs are beginning to shift. They’re evolving from basic connectivity providers into digital lifestyle enablers. The old revenue models built around broadband subscriptions, voice services, and hardware rentals are no longer enough. In an era where bandwidth is commoditized and competition is fierce, creativity is now a growth strategy.
And the best place to see that creativity in action? Look at what the Tier 1s are already doing.
Bell’s Perplexity Pro bundle isn’t just a promo, it’s a move to stay relevant in a world where “fast internet” no longer feels like differentiation. By tying themselves to AI, Bell positioned their brand as innovative, modern, and tuned into what customers care about right now.
Regional and mid-sized ISPs don’t need Perplexity in their back pocket, but the lesson is clear: partnerships can transform perception. Whether it’s AI tools, SaaS apps, or digital lifestyle services, offering something unexpected creates a stronger story than “we’re fast and affordable.”
Most customers choose ISPs based on two things: speed and price. But those levers are maxed out as everyone is selling gigabit fiber or unlimited data, and everyone is racing to the bottom on cost. So if “faster” and “cheaper” aren’t winning plays anymore…what is?
Think beyond “speed + price.” What if your plans came with extras that people actually use?
What if, instead, your packages felt like curated digital toolkits?
A family plan that comes with parental control software and premium security tools.
A remote worker bundle with cloud storage and an AI writing assistant baked in.
An entertainment package that throws in streaming credits or gaming boosters.
Suddenly, your customers aren’t comparing you to the ISP across town based on speed, they’re comparing you based on the lifestyle upgrade that comes with their plan.
And once you’re thinking in terms of lifestyle, the next question is: how do you make those services smarter and more profitable? That’s where AI steps in.
For customers, downtime is frustrating. For ISPs, support calls are expensive. AI bridges that gap.
Think managed Wi-Fi that automatically optimizes performance, reroutes traffic, or alerts support before the customer even notices a slowdown. That’s not “magic”, that’s AI making the internet feel effortless.
Or imagine a chatbot that doesn’t just answer questions, but proactively suggests, “We noticed you’re streaming 4K across multiple devices, would you like to explore our premium plan?” That’s support that pays for itself.
Done right, AI doesn’t replace human service. It makes it sharper, faster, and more profitable.
That’s a revenue opportunity hiding in plain sight. And if AI can make support more profitable, partnerships can take that same thinking even further.
Think about the other services people are already paying for monthly: cloud storage, streaming apps, smart home devices, family budgeting tools. Now imagine they all came bundled through the ISP they already trust to run their home network.
Regional ISPs can win here by playing aggregator. You don’t need to build the next Netflix or Nest, you just need to partner with them. Bundle a smart home starter kit with Wi-Fi. Offer discounted SaaS tools through your billing system. Position yourself as the hub that simplifies your customer’s digital life.
Every home is building its own digital stack. The ISP that simplifies and packages it earns loyalty and recurring revenue.
Here’s the good news: you don’t need a billion-dollar lab to begin.
Pick one or two services to test as part of your premium packages.
Use your customer data (platforms like Sonar make this easy) to target the right households.
Track results, does ARPU go up? Does churn go down? Do support calls decrease?
The beauty of this model is scalability. Start small, prove ROI, then layer in more partnerships and bundles over time. Before long, you’ve repositioned yourself, not just as an ISP, but as a digital experience provider.
The takeaway from Bell’s move is clear: the ISP of tomorrow won’t just deliver fast internet. They’ll deliver curated digital experiences.
Bundles that make life easier. AI-driven tools that make service feel seamless. Partnerships that add value far beyond connectivity.
For ISPs, this isn’t a “nice-to-have.” It’s the path to differentiation, revenue growth, and long-term loyalty in a world where bandwidth alone is no longer enough.
The future ISP won’t be judged by how many Mbps they deliver, but by how much value they create around the connection itself. The ones who embrace that shift now will own the market tomorrow.