Light It Up: Ella Talks AI, Sales Innovation & ISP Growth with Josh from Actifai at Fiber Connect 2025

There’s something electric about Fiber Connect. And this year in Nashville, the energy was undeniable—especially in my chat with Josh, Head of Marketing at Actifai.

We sat down to catch up on everything from how far AI has come in broadband to what ISPs should really be thinking about when it comes to integrating smart, future-ready tech into their operations.

AI: Beyond the Buzzword

As Josh put it, the broadband world is no stranger to hype—but when it comes to AI, the shift is real. Just a few years ago, introducing AI at a show like Fiber Connect sparked a mix of curiosity and skepticism. Now? ISPs are coming up to vendors asking how they can get started.

But with popularity comes noise. The challenge for operators today isn’t whether to explore AI, it’s how to cut through the buzzwords and get to the value. Not all "AI-powered" tools are created equal, and that toothbrush with "AI" on the box? Probably not the kind of digital transformation your business needs.

Watch the full interview 👇

The Smarter Approach: Start with the Problem

Josh shared a key insight: the most effective AI solutions don’t ask you to change how you operate. Instead, they slide into your existing tech stack and make it work smarter.

The trick? Start with the challenge. What processes feel clunky? Where are your CSRs bogged down? What part of your sales funnel isn’t converting? Then find a solution that speaks directly to those pain points.

Actifai, for example, doesn’t just throw AI at your sales team. They layer it into your website, your call center scripts, your door-to-door strategy—all while pulling live data from your billing system and CRM. That’s not just smart. That’s scalable.

The Power of Point Solutions That Play Well with Others

This part really hit home. Josh emphasized the importance of working with open systems. No single vendor can be best-in-class at everything. ISPs need a core platform that plays well with others, allowing them to bolt on best-fit tools as needs evolve.

That’s exactly why Sonar and Actifai work so well together. It’s not about overhauling what works. It’s about layering in innovation where it moves the needle.

Getting Started Without the Headaches

One of the biggest takeaways? AI adoption doesn’t have to mean bringing in a dev team or re-architecting your business.

Josh broke it down simply: You need a team lead. Some shared data. A few strategy calls. That’s it. No massive project, no hidden overhead. Just results.

Future-Proof Without Fear

AI isn’t here to replace your people. It’s here to support them, elevate their work, and help your ISP operate more efficiently. The goal isn’t to disrupt. It’s to empower.

As Josh said so well: AI doesn’t need to be a black box. It can be tangible, practical, and ready today. And when the right partners come together—ones who care about open APIs, real outcomes, and long-term collaboration—that’s when the industry levels up.

Here’s to lighting it up—together.