Scaling with Generative AI

The broadband space is no stranger to big promises. From fiber rollouts to network automation, we’ve seen our fair share of “next big things.” But generative AI? It’s already moving beyond the hype. And it’s starting to show real traction where it counts in daily operations, customer experience, and new paths to growth.

A recent report from NVIDIA paints a clear picture: telecom players aren’t just kicking the tires on generative AI—they’re deploying it, measuring outcomes, and scaling fast. And for Internet Service Providers (ISPs), this shift opens the door to smarter workflows, stronger customer touchpoints, and yes meaningful revenue lift.

Let’s break it down.

Generative AI in Telecom: It's Happening Now

Nearly half of telecom pros say they’re already using or actively exploring generative AI. Even more—54%—have a live deployment in place. And this isn’t just back-office tinkering. These tools are showing up across legal, support, operations, and sales and right where ISPs feel the pinch of inefficiency most.

What’s different about this wave? Speed. Unlike earlier AI trends focused on data crunching or network optimization, generative AI is quick to spin up and easier to plug into existing systems. Which means the path from pilot to payoff is getting shorter.

Four Places Generative AI is Moving the Needle

Let’s talk impact. Here’s where generative AI is already delivering wins:

1. Productivity Boosters That Actually Save Time

65% of telecom leaders point to employee efficiency as the top benefit. Whether it’s summarizing internal docs, assisting with code, or helping staff quickly find answers in a sea of knowledge bases—these tools free teams to do what people do best: solve problems and serve customers.

2. Customer Support That Feels More Human, Not Less

Over half of telecom companies are leaning on AI in customer service. And not just for basic chatbots. We're talking natural-language email drafts, multilingual response generation, and AI-assisted agents who solve problems faster. That’s a win for both satisfaction scores and call resolution time.

3. Network Ops with Foresight, Not Just Hindsight

45% are applying gen AI to network operations—think proactive fault detection, predictive maintenance, and capacity planning. For ISPs juggling high demand and tight resources, this means fewer outages and smoother scaling.

4. Sales and Legal: The Quiet Efficiency Engine

From contract analysis to deal flow tracking, 34% of telecom companies are already automating the back-end grind. For ISPs managing vendor agreements, compliance docs, and customer SLAs, this cuts busywork and reduces risk.

The ROI? It's Not Theoretical Anymore

Let’s be real—none of this matters if it doesn’t pencil out. The good news? It does.

According to the report, 83% of telecom companies already see net positive revenue impact from AI. And generative AI is pulling its weight in three key areas:

• Time savings from smarter internal tools

• Lower support costs through automation

• Scalability without needing to hire at every growth milestone

Plus, over half of providers are planning to offer AI-powered services directly to customers. That’s a whole new revenue stream—and a clear point of differentiation in a crowded market.

What's Standing in the Way?

Of course, challenges still exist. The top ones?

• Lack of AI talent (32%)

• Unclear ROI tracking (34%)

• Budget constraints (21%)

But these aren't deal-breakers, they’re design constraints. The key is to start focused. ISPs can see early wins by rolling out narrow-use pilots—like a support copilot, an automated billing assistant, or an internal documentation summarizer. Once value is proven, it’s easier to expand and justify further investment.

Where ISPs Go From Here

This isn’t about jumping on the next trend. It’s about building smarter, leaner, more responsive operations.

If you’re an ISP feeling the pressure to scale without compromising service, generative AI offers a practical way forward. No need to rip and replace. No need for huge internal shifts. Just start where the friction is highest, and the reward is clearest.

Because this isn’t about tech for tech’s sake. It’s about building an operation that runs more smoothly, serves customers better, and positions you to compete tomorrow and today.