How is AI transforming process automation at Telefónica to foster a more innovative and competitive company?
Transform & Grow is not just a strategic plan. It is a way of making better decisions about where to focus our efforts to achieve better growth.
At Telefónica, transformation is no longer measured solely by speed, but by the ability to prioritise, simplify and automate intelligently.
And that is where AI begins to make a difference.
Today, AI is helping to turn complex processes into more agile workflows, to translate technical information into messages that customers can understand, and to transform operations into a more efficient, faster and competitive organisation.
At Telefónica, we are working to centralise the transformation and launch pilot schemes to scale up automation with real impact. This approach is not only pragmatic; it is what enables us to move from intention to impact.
AI is transforming process automation at Telefónica by eliminating repetitive tasks, unifying data and accelerating decision-making to make the company more innovative and competitive. Telefónica highlights the use of big data, advanced analytics and artificial intelligence to generate insights, simplify purchasing and sales, and optimise internal operations.
What role does AI play in process automation to improve the customer experience and offer more personalised services?
The real opportunity does not lie in automating for the sake of automating. It lies in using automation to improve the customer experience.
AI translates internal data into customer-friendly language and enables more proactive communication: generating automatic and regular communications that explain to the customer what is happening with their services. Our aim is to improve the customer experience because it is the best and most enduring competitive advantage we can build.
In Germany, faults have been reduced by 30% through the use of AI on the network; in Brazil, we are working to handle 70% of calls via virtual agents; in the UK, we are developing a hyper-personalisation capability for our offerings that will allow us to tailor the service we provide to our customers; and in Spain, in the B2B sector, we are able to create offers for businesses with greater precision and in less time.
AI enables us to automate enquiries, analyse calls, generate responses and offer personalised recommendations more quickly and accurately. Telefónica is implementing enhanced customer service through chatbots, virtual assistants and email automation as clear examples of how to improve satisfaction, 24/7 availability and scalability.
How does process automation with AI contribute to Europe’s technological sovereignty and Telefónica’s digital leadership?
AI-driven automation also aligns with Europe’s technological sovereignty because Telefónica links the deployment of connectivity, 5G, cloud and AI with strategic autonomy and digital leadership.
The company’s own public stance emphasises that very high-capacity networks, such as submarine cables, form the basis for driving innovative technologies and services in Europe. Careful automation strengthens autonomy, control and industrial capacity in Europe.
The message is clear: build internal capabilities so as not to rely solely on external decisions in critical processes.
How does AI enable the optimisation of operational efficiency and the simplification of business units within Telefónica?
At Telefónica, we describe AI and process automation as levers to simplify operations, reduce non-value-added tasks and improve end-to-end business control.
AI helps to simplify structures, reduce friction and accelerate decision-making.
When this is also aligned with a clear company vision, transformation ceases to be an isolated initiative and becomes part of the culture. Training is proving fundamental across all business areas and at all levels to transform the organisation. Now, the question is with what ambition we are going to lead this.
What impact does AI-driven process automation have on the recruitment and development of highly qualified talent in the technology sector?
AI-driven automation increases the demand for more specialised talent, as the company needs professionals capable of designing, overseeing and scaling intelligent solutions in complex environments. At Telefónica, AI is already part of our daily operations, and training is essential to adapt to this new reality and to new professional roles.
AI is transforming business processes, so managers are promoting employee training and, in parallel, a team of experts is seeking to improve business models and operational efficiency. Working at these two speeds allows us to accelerate the adoption of AI within the company.
How is Telefónica using AI to anticipate market needs and offer the best network and access to innovative technologies?
Telefónica states that AI helps anticipate market needs through advanced data analysis, service personalisation and the continuous improvement of the network and internal processes. In its communication on AI, it also maintains that it combines it with IoT and blockchain to increase efficiency and competitiveness, reinforcing a vision of a technology platform ready to innovate.
AI enables better prioritisation, pattern detection and faster market response: turning operational signals into quicker decisions to improve service and the network.
