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Powering Personalization in Telecom with an AI-Driven Transformation 

BCG X helped accelerate a telco’s AI-powered marketing transformation to deliver the right offer at the right time, across all channels.

A leading telecommunications company set out to increase revenues by adding an ambitious data and AI program to its already advanced internal tech infrastructure. But with a highly fragmented, product-centric technology and marketing ecosystem, it was difficult for the company to deliver personalized offers to its customers.

To achieve a truly personalized marketing experience across all channels, and to maximize value, the company needed to pivot to a more client-centric approach. First, it created a richer customer knowledge base by leveraging real-time behavioral and transactional data to know when someone is interested in a specific product or service. Then, it built the right technical ecosystem to deliver those personalized offers across all channels in real time—all while optimizing results with a test-and-learn strategy.

In partnership with BCG X and BCG’s experts in the telecommunications industry, AI, personalization, and digital marketing, the company delivered value efficiently and quickly while also allowing internal teams to gain the methodology, tools, and skills needed to support their data and AI transformation. This helped the telco advance its mission of innovation by strengthening the ability to identify breakthrough technologies—which, in turn, strengthened the company’s competitive edge.

Our Role

BCG’s experts in the telecommunications industry, AI, personalization, and digital marketing codeveloped learning algorithms, data-quality solutions, and end-to-end tools, which were all fully integrated into the company’s existing technology ecosystem. This led to a 4% growth in sales from existing clients through upselling and cross-selling marketing actions via text and emails and a 4% increase in in-store sales. The projected result? Expected topline growth of €150 million in 2024. The scope of the AI-powered personalization engine is currently being extended to account for churn and client acquisition, with massive additional revenue impact anticipated ahead.

Artificial Intelligence

Nicolas de Bellefonds and Tristan Hoag, X. AI & Software

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increase in sales via SMS and emails and a 4% increase in in-store sales


increase in homepage conversion rate


million topline cumulative projected growth by 2024

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