Why Designit is Urging Telcos to Rethink AI Deployment

As telco operators increase their AI deployment across business operations, the pressure is growing to modernise and improve efficiency.

However, research from Designit suggests many telcos risk limiting long-term value by focusing too heavily on speed rather than operational readiness.

The study from the Wipro-owned business gathers insights from global telco and design professionals and identifies growing concern around rushed AI deployment.

According to the findings, 43% of respondents believe deploying AI too quickly is the biggest mistake telco companies make.

The study also finds that 32% view AI being treated mainly as a cost-cutting tool as another major issue. Poor data readiness follows at 14%.

Telcos face operational pressure

Many telco providers rely on AI to automate customer interactions, manage network traffic and support internal operations.

At the same time, operators continue to manage legacy infrastructure and rising customer expectations.

While AI investment continues to increase across the sector, Designit's report suggests many organisations still judge success through deployment speed and scale rather than operational integration.

According to the research, only 11% of respondents see organisational redesign as a priority despite wider recognition that AI requires structural change across the business.

This creates problems when AI pilots move into larger deployments. Without changes to workflows, governance and accountability structures, projects often struggle to scale effectively across telco operations.

Jakob Voldum, Insights and Strategy Design Director at Designit, says telco companies face unique challenges when integrating AI into live operational environments.

“Telecoms is one of the most complex environments in which to embed AI," he adds. "Managing legacy infrastructure, regulatory pressure and the need to serve millions of customers every day means the margin for a poorly prepared AI deployment is slim."

The telco sector’s dependence on older systems complicates AI adoption. Operators also need to maintain service reliability across national infrastructure while introducing new technologies into existing environments.

Moving beyond AI as a tool

The report argues that many operators continue to approach AI as a standalone technology project rather than part of wider operational transformation.

According to Designit, this creates a disconnect between commercial ambition and the organisational structures required to support AI at scale.

Early deployments may show initial results, but long-term progress becomes difficult without wider business alignment.

Jakob says many telco operators deploy AI before defining how success should work across departments and operational teams.

"Technology is rarely a problem in isolation," he explains.

"The challenge is in ensuring the organisation is ready to meet it – redesigning workflows, clarifying accountabilities and ensuring governance and team structures are in place before the pressure to scale arrives.

"Those who will succeed will be those who treat AI as an opportunity to redesign how they operate, not just where they automate. That is where long-term value will be created."

Odido project highlights integrated approach

Designit points to its work with Dutch telco provider Odido as an example of how operators can integrate AI into broader operational planning.

Using an embedded studio model, Designit works directly with Odido’s business and IT teams to develop AI capabilities that support multiple functions across the organisation.

The survey's findings reflect a wider challenge as AI adoption expands across networks, enterprise services and customer operations.

While operators continue to pursue efficiency gains and automation, the report suggests long-term value depends on whether telco businesses redesign operations to support AI beyond the initial rollout stage.