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In the last 12 months, the telecommunications industry has had to adjust their strategies due to the rise of generative artificial intelligence (AI) and macroeconomic instability. As networks become more expensive to build and run, telcos are focusing on maximizing efficiencies and reducing operational expenditure (opex). Generative AI spending is expected to surge, with customer-facing chatbots being the most widely adopted use case. In 2024, telcos will mature and scale their generative AI-powered tools and experiences, with a focus on infusing the customer experience with generative AI.