AI in Telco Sales: From Experimentation to Real ROI

Former Verizon CSO Daniel Gurrola believes AI is on the verge of transformation, but only if we focus on the right problems.

“AI is still a space of experimentation, but significant investment is being made to solve real-world problems. The key is deciding between bounded and unbounded problems... Digital sales being a prime example.”

— Daniel Gurrola, Ex Chief Strategy Officer, Verizon Consumer

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Bounded vs. Unbounded: The AI Dilemma

Daniel Gurrola offers a simple but powerful framework: AI problems fall into two sectors:

‍Bounded problems: these problems are highly defined and relatively predictable. For example, automated reporting, customer service, or churn prediction. The inputs and outputs are objective. These are the “quick wins” that AI has already proved it can handle.

‍Unbounded problems are more complex, with fluid inputs and subjective human variables. These are the problems that still feel a bit unsolved. They tend to reside in areas such as decision-making, human interaction, and nuanced selling.

Digital sales falls within the unbounded problems sector. It’s unpredictable, emotional and involves a deep understanding of customer intent, timing, and behaviour. And yet, for telcos, it represents one of the biggest untapped opportunities in the entire digital journey.

Digital Sales: An Unbounded Problem Worth Solving

Helping a customer find the right plan, device, or bundle isn’t a linear process. It’s convoluted. Customers don’t always know what they want , and they can become confused when navigating complex product ecosystems, technical specifications, and confusing pricing. This complexity erodes buyer confidence and leads to abandoned sales journeys.

That’s why digital sales sits in the “unbounded” category. It’s complex, and high-stakes. But it’s also where AI has the potential to create serious commercial impact.

AI-powered virtual sales agents are emerging as one of the most exciting developments in this space. It integrates real-life personalisation, intelligent guidance, and decision support into digital buying journeys.

And the results are speaking for themselves.

Real ROI Is Emerging

At Humara, we’ve seen telcos shift, where AI-led digital sales journeys are delivering:

• Significant uplifts in conversion and attachment rates
  
• Increased confidence and satisfaction among customers
  
• Higher average order values and plan upgrades
  
• Greater ROI on digital channels 
• Higher CLV and customer retention
  
  

This is the kind of impact that gets the CFO’s attention.

Proximity to the Customer Is Everything

In a market defined by volatility, staying close to the customer is crucial. Telcos can’t afford to push static journeys or offer uniform product flows. Consumers expect more. They demand guidance, relevance, and increasingly, they want it instantly. Humara is bridging this gap by transforming digital buyer journeys into intuitive, engaging conversations built on human expertise and sales psychology.

Final Thought: Telcos Must Get Focused

It’s tempting to spread AI investment across every corner of the organisation. But the real opportunity lies in prioritising areas that both serve the customer and prove commercial value.

Digital sales achieves both.

As experimentation gives way to expectation, telcos need to take action, focusing AI efforts where the upside is real, the need is urgent, and the results are measurable. Humara has a proven track record, leveraging over 15 years of Telco sales data and proven sales psychology techniques to inspire buyer confidence and deliver unmatched online sales performance

Speak to us today to see how Humara is already delivering results in AI-led digital sales.

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