Ofcom, a UK watchdog, recently claimed there is growing AI use among UK telecoms customers, with 8% of online adults now deploying the technology to manage their phone, broadband or pay-TV services.
In a study spanning the period between 6 March and 30 June 2026, the regulator found 53% of UK adult internet users had interacted with a generative AI (genAI) tool or AI customer service chatbot in the past 12 months, highlighting the pervasion of the technology. Of those deploying AI for telecoms, 6% used it to resolve an issue, 3% to compare prices, products or services and 2% to make a complaint.
Yet, the regulator found customers had mixed views on AI replacing human support. While some valued the speed and convenience, others preferred access to a human staff member, particularly for complex or sensitive issues. “AI is only a robot. It’s not got empathy or compassion. I’d prefer to speak to a human”, one research participant said. Another described AI as “my idea of heaven” as “I don’t like talking to people”.
As a result, the regulator noted telecoms providers are generally taking a “cautious approach”, applying guardrails and limiting the functions performed by AI applications.
Nevertheless, Ofcom highlighted AI could play a bigger role in the telecoms sector as agentic systems become increasingly capable. It explained AI tools could potentially compare broadband deals, prepare transactions for approval and eventually even monitor accounts and switch customers to better offers.
However, the research identified key concerns around customer privacy, personal data, verification and authorisation, alongside a common perception among some consumers that negotiating with a human would secure a better deal.
To that end, Ofcom stressed customers should be clearly informed when interacting with the technology and warned AI applications must not become “gatekeepers” preventing access to support channels.
“AI has the potential to make the consumer journey in the telecoms market easier, quicker and more personalised”, said Ofcom policy director Cristina Luna-Esteban, adding telcos must ensure “AI works in consumer’s best interests” and “human support remains available when they need it”.
Source: Mobile World Live
Image Credit: Ofcom
Source: Tahawul Tech