New Delhi: A recent PwC India survey, titled “GenAI in Technology, Media, and Telecommunications (TMT): From Concept to Reality,” reveals that 58% of TMT organizations see GenAI as a long-term disruptor with transformative potential for the sector. The report examines GenAI’s applications and its anticipated impact on TMT companies in India, focusing on adoption levels, use cases, implementation strategies, operational effects, and potential challenges.
The survey shows that most TMT CEOs in India rank GenAI among their top five strategic priorities, with nearly 42% placing it in their top three. CEOs in the technology sector foresee greater disruption than those in telecom and media. Specifically, 68% of technology respondents view GenAI as a long-term disruptive force, compared to 51% in media and entertainment and 40% in telecom.
Manpreet Singh Ahuja, TMT Sector Leader and Chief Digital Officer at PwC India, commented, “GenAI is rapidly revolutionising the TMT sector, with each industry finding unique applications for the technology. In the technology sector, GenAI is driving product development and system integration, with 80% of companies already leveraging AI solutions. Media and entertainment firms are focusing on content generation and are using GenAI to create audio, video and text, with significant implementations expected within a year, while telecom companies are utilising GenAI for real-time operational support, including automated fault detection and AI-powered digital assistance. These use cases are transforming business models, enhancing customer experiences and unlocking new efficiencies across the sector.”
Key Findings of the Survey:
Strategic Importance of GenAI: 65% of TMT respondents have implemented at least one GenAI application, with nearly half having a strategic roadmap for further implementation. The technology segment leads adoption, with around 80% deploying their first GenAI solution.
Adoption by Sector: In the technology and media sectors, the primary focus of initial GenAI solutions is product and service enhancement (97% and 80% respectively), while the telecom sector prioritizes cost optimization (100%).
Return on Investment (RoI): 40% of TMT executives, especially in technology (44%) and telecom (40%), are realizing benefits from their GenAI initiatives. Additionally, 32% in technology expect to achieve desired RoI within the next year, though 30% in telecom are uncertain about their RoI timeline.
Challenges in Adoption: As GenAI gains autonomy, concerns about control, safety, and accountability are rising. Companies face ethical issues such as bias and data privacy, with 67% acknowledging insufficient policy frameworks to address security. While 87% conduct board-level reviews, 62% have increased funding for employee initiatives to promote GenAI adoption.
“The adoption of GenAI can lead to a major transformation in the telecommunications sector. By incorporating GenAI, companies will be able to improve operations and customer satisfaction. This technology is also crucial for reshaping operational structures and achieving greater efficiencies, establishing new benchmarks in customer engagement, and achieving operational flexibility within the sector” added Manpreet.
The survey highlights the need for a strategic approach to integrate GenAI effectively. It recommends careful assessment of use cases, efficient resource allocation, and fostering industry collaborations to maximize GenAI’s potential.
Technology companies in the TMT sector show greater awareness and utilization of GenAI. Its influence is anticipated in various areas of the telecom industry, including marketing, customer service, data analysis, and product creation. Additionally, GenAI can assist media and entertainment, as well as technology firms, in delivering personalized content, streamlining content development, and exploring innovative concepts.
