Amdocs, a notable player in software and services for communications and media companies, recently announced the rollout of its agentic AI-powered solution, Store Genie, at PLDT Home, the broadband and wireline arm of PLDT Inc., a leading telecommunications and digital service provider in the Philippines. This innovation aims to transform customer engagement and streamline service operations across PLDT Home’s extensive network of sales and service centers.
The implementation builds on a similar initiative at Smart Communications, PLDT’s wireless subsidiary, which has already begun enhancing retail operations through agentic AI-powered automation. With the recent deployment, Store Genie now supports over 750 frontline agents across 149 locations, significantly boosting efficiency in customer service processes.
At its core, Store Genie operates within Amdocs’ agentic operating system, known as aOS, and leverages Amazon Web Services (AWS) through Amazon Bedrock AgentCore for multi-agent orchestration. This configuration allows the solution to manage various AI agents specialized in areas like billing, provisioning, and network management. These agents collaborate in real-time to troubleshoot and resolve customer queries without requiring manual intervention, a significant game changer for frontline staff.
The deployment at PLDT Home introduces broadband-specific functionalities that enhance operational capabilities. Tasks previously consuming hours can now be completed in mere minutes. For instance, order inquiries that took up to ten hours have been reduced to approximately two minutes. Furthermore, activation of over-the-top (OTT) subscriptions has seen a similar reduction, from 12 hours to just two minutes, while service request cancellations are now streamlined from five hours down to two minutes.
By harnessing a multi-model AI architecture, Store Genie not only reduces operational costs—achieving a remarkable 95% decrease in token expenses—but also continually improves resolution accuracy through self-learning capabilities. Since its inception at Smart Communications in March, Store Genie has successfully avoided over 61,000 hours of customer wait time and resolved more than 44,000 inquiries with an impressive increase in frontline productivity of 25%. Moreover, escalation tickets have been cut by half, showcasing substantial gains in efficiency across the board.
"At PLDT Home, we are focused on delivering simpler, faster, and more seamless experiences for our customers while empowering our frontline teams with the tools they need," stated John Palanca, Senior Vice President and Head of Home Consumer Business at PLDT. "By leveraging Store Genie, we are embedding agentic AI directly into our customer-facing operations, enabling real-time resolution of customer requests, improving operational efficiency, and creating a more connected experience for customers across our nationwide service network."
The potential for small businesses to adopt similar solutions could be a significant step toward operational excellence. By integrating advanced AI capabilities, smaller enterprises can streamline customer service processes, enhance engagement, and ultimately improve customer satisfaction. Such technologies could empower small businesses to tackle complex customer inquiries quickly and effectively, thereby reducing operational bottlenecks.
However, considerations around implementation remain. Deploying such advanced technologies requires thoughtful planning, particularly around integrating existing systems with new solutions. Small business owners should also assess their capabilities to manage AI tools effectively, as these transformations demand resources and a shift in operational dynamics.
"The next generation of AI is about orchestrating specialized agents that can reason, act, and collaborate across enterprise workflows," commented Ishwar Parulkar, Chief Technologist for Telco at AWS. "Store Genie demonstrates how organizations can leverage Amazon Bedrock AgentCore to deploy and scale agentic AI in production environments, delivering measurable business outcomes while reducing operational complexity."
Moreover, Anthony Goonetilleke, Group President of Technology and Head of Strategy at Amdocs, emphasized, "The growing adoption of agentic transformation is improving outcomes across key telecom domains; from care to commerce, IT operations to network management. The expansion of Store Genie to PLDT Home, delivered in under eight weeks, demonstrates how communications service providers can rapidly scale AI."
For small business owners exploring the deployment of AI within their operations, Store Genie presents an interesting case study. This successful launch at PLDT Home could serve as a blueprint for how small and mid-sized enterprises can innovate without extensive downtime or disruption, ultimately paving the way for a more agile and responsive business model.
For further details, you can refer to the original press release here.
