Edition #32: The Telco Retail Experience Gets a Makeover: How AI is Leading the Way

Telco retail often feels stuck in the past. Even though digital transformation has been a hot topic for over a decade, many stores are still plagued by long wait times, clunky systems, and uninspired shopping environments. For customers, it can feel like stepping into a time capsule.

But a few bold operators are pushing the bar higher—and showing the rest of the industry what’s possible when technology and customer experience collide.

In this edition of Telco Talk, we explore how Etisalat and Verizon are reimagining the telco store with bold, AI-first innovations that are truly transforming the customer experience.

Etisalat by e&: The World’s First Autonomous Telecom Store

In October 2023, Etisalat by e& launched what they call the world's first AI-powered autonomous telecom store, named EASE (Etisalat Autonomous Store Experience). Located in the UAE, EASE is a bold leap into the future of telecom retail, combining the best of artificial intelligence, computer vision, and smart design to deliver a completely frictionless shopping experience.

Shoppers can enter using facial recognition or the MyEtisalat app. From there, AI-powered cameras and smart shelves track their every move. Customers pick up products they want and simply walk out—no cashiers, no waiting. Transactions happen invisibly in the background, and receipts are delivered automatically. The EASE store allows customers to explore Etisalat’s offerings, purchase handsets and accessories, and trade in devices – all without speaking with a person.

But the innovation doesn’t stop at checkout. EASE integrates digital signage, robotic automation, and real-time inventory management to create a retail environment that is not just autonomous, but responsive. It’s a seamless, app-connected, highly personalized experience designed around modern expectations.

This isn’t just about being flashy. The EASE store was created in response to real consumer pain points: the desire for speed, convenience, and control. It also tackles operational challenges like staffing shortages and space efficiency.

“We are reinventing the in-store experience by blending the physical and digital worlds,” said Khaled El Khouly, Chief Consumer Officer at Etisalat by e&.

The EASE store sets a high bar for what’s possible in telco retail—and raises expectations for the entire industry.

Verizon: Generative AI That Changes the Game

Across the Atlantic, Verizon is taking a different route to transform the telco retail experience: generative AI.

In a 2024 pilot program rolled out in select flagship stores, Verizon introduced GenAI-powered concierge tools to assist both customers and staff. These tools use conversational AI to help shoppers find plans, compare devices, and navigate upgrades—all with natural language and real-time personalization.

For frontline employees, GenAI is an assistant that helps with product knowledge, promotions, and complex policy questions on the fly. It reduces training time, boosts confidence, and keeps customer conversations moving.

What’s unique about Verizon’s approach is the way it integrates GenAI into the live retail environment. Rather than replacing people, it augments their capabilities—empowering human staff to deliver fast, informed and personalized service.

This move aligns with broader retail trends that show customers increasingly value service that is both fast and knowledgeable.

According to McKinsey, 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when this doesn’t happen.

Verizon’s use of GenAI shows how telcos can transform their experience not just with gadgets, but with smart, scalable support systems.

What This Means for Telcos

Etisalat and Verizon’s innovations offer more than just cool tech—they provide a strategic blueprint for the future of telco retail. Here are three takeaways every telco should consider:

• Remove Friction Wherever Possible: Whether it’s an autonomous checkout or AI-assisted service, customers crave speed and simplicity. Telcos must identify and eliminate pain points that slow down the in-store experience.
• Use Technology to Empower, Not Replace: Verizon’s GenAI pilot proves that staff still matter—but they need better tools. Enhancing associate knowledge and responsiveness with AI creates a more confident, customer-focused workforce.
• Treat Flagship Stores as Innovation Labs: The most successful retailers treat their top stores as testing grounds for breakthrough ideas. Piloting bold experiences in a flagship environment allows telcos to iterate, learn, and scale what works.
• Don’t Forget the Basics: While AI tools can be great additions to your arsenal, they mean nothing if the rest of your house isn’t in order. Remember to focus on the fundamentals first—invest in an integrated omnichannel commerce platform, fine tune your channel strategy, have well-trained retail staff, and ensure your store design is both beautiful and functional. Otherwise, your AI investment will be yet another thing that gets thrown at the wall and doesn’t stick.  Make sure everything works together and your experience will really sing.

Wrap Up

Etisalat and Verizon are pointing the way forward for telco retail—with one store that eliminates friction, and another that augments human intelligence. Both are examples of how a relentless focus on customer experience, backed by real technology investment, can break the mold of traditional telecom retail.

For an industry often accused of being slow to adapt, these innovations are a breath of fresh air—and a wake-up call to others still clinging to the past.

If telcos want to keep customers engaged in the physical store, they need to think bigger, smarter, and faster. Etisalat and Verizon are showing us how it’s done.

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