AI Agents for Customer Engagement Across 15 Million Broadband Upgrade Journeys

Openreach, a unit of the British Telecom Group, deployed proactive AI agents from NiCE Cognigy to redesign customer engagement across 15 million customer journeys during one of the UK's largest digital infrastructure transformation programs. The move from reactive management to AI-driven proactive engagement resulted in a more seamless broadband upgrade experience at national scale, increasing appointment success, reducing inbound contact volumes, and generating operational and commercial value for Openreach and its clients. The company introduced a proactive, automated engagement model that adapts based on live performance signals, designed to make the process more transparent and easier for customers. The impact extended across both customer experience and operations, with the approach fundamentally changing how Openreach manages customer interactions at scale during a major infrastructure upgrade.