Generative AI has captured attention since it blazed into the world in 2022. Contact centres were one of the first areas to be supported by conversational AI, paving the path to Generative AI. In this session, drawing on the IBM Institute for Business Value report, “Elevating Telecom customer service: Generative AI answers the call” Priya will discuss what it takes to move to an AI-first contact centre that elevates customer service while also helping support a move from a cost centre and efficiency mindset to a revenue generator. The keynote wraps up with an action guide to get started on the journey to becoming an AI-first organisation.