The rise of AI-native companies One of the recurring themes across panels and presentations at MWC 2026 was the rise of AI-native companies . These are organizations that haven’t simply added AI to existing workflows — they have built their entire operations around AI from the ground up . This approach gives them several significant advantages: faster decision-making higher levels of automation the ability to process large volumes of data in real time greater agility in responding to market changes The gap between AI-native companies and traditionally structured organizations will likely continue to grow. While many established companies struggle to integrate AI into legacy systems, AI-native organizations can innovate and scale much faster.  AI as the operating system of the enterprise Another important takeaway from this year’s MWC is that artificial intelligence is increasingly shifting from being a tool to becoming core business infrastructure . Today, AI is often seen as a feature within individual applications. In the near future, however, it will function more like the operating system of the organization . This means AI will support and influence nearly every part of the business: Finance teams will use AI for forecasting, cost optimization, and data-driven decision-making. Operations will continuously optimize processes in real time. Sales and marketing will rely on predictive insights to better understand customer needs. Customer success teams will identify potential churn before customers even experience dissatisfaction. This level of integration will allow companies to operate more efficiently, make faster decisions, and deliver significantly more personalized customer experiences.

A case study of an AI assistant implementation with a high level of automation and user satisfaction.

Olympic Assistant for the Milano Cortina 2026 Winter Olympic Games

Viber is a powerful channel for festive promotions and conversational marketing. Reach customers with rich messages, higher engagement, and measurable results.

Hybrid AI models combine automation and human control to improve efficiency, scalability and competitiveness in modern business environments.

A roundtable discussion on why adopting AI is critical for business competitiveness, long-term growth and staying ahead in a rapidly changing market.

AI-based voice bots, featuring natural language processing and speech recognition, are becoming key to improving customer experiences and optimising business operations. Already prevalent in Scandinavia and the US, this technology enables modern and efficient communication between businesses and customers. Forward-thinking companies will leverage voice interfaces, such as Siri and Alexa, and natural conversation capabilities of ChatGPT to significantly improve both customer experience and call centre operations. Let's take a look at how these voice bots work, the wide-ranging benefits they offer and the challenges faced by companies already deploying them. How voice bots work AI-powered voice bots are not just automated answering machines; they are complex systems designed to mimic human interaction naturally and intuitively. Their advantage lies in their growing resemblance to live agents while giving users a greater degree of anonymity as well as faster resolution of requests. Voice bots are based on several key technological components: Automatic speech recognition (ASR) converts speech into text and lays the foundation for further interaction. Natural Language Understanding (NLU) analyses the text to identify key information such as intent and context. The conversation module uses the insights gained to formulate accurate and contextually relevant responses. The text-to-speech (TTS) system converts the textual responses back into speech, allowing bots to communicate naturally and understandably.

As a leading technology partner of Boost.ai, a conversational AI solutions provider, we are excited about the integration of the new Generative Action (GenAI) functionality that Boost.ai will be introducing into its conversational AI customer support services at the end of May. This will update and upgrade the capabilities of its conversational commerce platform, which now offers enhanced security features and other functionality to businesses using generative AI.  Generative AI is revolutionising customer service and creating new opportunities to support call and contact centre operations. However, around 80% of CEOs still struggle to deploy it quickly due to the associated risks and uncertainties. To address this, new approaches are being put deployed that combine the use of generative AI with the best management practices of traditional conversational AI, which Boost.ai has integrated into its Generative Action technology.