Contributed Article
Used by over 30 North American ISPs, Actifai is bringing its proven, telecom-specific AI platform to the UK market
by Vasa Babic, Head of EMEA at Actifai
It’s hard to find a technology more discussed yet less consistently monetised than artificial intelligence. For broadband providers, the real challenge isn’t joining the AI conversation, it’s figuring out how AI can actually generate revenue.
At Actifai, that question has been our focus from the start.
Founded in 2019 out of Foundry.ai, an incubator dedicated to applied commercial AI, Actifai began with a simple principle: AI should deliver measurable business value from day one. Our first engagement was with a large North American broadband provider. We saw an opportunity to apply machine learning in one of the most data-rich and transaction-heavy environments: the broadband sales process. By concentrating exclusively on the broadband sector, we developed a depth of industry understanding that makes our technology especially relevant to telecom operators.
When a new customer checks service availability, providers can access significant context: demographics, dwelling type, local competition, and indicators of upgrade propensity. By combining those signals with real-time inputs from sales conversations, Actifai predicts the optimal service package and shapes the offer and message for each customer. Our models draw on proprietary, broadband-specific data. This intelligence is deployed across both phone and digital sales channels, and the results are financial, not theoretical.
That first implementation delivered a tenfold return on investment within months. From there, the business scaled quickly. Today, Actifai supports millions of interactions for over 30 internet service providers, including around a quarter of the 20 largest in North America and, as of Q3 2025, our first UK provider. Generic AI vendors simply cannot match this depth of broadband-specific experience. Our work now extends well beyond new-customer sales. We help providers optimise the entire subscriber lifecycle, from cross-sell and upsell to proactive and reactive retention and, increasingly, support.
From predictive AI to agentic AI
The next phase of our evolution, and the industry’s, is agentic. Earlier generations of machine learning generated insights. AI agents use those insights to take action. Actifai’s agents are rooted in the same foundations that have consistently delivered measurable gains in broadband sales, but now that intelligence reaches service and support. These agents handle complex customer inquiries, make product or billing changes, and initiate actions across existing BSS and OSS systems. In practical terms, they don’t just analyse behaviour, they shape it in real time.
Our approach stays anchored in the business-first ethos that defined our early work: rapid deployment, clear metrics, and straightforward integration. Just as importantly, our technology is engineered to operate directly within telecom BSS and OSS environments. Providers can deploy quickly and realise value without the friction that holds back so many AI initiatives.
AI in the broadband market
As Actifai enters Europe in 2026, we’re stepping into a market that resembles North America at a pivotal stage, a few years earlier. Fibre buildouts are largely complete, competition is tightening, and operators are shifting from expansion to profitability. The core question has changed. Instead of “How do we connect more homes?” providers are asking, “How do we grow and retain revenue and deliver a better customer experience?”
That’s the moment when AI proves its worth.
Connected Britain in September 2025 marked our first formal UK presence. But the story isn’t about arrival. It’s about applicability. We’re introducing commercially mature AI solutions that have already delivered measurable results at scale.
For broadband providers, progress won’t come from chasing the next algorithmic breakthrough. It will come from using AI to address real business problems: lifting take rates, keeping subscribers, and now improving service through intelligent agents.
AI will continue to advance, but profitability remains the true benchmark of innovation. That’s the version of AI we’re bringing to broadband providers.
Learn more about how Actifai can help your broadband business thrive in the era of AI
