From Digital Twins To Agentic AI: Inside Etiya’s Gartner-Recognized Ai-Native BSS

Recently, Tara Neal, Executive Editor of The Fast Mode, sat down with Fahri Kerçek, Director, Product Strategy and Management of Etiya, following the company’s recognition in two major Gartner publications focused on AI for communication service providers (CSPs).

At a time when CSPs are under pressure to move AI from experimentation into scaled operations, Gartner’s evaluation provides an important benchmark for the practical deployment of AI across CSP operations.

Etiya was named in the 2025 Gartner® Magic Quadrant™ for AI in CSP Customer and Business Operations, and also featured in the latest Gartner® Critical Capabilities report, which assesses vendors against concrete, real-world CSP use cases.

Tara: What does Etiya’s recognition in both Gartner reports mean for the company?

Fahri: Being recognised in both Gartner reports is significant because they evaluate different but complementary dimensions of AI maturity for CSPs. While the Magic Quadrant™ reflects our ability to execute our long-term vision, the Critical Capabilities report is particularly important for operators because it assesses how those capabilities perform across concrete CSP use cases. Together, these recognitions validate our ongoing investments in AI and our alignment with AI-driven innovation best practices, including TM Forum’s Open APIs and ODA standards, while also reflecting the effort we have put into delivering solutions ready for the age of AI. When it comes to Tier-1 CSPs, these acknowledgements further help strengthen their confidence in accelerating AI-led transformation.

Tara: How does Etiya’s AI Platform stand out among other AI solutions for CSPs?

Fahri: Our platform is built natively for complex, large-scale operational environments, a key differentiator noted by Gartner analysts in their assessments of AI for mission-critical operations. It brings together Digital Twins, Predictive Intelligence, and Agentic AI to model, understand, predict, and autonomously run customer and business processes with accuracy and at scale.

Etiya's AI capabilities are embedded in its Digital BSS platform, managing hyper-personalised campaigns and customer journeys end to end, using a Digital Twin of Customer as the insight layer and Agentic AI as the action layer. Together, they power a Viral Growth Engine for personalisation, loyalty, gaming, and community intelligence, already proven in large-scale operator deployments.

Another contributor that makes our platform unique is the ability to deliver interactive and actionable intelligence, addressing a gap Gartner frequently identifies between AI insight and operational execution. We achieve this by introducing the decision intelligence layer to enable users to elicit timely, contextual responses that can be applied to any process, from autonomous decision-making to human-in-the-loop workflows.

More importantly, our AI-driven BSS platform comes with pre-built, telco-ready use cases such as simulation for CX, simulation for revenue, churn prediction, customer lifetime value forecasting, next-best-action recommendations, and revenue optimisation, enabling CSPs to move from experimentation to real-world AI adoption quickly and at scale.

Tara: How is Etiya helping CSPs operationalize AI at scale?

Fahri: CSPs can run our AI-driven BSS platform on-premises, as SaaS, or in a hybrid setup, and choose between self-managed or fully managed SaaS models. This is a flexibility Gartner increasingly recognises as important for operators balancing regulatory obligations, data control, and existing IT environments. It also enables CSPs to align their deployment models with regulatory obligations, data sovereignty requirements, and digital transformation plans. At the same time, we ensure full integration with core systems, including CRM, order management, and customer service.

Behind the scenes, our AIOps and MLOps methodology ensures our AI engines keep learning and continue to produce highly contextual outputs. This ensures long-term performance and enables AI to adapt rapidly to changes in customer behaviour, operating conditions, and business priorities.

Tara: Digital Twin technology is a key differentiator for Etiya. How does it enhance CSP operations?

Fahri: Etiya’s AI-powered Digital Twin enables CSPs to generate live models of customers, products, and business processes, giving them a powerful simulation platform. We empower CSPs to test any scenario, helping them to accurately predict outcomes, not only from new campaigns and offers, but also from market shifts. For example, a CSP can identify how a proposed roaming plan affects service revenues or how the latest price cuts by a competitor brand affect churn and then take action in the market based on these insights.

Digital Twin insights enable CSPs to reduce uncertainty in decision-making tailoring proactive retention policies and implement hyper-personalization strategies that maximize take-up rates. With an insightful, end-to-end 360-degree customer view, CSPs can execute their strategies with greater confidence, having rigorously evaluated all potential outcomes and risks.

Tara: What is Agentic AI and how does it redefine automation?

Fahri: Agentic AI represents the next step beyond Generative AI, a distinction Gartner increasingly highlights as CSPs shift from AI-assisted insight to autonomous, goal-driven execution of business processes.

Etiya’s AI agents operate autonomously, using GenAI-driven insight to act in line with defined business intent. It includes proactive sales agents that prevent churn, catalogue agents that cut time-to-market, marketing agents that execute strategy, order agents that detect and resolve failures, and operations agents that reduce OPEX.

For example, when a customer shows high churn risk, a proactive sales agent designs a personalised offer, a catalogue agent ensures fast availability, a marketing agent triggers the right campaign, and order and operations agents execute and monitor delivery end to end.

Unlike conventional use of GenAI where human intervention is required to think and move feeds between processes in the pipeline, Agentic AI enables multiple agents to collaborate and make decisions in real time. Agentic AI is especially powerful in BSS implementations, helping CSPs improve operational agility and customer experience

For example, within our Customer Service Management deployments, CSPs use AI agents to autonomously adjust service bundles based on customer needs, usage patterns, and lifetime value. Our humanised virtual agent now resolves over 60% of customer service incidents, allowing human agents to focus on more complex cases. We have also introduced a self-learning mechanism where cases solved by human agents are fed back into the agentic platform, enabling virtual agents to learn from them and handle similar cases in the future. This has already delivered at least a 10% improvement in the resolution of complex incidents.

Tara: How does Etiya ensure ethical and secure AI practices?

Fahri: At Etiya, ethical and secure AI is built into the full lifecycle, from design to runtime. We follow privacy-by-design and security-by-design principles, aligned with global regulations such as the GDPR. Our AI guardrails define how predictive and agentic systems can use data, make decisions, and act. They enforce policy boundaries, business rules, human-in-the-loop controls, escalation paths, and fail-safe behaviour.

Built-in data governance secures data transfer, consent, access, and encryption. AI security agents monitor behaviour in real time, detecting drift, misuse, anomalies, and policy breaches, and automatically contain them.

At the same time, our AI models are designed for explainability and transparency, delivering full audit trails, decision traceability, and governance controls so CSPs can monitor, validate, and trust AI-driven outcomes.

We also continuously strive to align our AI workloads with industry best practices, including alignment with TM Forum standards that promote open architectures, interoperability, and responsible AI. By prioritising security, privacy, and compliance, we help CSPs integrate AI capabilities in a responsible and trusted manner.

All AI decisions are explainable, traceable, and auditable through central governance controls, supporting compliance, internal oversight, and trust at enterprise scale.

Tara: What measurable outcomes do CSPs achieve with Etiya’s AI Platform?

Fahri: Across multiple large-scale CSP deployments evaluated during Gartner’s assessment period, we see significant gains across the board. From a cost standpoint, we see a reduction in CSP OPEX by up to 26%.

CSPs also register significant savings via a model-agnostic architecture that automatically selects the most cost-effective LLM. Additionally, being able to host their workloads on-premises or in private cloud environments has resulted in CSPs’ token consumption costs going down by up to 60% compared with public cloud deployments.

Our platform is also boosting CSP operational efficiencies. Approximately 35% of contact centre calls are being deflected as customers turn to AI-powered self-service touchpoints. At the same time, average handling time has dropped from seven minutes to under two, while time-to-market has been reduced by 75%, with new offers launched in days through our platform’s fully AI-orchestrated Product Launch Unit.

At the CX layer, we witnessed a 12-point improvement in NPS, driven in large part by faster, more accurate, and highly contextual responses, as well as hyper-personalized issue resolution.

More importantly, CSPs experienced a 3–5% revenue uplift via next-best-action and next-best-offer optimization features enabled by the Digital Twin.

CSPs also see their compliance exposure reduced by 75% via embedded, policy-aware guardrails that prevent unauthorised data access, enforce regulatory compliance, and generate immutable audit trails.

Tara: What’s next for Etiya’s AI journey?

Fahri: Our solution roadmap extends Agentic AI and Digital Twin ecosystems to deliver hyper-personalised customer journeys, agentic CX, and humanised AI companions across BSS operations, strengthening autonomy, prediction, and real-time orchestration.

In parallel, we are deepening collaboration with hyperscaler partners such as AWS and Microsoft to support global scale, performance, and flexible deployment.

Ultimately, we will see AI embedded into every layer of the customer and business lifecycle.

Gartner’s recognition signals that this shift is already underway, and CSPs now require platforms that can operationalise AI responsibly and at scale. At Etiya, we are proud to be a catalyst for this transformation, helping CSPs securely and at scale accelerate AI adoption. Our dual recognition by Gartner serves as a meaningful milestone on this journey, reflecting the trust placed in us by the industry and the progress we continue to make.

To discover how you can grow your business with Etiya’s AI-native BSS Platform click here