Understanding and predicting customer needs is a longstanding challenge in the telecoms sector. Generative artificial intelligence (GenAI) and other AI technologies could help CSPs tackle this challenge head-on by providing valuable insights and enhancing their ability to anticipate and meet customers’ expectations effectively. In this way, the deployment of GenAI could lead to increased customer satisfaction, greater loyalty and more valuable relationships. This Catalyst aims to establish best practices for leveraging generative AI and other AI technologies in the telecoms sector. It plans to showcase their application in various use cases, such as predicting customer needs, elevating service quality and strengthening relationships. The Catalyst will meticulously analyze interactions during customer care calls and chats. The primary focus will be on precisely labelling the reason for the call and the key discussion topics. This process will help to develop “intent score” models that will be able to anticipate customer needs. Once intent can be accurately predicted, CSPs can route the customer to a GenAI-enabled virtual agent. The ultimate goal is to establish an 'Intent and GenAI Factory' that will deliver a continuous cycle of identification, thorough vetting, and dynamic development of additional intent and conversation models. By shaping best practices throughout this process, the Catalyst intends to create a blueprint that will both draw on and contribute to existing TM Forum assets, such as open APIs and ODA (Open Digital Architecture) best practices. This blueprint could be adapted by other players in the industry, fostering a collaborative environment for transformative innovation. To measure the impact of the proposed solution, the Catalyst will consider both operational efficiency metrics, such as reductions in call handling times, and business impact metrics, such as customer retention rates, new customer acquisitions and revenue growth.