Aura, Telefónica’s Artificial Intelligence
The use of AI in customer service has significantly increased in recent years. The advancement of this technology is helping to transform the way in which companies engage with their customers. Telefónica has been a pioneer by integrating Aura, its Artificial Intelligence, into numerous markets and over 30 channels with natural language processing, machine learning and data analytics.
Aura boasts 400 million interactions each year and it’s capable of managing products and services and resolving queries in a natural, personalised and secure manner. Its implementation reinforces Telefónica’s commitment to the digital transformation and promotes a closer relationship with customers.
Goals
Aura is available via multiple channels, including mobile applications, devices, television, websites and call centres. With the incorporation of generative Artificial Intelligence Aura can deliver more advanced experiences, including content creation and real-time personalised replies. This combination of generative AI and semantic capabilities improves understanding and facilitates more natural interactions.
Results
One innovative feature of Aura is that it’s been integrated into new channels and experiences. Via Movistar Home Connect, an app for Android tablets, Aura can make calls and video calls, control Movistar Plus+ content and create personalised stories by means of its generative AI.
In Movistar Immersive Experience, available in the Meta Quests, Aura and generative AI can interact with the company’s content and services. One example of the above is the “Aura Mobile Advisor” feature, that guides users on choosing mobile devices. With its help, blind and visually-impaired people can also move intuitively around this immersive world.
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