Smart Communications announced a partnership with Amdocs to implement the Store Genie AI solution for its retail and frontline operations. The agentic AI platform, powered by Amdocs’ Cognitive Core, runs on AWS cloud infrastructure and is already deployed across all Smart retail stores.
The partnership represents a major operational milestone in PLDT’s digital‑transformation agenda, extending AI capabilities into the consumer retail space. Store Genie is designed to streamline store processes, enhance customer interactions, and enable data‑driven decision making. Early results show that more than 90 % of customer requests are resolved through the platform, indicating high effectiveness.
"We are focused on embedding AI‑driven intelligence directly into our retail operations to strengthen how our teams engage with customers and manage service interactions. With Store Genie, we are integrating agentic capabilities into our frontline workflows, enabling real‑time resolution of customer requests while maintaining the scalability, governance, and operational control required in a high‑volume telecom retail environment," said Gilbert Gaw, First Vice President and Head of Information Technology and the Transformation Office, PLDT and Smart.
"Our customers expect experiences that are simple, intuitive, and relevant to their needs. Through our collaboration with Amdocs on the Cognitive Core‑powered Store Genie, we are integrating agentic AI directly into our retail workflows, moving beyond isolated automation to coordinated, end‑to‑end execution. This enables our teams to resolve customer requests faster and deliver more consistent engagement across our stores," added Eden Techico, VP – Retail Sales and Transformation, Smart.
"In telecom, the difference between traditional chatbot‑like experiences and truly AI‑powered customer engagement, is the contextual intelligence built on industry verticalization. Leveraging the Cognitive Core from Amdocs aOS, Smart is embedding telco‑specific AI directly into its retail and service environments, aligning innovation with business imperatives and building a scalable intelligence foundation that supports real‑time decisions today and future innovation," said Anthony Goonetilleke, Group President of Technology and Head of Strategy, Amdocs.
The partnership is expected to strengthen Smart’s competitive position in the Philippine telecom market by delivering a more responsive and technologically advanced customer experience, differentiating it from rivals such as Globe and DITO.
By embedding telco‑specific intelligence directly into customer‑engagement workflows across Smart’s retail network, Store Genie enables real‑time resolution of customer requests while maintaining the scalability, governance, and operational control required in a high‑volume telecom retail environment.
The deployment of Store Genie AI marks a significant step for PLDT’s broader digital‑transformation agenda, positioning Smart to better serve customers and maintain its market leadership.
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