Mobile World Congress (MWC) 2025 in Barcelona has again proven to be the epicenter of technological innovation in the telecommunications industry. This year's event provided a platform for industry leaders to showcase real-world applications of AI technologies.

MWC2025 was all about the tangible possibilities for AI transformation. The TELUS Digital and Fuel iX teams were at the heart of many meaningful conversations about the future of enterprise productivity. The increased awareness of our unique approach to GenAI solutions validated our position as a key player moving forward, and our thought leaders walked away with seven trends reshaping enterprise strategies.

1. AI graduates from lab to real-world applications

"We’ve seen countless examples of experiments in artificial intelligence in the lab, in betas, in pilots. And, what I'm looking forward to the most is those experiments graduating from the lab,” said Monty Hamilton, Chief Product and Marketing Officer at TELUS Digital.

This transition signals a new era where AI delivers tangible benefits to businesses and customers. At MWC, there was a clear trend toward practical, results-driven AI implementations across various industries. This shift from experimental to applied AI aligns well with our approach to developing solutions that address specific business challenges and deliver measurable outcomes.

Bret Kinsella, GM of Fuel iX and Monty Hamilton, Chief Product and Marketing Officer at TELUS Digital.

2. Privacy by design is non-negotiable

Industry leaders consistently stressed the importance of integrating privacy measures into AI solutions throughout the conference. This focus on privacy-first approaches aligns with our long-standing commitment to developing AI solutions that respect and protect our clients' data. Our commitment to privacy is demonstrated by Fuel iX's groundbreaking achievement as the first customer support tool in the world to receive international Privacy by Design certification (ISO 31700-1). By prioritizing privacy and data sovereignty, we're meeting regulatory requirements and building trust with our stakeholders.

3. Knowledge management gets an AI overhaul

Traditional knowledge management systems are falling short in meeting the demands of today's fast-paced business environment. At MWC, we saw how AI is addressing this challenge head-on.

AI-powered knowledge management is increasingly about speed, accuracy, and relevance. Many exhibitors at MWC showcased solutions that can understand context and intent, providing more nuanced and helpful responses to queries.

At Fuel iX, we empower employees with instant access to knowledge. Our conversational RAG feature in Fuel iX Copilots is a powerful new addition to our platform. According to Forrester’s Guide To Retrieval-Augmented Generation, using RAG is becoming increasingly common as 10% of enterprise clients across major industries have moved RAG into production. RAG allows your team to upload documents in seconds and instantly engage in meaningful discussions about their content immediately without IT support. It can process files in batches, allowing it to digest a vast amount of information quickly and efficiently.

4. AI-powered employee augmentation takes center stage

"We're seeing that come to bear, whether it's from the simple employee productivity benefits that we gain, bringing team members up to speed faster, delivering generative AI safely and carefully, as well as training agents, simulators, and such that allow our new employees and colleagues to learn skill sets faster for customer interaction," said Jeremy Tam, VP of Sales and Marketing at TELUS Digital.

On the MWC floor, there were numerous demonstrations of AI assistants working alongside human operators to enhance decision-making and productivity. The focus is on creating synergies between human expertise and AI capabilities, leading to better employee and customer outcomes.‍

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5. AI embedded in devices opens new frontiers

"I'm most excited about the product that's being delivered onto the device so people can actually realize value from AI. So many handset manufacturers are partnering with software providers to have AI embedded in the device and leveraging the hardware to truly differentiate the consumer experience and therefore provide great and crucial opportunities for enterprises to grab hold of," said Monty Hamilton.

At MWC, we saw a range of devices with built-in AI capabilities, from smartphones with advanced natural language processing to IoT devices with edge computing capabilities. This trend opens up new possibilities for real-time data processing and personalized user experiences, which align well with our vision for enterprise AI solutions.

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6. AI innovation spans industries

"There's just an amazing amount of technology innovation around generative AI and unique applications from drones to cars to simulators," said Mitch Lieberman, VP of Product for Customer Experience at Fuel iX.

The diversity of AI applications showcased at MWC was remarkable. AI is a versatile tool for innovation across industries, from healthcare diagnostics to sustainable agriculture solutions. This cross-sector pollination of ideas creates new opportunities for enterprises to leverage AI unexpectedly.

Mitch Lieberman, VP of Product for Customer Experience at Fuel iX, discusses how the CX industry is transforming under GenAI.

7. Scaling is the next big challenge

"I'm looking forward to seeing the capabilities we're seeing in infancy out of the laboratory. I'm looking forward to scaling those because that's where customer effort will be reduced. That's where customer experience is going to be improved," emphasized Monty Hamilton.

Many discussions at MWC centered around the challenges of moving AI projects from successful pilots to full-scale implementations. Issues like data integration, change management, and maintaining performance at scale were hot topics. Our experience with scaling Fuel iX to over 50,000 TELUS employees positions us perfectly to address these scaling challenges for our enterprise clients.

Fuel iX is the future of enterprise AI

As we reflect on MWC2025, it’s clear that Fuel iX is at the forefront of addressing the challenges and opportunities in enterprise AI.

Here's how Fuel iX aligns with and drives forward these critical trends:

1. Fuel iX has moved beyond the experimental stage, delivering tangible benefits to enterprises today. It represents the graduation of AI from the lab to real-world application that industry experts at MWC were eagerly anticipating.
   

2. Built with privacy by design, Fuel iX embodies the data sovereignty principle emphasized throughout MWC. It ensures that client data is respected and protected from the ground up.
   

3. Fuel iX addresses the knowledge retrieval challenges highlighted at MWC with our RAG capabilities. As Bret Kinsella, GM of Fuel iX noted, "We just load our knowledge bases up into Fuel iX and enable employees to get the right answer faster for the customer." This RAG capability transforms how enterprises manage and utilize their knowledge bases, and we are at the forefront. 

Bret Kinsella, GM of Fuel iX, speaking at MWC2025 in Barcelona, Spain.

4. Fuel iX empowers employees, rather than replacing them, and is in line with the shift towards augmented intelligence. It provides real-time insights that build confidence and enhance performance.
   

5. The versatility of Fuel iX allows it to be applied across various industries, reflecting the diverse AI applications showcased at MWC. Fuel iX is adaptable to different enterprise needs, from contact centers to complex business processes.
   

6. As organizations look to scale their AI initiatives, Fuel iX offers a robust platform that can grow with the enterprise, turning the potential seen in MWC demonstrations into widespread, practical implementations.
   

By aligning so closely with the key trends and challenges identified at MWC, Fuel iX is keeping pace and shaping the future of enterprise AI.

We're already looking forward to MWC2026!