Optus CEO: AI to Enhance Telecom Services, Human Roles Remain Central Amid Digital Shift
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Optus, Australia’s second-largest telecommunications provider, plans to further integrate artificial intelligence to improve customer service and network reliability, with Chief Executive Stephen Rue emphasizing that human expertise will remain essential, the company said on Monday.
AI-Driven Upgrades and Customer Service
Stephen Rue, who became Optus CEO in November 2024 after serving as chief executive of the National Broadband Network (NBN), has outlined the company’s commitment to AI-powered initiatives. Optus aims to use AI for faster fault detection, streamlined service delivery, and personalised customer offerings based on usage patterns.
“AI will have a significant role in the future of telecommunications, particularly in helping customers”, Rue said in a statement cited by The Guardian.
Optus reported net additions of 238,000 mobile subscribers in the financial year ending March 31, 2025, including 52,000 postpaid customers, according to company filings.
Human Roles Remain Central
Rue said that while automation will assist in routine operations, roles such as field technicians and customer service staff will remain critical for addressing complex issues and maintaining infrastructure. “Humans will remain central to the company”, Rue said, addressing industry concerns over job displacement.
Operational and Regulatory Challenges
Optus has faced several high-profile incidents, including a data breach in September 2022 that affected millions of customers and a nationwide outage in November 2023. The disruptions prompted increased scrutiny from regulators and the resignation of former CEO Kelly Bayer Rosmarin.
In 2024, the Australian Communications and Media Authority (ACMA) was criticised for reducing a penalty imposed on Optus over the 2022 breach, and the Australian Competition and Consumer Commission (ACCC) raised concerns in October 2024 regarding Optus marketing plans in areas with insufficient coverage.
Optus, owned by Singapore Telecommunications Ltd (Singtel), reported a 5.7% increase in earnings before interest, tax, depreciation, and amortisation (EBITDA) to AU$2.2 billion for the year ending March 31, 2025, driven in part by subscriber growth.
AI Strategy and Industry Context
Optus is seeking to strengthen its market position against competitors such as Telstra, which holds over half of Australia’s mobile market. AI applications are intended to support network performance, especially in rural and regional areas. In September 2024, the ACCC approved a regional network-sharing agreement between Optus and TPG Telecom valued at AU$1.59 billion, with operations scheduled to begin in early 2025.
Rue, who previously oversaw a major NBN upgrade project, has placed a renewed focus on governance and network resilience to restore public trust following the company’s recent setbacks.
Data Security and Customer Trust
Data privacy and compliance remain priorities as Optus adopts AI technologies, following the 2022 cyberattack. The company has stated it is implementing safeguards to protect customer information as part of ongoing system upgrades.
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