On August 5, Amdocs announced that Swiss telecom operator Sunrise had extended its long-standing collaboration with the company to modernize and evolve its CRM environment using Amdocs’ aOS.
The collaboration focuses on the evolution of Sunrise’s Customer Service Representative CRM interface, with aOS intended to support smarter and more streamlined workflows for customer-service staff. The initiative builds on the companies’ long-standing partnership and is designed to introduce new AI-enabled capabilities directly into CRM workflows.
Sunrise is building on its existing work with Amdocs to modernize the CRM interface used by staff, with aOS supporting AI-enabled capabilities inside governed workflows designed to improve reliability, security and control.
The Swiss telco is moving AI into systems running customer care and operations. Production, not promises, will decide whether it is useful, safe, and accountable.
From Chatbots to Core Workflows
An agentic operating system is not one chatbot, but a control layer that coordinates AI agents, gives them business context, applies rules, and lets them complete parts of a process. Agents may read complaints, check billing records, and recommend or carry out approved actions.
For a telco, this matters because of problems with the cross agent operating system. A billing dispute can touch CRM, charging, product catalogues, order management, service fulfilment, and network records. Traditional assistants may summarize the case.
Agentic AI telecom aims to move it through these systems, under defined permissions, with each action recorded.
The project reflects a broader move toward integrating AI capabilities more directly into operational telecom workflows.
“CRM evolution is central to our operational strategy at Sunrise,” said Sunrise CIO, Anna Maria Blengino.
“Extending our collaboration with Amdocs allows us to build on a strong foundation while modernizing our CRM. By introducing new capabilities such as AI analytics into our CRM environment, we are equipping our call center staff with the tools they need to work more efficiently, resolve issues faster, and spend less time navigating systems,” Blengino continued to state.
The intended result of the agent operating system is shorter handling time and faster answers. Yet the larger test is whether Sunrise can connect to fragmented systems without allowing agents to make unchecked changes.
AI agents in telecom often operate across estates that include old software, custom integrations, and data held across separate platforms. Agentic AI in telecom can move quickly, but they can also repeat an error across thousands of accounts.
Industry specific CRM is gaining attention because general platforms do not always understand telecom products, service lines, network relationships, or billing structures. According to Forrester’s 2024 survey, 69% of business and technology professionals planned to increase CRM investment.
Security’s the Real Test
Moving AI into core Business Support Systems (BSS) expands the security boundary. As AI capabilities are introduced into CRM environments handling customer information, the system becomes more than a simple writing or assistance tool.
Agentic AI in telecom becomes an operational user in this case. Sunrise will need role-based access, limited permissions, encryption, testing, logs, model monitoring, and a way to stop or reverse unsafe actions.
Within an agentic operating system, human-in-the-loop governance means people remain involved in important decisions.
As agentic AI in telecom takes on more operational tasks, staff can approve sensitive actions, review unusual cases, correct mistakes, and intervene when confidence is low.
Human presence shouldn’t be a ceremonial click. Reviewers need enough context, authority, and time to be able to challenge the system.
Where an AI system falls within the EU AI Act’s high-risk categories, the regulation requires appropriate human oversight.
The General Data Protection Regulation (GDPR) also limits the ability to make certain decisions solely on the basis of automated processing.
European Union Agency for Cybersecurity (ENISA) guidance says AI security must cover data, models, infrastructure, access, monitoring, and incident response, not only the chatbot interface.
Sunrise is based in Switzerland, where the Federal Act on Data Protection (FADP) applies to AI-supported processing. Swiss guidance links transparency with the right to object to automated processing and request human review of automated individual decisions.
For software for telecom, privacy controls, clear explanations, and audit trails are therefore central to the project, not optional additions.
Amdocs presents aOS as open, cloud-agnostic, and able to work across different Business Support Systems (BSS) and Operations Support Systems (OSS) environments.
The flexibility of the agentic operating system may reduce dependence on one model or cloud provider, but it also creates more connections to be secure. Each model, Application Programming Interface (API), agent, and data source adds another point that must be governed.
“Industry CRM builds on the foundations of horizontal CRM and delivers workflows, experiences, data models, and extensions that are unique to each industry, providing a faster path to value,” according to Forrester.
Success will not be measured by how many of the agentic operating systems are launched.
Telco software solutions will be measured by fewer errors, faster resolution, lower handling time, secure data use, and employees who understand when automation should act and when it should stop.
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