Xtelify, a new digital subsidiary of Bharti Airtel, has introduced an artificial intelligence (AI)-powered software platform that aims to change how telecommunications companies (telcos) operate and relate with their customers. The company said the solution will help telcos reduce operational complexity, improve customer experience, lower customer churn, and boost average revenue per user (ARPU).
According to a statement on Tuesday, the new platform touches every layer of the telecom value chain. It comes with three core tools — a Data Engine for AI-led insights, a Work platform for real-time field task management, and an IQ platform for managing customer interactions across various channels. Xtelify described the software as “future-ready” and suitable for telcos globally, especially those looking to streamline operations and adopt advanced digital solutions.
As part of the official rollout, Xtelify signed a multi-year, multi-million-dollar deal with Airtel Africa. The deal will see Airtel Africa deploy Xtelify’s digital tools across its operations in 14 African countries. This includes empowering its over 150,000-strong field workforce with data insights, as well as using the software to tackle spam calls and fraudulent activities — two common challenges for telecom operators on the continent.
Group Chief Information Officer of Airtel Africa, Jacques Barkhuizen, said the deal represents a major step in the company’s plan to build a strong digital future for Africa. He noted that by using Airtel’s proven AI technology developed in India, Airtel Africa hopes to simplify internal operations and provide customers with personalised services.
“This partnership marks a transformative leap in our mission to build Africa’s digital future,” Barkhuizen said. “By harnessing Airtel’s AI platforms that have proven scale in India, we are not only simplifying our operations but also accelerating hyper-personalized experiences for our customers. In addition, this is Airtel leveraging Airtel – a powerful synergy that will drive sustainable growth, innovation, and unmatched value across our 14 African markets.”
Also speaking on the deal, Chief Business Officer for Global Business at Bharti Airtel, Binod Srivastava, said the partnership will not only help Airtel Africa’s operations but also set new standards in the telecom industry. “We are thrilled to partner with Airtel Africa. By combining our innovative Xtelify platform with Airtel Africa’s vision, we will drive their digital transformation and address industry’s most complex challenges like fighting spam and fraud to ensure utmost customer protection,” Srivastava said.
The launch of Xtelify comes at a time when African telecom operators are investing heavily in infrastructure, AI, and customer service tools to stay competitive in a fast-changing digital market. In recent months, companies like MTN and Airtel have spent billions of naira and hundreds of millions of dollars on digital transformation projects across the continent.
In addition to the Xtelify platform, Airtel also launched a sovereign cloud platform called Airtel Cloud, designed for telco-grade usage. Initially built to handle 140 crore transactions per minute for Airtel’s Indian operations, the platform is now being opened up for use by other businesses. Hosted in next-generation, eco-friendly data centres, Airtel Cloud uses generative AI (Gen-AI) for resource provisioning. It offers Infrastructure-as-a-Service (IaaS), Platform-as-a-Service (PaaS), and advanced connectivity services.
Airtel said Airtel Cloud is managed by a team of 300 certified experts and is designed to provide secure migration, flexible scaling, lower operational costs, and zero vendor lock-in — features that appeal to many modern digital businesses, including banks, fintech firms, and government services.
This move by Airtel shows a growing trend among major telecom players to transform from just network providers to full-fledged digital technology companies. By combining cloud services, AI tools, and intelligent software platforms, telcos like Airtel hope to remain relevant in the face of increasing competition from global tech giants and new market entrants.
So far, no financial details were disclosed about the value of Airtel Africa’s deal with Xtelify, but industry observers believe it could run into tens of millions of dollars, considering the scale of deployment across 14 countries and 150,000 workers.
The development is also expected to raise Airtel Africa’s customer service standards, especially in areas like fraud detection, network reliability, and customer engagement. As African countries embrace digital transformation, such innovations could shape how telecoms operate in years to come.
