The telco industry loves to differentiate on technical specs—five nines of reliability, fastest 5G, most coverage. But Gabriela Styf Sjöman, Managing Director of Research and Network Strategy at BT Group, has a radically simple framework that cuts through the noise: every technology decision comes down to two questions—does it help us make money or does it help us save money?

In this episode, Gabriela breaks down BT’s dual AI strategy: “AI for networks” (using AI to optimize internal operations) and “networks for AI” (building networks that support customers’ AI workloads). We discuss why “best network” marketing is dead, how telcos need better customer segmentation beyond just “consumer vs. enterprise,” and why the biggest barrier to AI adoption isn’t technical capability—it’s cultural change. If you’re a telco exec struggling to get value from AI investments, this conversation will reframe how you think about technology strategy.

Listen now to hear:

Why telcos must prioritize commercial transformation to move up the value chain [04:00];
BT's dual AI strategy for internal operations and customer service [05:49];
The cultural shifts needed to embrace process redesign and customer-centric thinking [09:45]; and
Why "best network" marketing is dead and what telcos should focus on instead [11:49].

Links and Resources:

Watch Gabriela’s talk and our panel from TelecomTV’s 2025 DSP Leaders World Forum on BT's AI strategy and why telcos must focus on products over technology.
Check out Gabriela’s TelecomTV interview on how AI-powered network APIs will help telcos become insights-driven providers and why telecom standardization needs a revamp.
Read my blogs, The modern telco and To get AI value, shift left (and eliminate jobs), to learn how AI-driven transformation can improve telco profitability and operational efficiency.
Learn more about BT Group's network strategy and AI initiatives at bt.com.
Looking for new ways to generate revenue? Learn how hyper-personalization can unlock revenue streams through advanced ML platforms like Totogi’s PlanAI product.
Find out more about Totogi by meeting with us at TelecomTV’s AI-Native Telco Forum in Düsseldorf, Germany on October 23-24. DM me on LinkedIn or X @TelcoDR to set up a time to meet.
Want to try albondigas Mexicanas, also known as Mexican meatballs? Here’s a recipe to get you started.
Check out this episode on our YouTube channel.
You can find the episode transcript here.

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This week’s guest
Gabriela Styf Sjöman is a global executive with extensive international business experience in the telecom and IT industries. She has held executive positions in numerous multinational organizations across functions such as strategy, technology, business, and sales. She is currently Managing Director of Research and Network Strategy at BT Group, where she oversees network strategy, industry standards, technology research, and research commercialization. Prior to joining BT Group Gabriela held various executive positions such as Chief Strategy Officer at Nokia, Deputy Chief Operating Officer and VP Head of Network Services at Telia Company, VP Head of Networks and TI Labs at Telecom Italia, and numerous positions at Ericsson spanning Technology and Business.

Podcast Credits

Executive Producer and Host: Danielle Rios, TelcoDR
Senior Producer: Lindsay Grubb, TillCo Media
Senior Editor/Brand Manager: Alisa Jenkins, Springboard Marketing
Audio Editor: Andrew Condell
Supervising Producer: Amanda Avery
Associate Producer: Kriselda Dionisio
Music: Dyami Wilson

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Ep 126 - AI for networks and networks for AI (Gabriela Styf Sjöman)