From pilots to production: AT&T scales GenAI with measurable ROI

During a panel session at DTW Ignite 2026, Mark Austin, VP for Data Science and AI at AT&T, and Nevash Pillay, Global Head of Communications Industry at Databricks, join TM Forum’s Ed Finegold to explore how AT&T has scaled generative AI (GenAI) across the business. The conversation highlighted governance, data quality and model selection as critical success factors. Through a TM Forum Catalyst, the companies demonstrated a Model-as-a-Service approach that optimises AI costs, performance and compliance by routing workloads to the most suitable models. They also showcased gains in customer care, fraud reduction and autonomous network operations enabled by specialised AI models and agents.