PLDT’s Smart Selects Amdocs to Transform Retail Operations with AI-Powered Store Genie

Amdocs announced that Smart, wireless subsidiary of PLDT has selected Amdocs to help transform its retail and frontline operations through an agentic AI solution called Store Genie.

Powered by Amdocs’ Cognitive Core, a core capability within aOS, Amdocs’ agentic operating system for telco, and running on AWS cloud infrastructure, Store Genie embeds telco-specific intelligence directly into frontline workflows. Store Genie enables autonomous real-time issue resolution within retail interactions, reduces handling time, and improves productivity across Smart’s retail footprint. The solution localizes agentic workflows for high-volume, multilingual environments while operating within telco-grade governance and control.

Store Genie is currently deployed across all Smart retail stores, with initial results indicating that more than 90% of customer requests are resolved through the platform. Cognitive Core accelerates AI adoption for communications service providers by integrating telco-specific intelligence with existing AI ecosystems and BSS/OSS stacks, ensuring governed, scalable deployment within live operational environments.

"We are focused on embedding AI-driven intelligence directly into our retail operations to strengthen how our teams engage with customers and manage service interactions," said Gilbert Gaw, First Vice President and Head of Information Technology and the Transformation Office, PLDT and Smart. "With Store Genie, we are integrating agentic capabilities into our frontline workflows, enabling real-time resolution of customer requests while maintaining the scalability, governance, and operational control required in a high-volume telecom retail environment."

"Our customers expect experiences that are simple, intuitive, and relevant to their needs," said Eden Techico, VP - Retail Sales and Transformation at Smart. "Through our collaboration with Amdocs on the Cognitive Core-powered Store Genie, we are integrating agentic AI directly into our retail workflows, moving beyond isolated automation to coordinated, end-to-end execution. This enables our teams to resolve customer requests faster and deliver more consistent engagement across our stores."

"In telecom, the difference between traditional chatbot-like experiences and truly AI-powered customer engagement, is the contextual intelligence built on industry verticalization," said Anthony Goonetilleke, Group President of Technology and Head of Strategy at Amdocs. "Leveraging the Cognitive Core from Amdocs aOS, Smart is embedding telco-specific AI directly into its retail and service environments, aligning innovation with business imperatives and building a scalable intelligence foundation that supports real-time decisions today and future innovation."

Source: Amdocs media announcement