NiCE has announced that Openreach has deployed proactive AI agents from NiCE Cognigy to support customer engagement across 15 million broadband upgrade journeys in the UK.
The rollout forms part of a large-scale digital infrastructure programme and introduces a shift from reactive service models to AI-led proactive communication.
The system uses AI agents to initiate contact with customers via text, email and voice, based on real-time performance data.
These interactions provide updates, suggest options, answer queries and automate certain actions, with the aim of making the upgrade process clearer and more manageable.
“Our proactive AI agents are transforming the broadband experience across the U.K. and delivering tens of millions in financial benefits for Openreach and our customers,” said Chris Herbert, Openreach’s director of customer service.
“By moving to proactive, AI-driven engagement, we’ve improved appointment success, optimized operations, and given customers greater clarity during a complex national upgrade. At this scale, that combination of efficiency and trust makes a meaningful difference.”
According to Openreach, the approach has contributed to improved appointment completion rates and a reduction in inbound and repeat contact volumes. This has allowed service teams to focus more on complex customer needs.
“AI is redefining how organizations engage customers, shifting from reactive service to intelligent, proactive orchestration,” said Jeff Comstock, President of CX Product & Technology at NiCE.
“This deployment demonstrates how agentic AI can deliver measurable outcomes at scale, enabling organizations to automate complex interactions while maintaining trust, inclusivity and control.”
Openreach also reported an increase in customer satisfaction following the rollout, with its Trustpilot rating rising from 2.0 to 4.7, based on a large volume of customer reviews.
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Author: Hannah Swankie
Reviewed by: Robyn Coppell
Published On: 8th Apr 2026
Read more about - Latest News, NiCE, NiCE CXone
