Communication service providers (CSPs) are at an inflection point. From stagnating revenues, to network strain in meeting the demands of 5G, to challenges in delivering innovative customer experiences, there’s enormous pressure on the telecommunications industry to transform.

Over the past few years, CSPs around the globe have turned to artificial intelligence (AI) to address some of these challenges, but the lion’s share of an operator’s operational expenses are still spent on infrastructure and data management. This has limited their ability to capitalize on core data assets and develop differentiated customer experiences that meet individual needs. 

Enter generative AI, a type of machine intelligence that’s received enormous attention as of late. We’ve all marveled over its ability to generate text that reads like it was written by a person, to create new images, and to build even musical scores. It’s a riveting addition to the AI toolset — and one that complements machine learning (ML) and its ability to identify patterns to make predictions, spot efficiencies, or interpret large data sets. 

But while there’s a lot of hype around generative AI, at Google Cloud we view it through a much more practical lens for the telecommunications industry. Generative AI can accelerate the transformation already underway, with its potential to streamline many of the tools and processes that CSPs engage with daily, bringing a new level of natural interaction between people and computers, and enabling machines to be programmed to carry out an action with a spoken request, and respond in natural, interactive ways. 

Generative AI builds on existing Google Cloud data, AI, and ML services. For example, Contact Center AI, with human-like interactions between callers and computers, has been successfully adopted by CSPs for many years, increasing the satisfaction of both customers and call center workers. As we add generative AI to this technology, CSPs and their customers will see even greater capabilities and impact, for example, virtual agents that not only provide helpful information, but also let customers make payments and execute other transactions. With generative AI, CSPs will be able to harness customer call summaries to better understand customer sentiment and identify cross-sell and up-sell opportunities. CSPs could also easily and quickly build and deploy virtual agents informed by customer conversations that enable more innovative and personalized customer interactions. And that’s just the start.

Three key areas

The contact center is just one of the areas where practical and generative AI will help drive new value. When reflecting on the key challenges facing CSPs today, three areas in particular stand out where generative AI may be transformative:

1. Personalized experiences: In addition to further improvements in customer call center interactions, generative AI can deliver improved personalization in ecommerce interactions — a big factor in helping customers sort through their choices of phones and calling plans. Personalization is also important for lowering churn, offering relevant new services, and managing the customer lifecycle. For example, generative AI could enable CSPs to produce marketing campaign content customized for select themes, and target individual customers with customized text and images. 
2. Autonomous networks: Generative AI will also help to pave the way for autonomous networks by connecting multiple complex AI/ML models used across network planning and operations with large language models (LLMs) that can understand network behaviors and create action plans in areas including network capacity planning and performance. For example, generative AI will enable CSPs to train models with customer experience and sentiment data to build better prediction capabilities. Importantly, the customer data sets used to tune these models are not public, but curated internal customer data — significantly enhancing privacy, factuality, and relevance, while protecting intellectual property. In addition, generative AI will be able to help network planning and design, which requires high levels of reporting and analysis.
3. Streamlined operations: Both operations center uptime and field service efficiency are crucial for managing costs and improving customer satisfaction. In particular, applying generative AI to field service devices can speed up diagnostics and analysis, and can even help with installation, parts, and troubleshooting, and minimizing the number of times companies have to send out trucks and improve field-service training. Generative AI will also provide a productivity boost to IT development processes, enabling code generation and troubleshooting to deliver reliable software products and services.

Data security and reliability

An under-discussed area in generative AI is the importance of data quality and data security in building and training the LLMs that power the technology. Many CSPs are rightly concerned about intellectual property leaking both into and out of LLMs, risking the security of their systems and their intellectual property. We’ve long offered industry-leading data security and privacy technologies, and with generative AI integrated with Vertex AI, we can ensure all data is secured within the CSP’s environment.

Meanwhile, to ensure that their LLMs generate accurate information, CSPs are building out scenarios and use cases for training on smaller, controlled amounts of their own data, sometimes accompanied by highly trusted sources from partners and others. Google Cloud also provides tools including Prompt Engineering, Tuning, and Reinforcement Learning from Human Feedback to further ensure data factuality and reliability. This will likely result in the first generative AI applications targeted to smaller, high-impact problems, like optimizing network topologies. 

The human element

Of course, people are critical to the success of generative AI, whether that means solving problems in call centers, field service workers combining AI information with their own knowhow, marketing and creative teams brainstorming with generative AI to make new presentations and marketing materials, or operations engineers augmenting and approving an AI suggestion. We’ve built a lot of amazing technology to help augment what people cannot do: synthesize millions, if not billions, of records and sources to help energize new workflows and productivity.

Telecommunications is a fast-changing industry that is tech savvy and hungry to learn and deploy the best possible new technologies, and that includes generative AI. Each meeting with a CSP inspires new ideas, sparks more use cases, and leads to more industry-changing initiatives. It’s exciting to see this pace of change, and we are only just getting started.

We look forward to showing you more soon as we deep dive into some of the exciting CSP industry use cases in upcoming blog posts. We also invite you to find out more about how Google Cloud is partnering with CSPs around the world to deliver a holistic cloud transformation.

As the volume of data that people and businesses produce continues to grow exponentially, it goes without saying that data-driven approaches are critical for tech companies and startups across all industries. But our conversations with customers, as well as numerous industry commentaries, reiterate that managing data and extracting value from it remains difficult, especially with scale.

Numerous factors underpin the challenges, including access to and storage of data, inconsistent tools, new and evolving data sources and formats, compliance concerns, and security considerations. To help you identify and solve these challenges, we’ve created a new whitepaper, “The future of data will be unified, flexible, and accessible,” which explores many of the most common reasons our customers tell us they’re choosing Google Cloud to get the most out of their data.

For example, you might need to combine data in legacy systems with new technologies. Does this mean moving all your data to the cloud? Should it be in one cloud or distributed across several? How do you extract real value from all of this data without creating more silos?

You might also be limited to analyzing your data in batch instead of processing it in real-time, adding complexity to your architecture and necessitating expensive maintenance to combat latency. Or you might be struggling with unstructured data, with no scalable way to analyze and manage it. Again, the factors are numerous—but many of them accrue to inadequate access to data, often exacerbated by silos, and insufficient ability to process and understand it.

The modern tech stack should be a streaming stack that scales with your data, provides real-time analytics, incorporates and understands different types of data, and lets you use AI/ML to predictively derive insights and operationalize processes. These requirements mean that to effectively leverage your data assets:

• Data should be unified across your entire company, even across suppliers, partners, and platforms., eliminating organizational and technology silos.
• Unstructured data should be unlocked and leveraged in your analytics strategy.
• The technology stack should be unified and flexible enough to support use cases ranging from analysis of offline data to real-time streaming and application of ML without maintaining multiple bespoke tech stacks.
• The technology stack should be accessible on-demand, with support for different platforms, programming languages, tools, and open standards compatible with your employees’ existing skill sets.

With these requirements met, you’ll be equipped to maximize your data, whether that means discerning and adapting to changing customer expectations or understanding and optimizing how your data engineers and data scientists spend their time. In coming weeks, we’ll explore aspects of the whitepaper in additional blog posts—but if you’re ready to dive in now, and to steer your tech company or startup towards success by making your data better work for you, click here to download your copy, free of charge.

At Google I/O this year, we introduced Vertex AI to bring together all our ML offerings into a single environment that lets you build and manage the lifecycle of ML projects. In a previous post, we gave you an overview of Vertex AI, sharing how it supports your entire ML workflow—from data management all the way to predictions. Today, we’ll talk a little about how to manage ML datasets with Vertex AI.

Many enterprises want to use data to make meaningful predictions that can bolster their business or help them venture into new markets. This often requires using custom machine learning models—something not every business knows how to create or use. This is where Vertex AI can help. Vertex AI provides tools for every step of the machine learning workflow—from managing data sets to different ways of training the model, evaluating, deploying, and making predictions. It also supports varying levels of ML expertise, so you don’t need to be an ML expert to use Vertex AI.https://www.youtube.com/embed/CN2X6oIlnmI?enablejsapi=1&

Types of data you can use in Vertex AI

Datasets are the first step of the machine learning lifecycle—to get started you need data, and lots of it. Vertex AI currently supports managed datasets for four data types—image, tabular, text, and videos. 

Image

Image datasets let you do:

• Image classification—Identifying items within an image.
• Object detection—Identifying the location of an item in an image
• Image segmentation—Assigning labels to pixel level regions in an image.

To ensure your model performs well in production, use training images similar to what your users will send. For example, if users are likely to send low quality images, be sure to have blurry and low resolution images in your data set. Don’t forget to include different angles, backgrounds, and resolutions. We recommend you include at least 1,000 images per label (item you want to identify), but you can always get started with 10 per label. The more examples you provide, the better your model will be.

Tabular

Tabular datasets enable you to do:

• Regression—Predicting a numerical value.
• Classification—Predicting a category associated with a particular example.
• Forecasting—Predicting the likelihood of sudden events or demands.

Tabular data sets support hundreds of columns and millions of rows. 

Text

With text datasets, you can do:

• Classification—Assigning one or more labels to an entire document.
• Entity extraction—Identifying custom text entities within a document, like “too expensive” or “great value”.
• Sentiment analysis—Identifying the overall sentiment expressed in a block of text, for example, if a customer was happy or upset or frustrated.

Video

Video datasets enable:

• Classification—Labeling entire videos, shots, or frames.
• Action recognition—Identifying clips video clips where specific actions occur.
• Object tracking—Tracking specific objects in a video.

Creating and managing datasets in Vertex AI

Now that we’ve covered the different types of data you can use, let’s shift to creating and managing those datasets. In the Cloud Console, go to Vertex AI dashboard page and click Datasets, then click Create Project.

Say you want to classify items within a set of photos. Create an image dataset and select image classification. You can import files directly from your computer, which will be stored in Cloud Storage. Then, you’ll need to add the corresponding labels (items you want to identify) for your images. If you already have labels, you can use the Import File option to import a CSV with your image URLs and their labels. If your data is not labeled and you would like human help to label it, you can use the Vertex AI data labeling service. Once the files are uploaded, you can create labels and assign them to the images. You can also analyze the images in the data set, the number of images per label, and a few other properties. 

Depending on the type of data you use, your options might vary slightly. For example, if you want to use tabular data, you could upload a CSV file from your computer, use one from Cloud Storage, or select a table from BigQuery directly. Once you select the table, the data is available for analysis.

More to come

This concludes our overview of creating and managing datasets in Vertex AI. In a future installment, we’ll go over the next phase of the machine learning workflow: building and training ML models. 

If you enjoyed this post, keep an eye out for more AI Simplified episodes on YouTube. In the meantime, here’s where you can learn more about Vertex AI.