Tuesday 9 June, 2026
GSMA Member Humara, the only hyper-specialised AI sales agent purpose-built for the Telecommunications sector, has been recognised as an award-winning AI product at the Artificial Intelligence Excellence Awards.
Setting a new standard for AI in Telco
The Artificial Intelligence Excellence Awards, hosted by the Business Intelligence Group, honour organisations that leverage AI to deliver real, measurable results. This year’s winners were chosen for their ability to demonstrate tangible business impact, and Humara was proud to be recognised among such innovative leaders.
Humara stood out for its deep vertical specialisation. By combining Telco expertise with advanced sales psychology, Humara is redefining what domain-specific AI can achieve, setting a new benchmark for excellence in AI sales.
Humara has been built to solve the consumer challenge of making confident purchase decisions in the face of the proposition complexity typically seen in Telecoms. The Humara AI sales agent goes far beyond basic scripts or reactive responses. Humara leads proactive, consultative sales conversations. It expertly simplifies complex packages like phones and service plans, handles objections, and naturally identifies opportunities to cross-sell and upsell – just like a top-tier human agent. By building genuine rapport, Humara is transforming the way Telco brands engage with their online customers.
“Winning this award validates our belief that AI in complex industries needs to be purpose-built,” said Tom Cox, CEO & Founder of Humara. “We engineered Humara to solve the challenge of Telco digital sales, and that focus is driving measurable revenue impact for our customers.”
What the judges said
The judges highlighted both Humara’s technical approach and its commercial results:
“Humara’s impressive commercial metrics and clear technical ambition stood out. This is what domain-specific AI should look like in practice.”
“Rather than applying a generic chatbot to a complex industry, the solution is built on deep vertical specialisation and delivers tangible results.”
“Humara shows measurable improvements in conversion rates, cross-sell performance, and customer satisfaction, while demonstrating a thoughtful approach to regulatory requirements in high-stakes environments.”
The era of agentic AI in Telecoms
According to the Business Intelligence Group, the overarching theme of the 2026 awards was accountability and the rise of true agentic AI.
“The 2026 AI Excellence Award winners are not talking about AI. They are building with it,” said Russ Fordyce, Chief Recognition Officer at the Business Intelligence Group. “What stood out this year was the sheer accountability of the work. These are organisations and individuals who can point to measurable outcomes – lives protected, fraud prevented, patients helped, workflows transformed. Agentic AI emerged as the dominant theme, which tells you something important: the industry has moved past prompts and pilots. The winners are now orchestrating AI systems that act, adapt, and deliver at scale.”
Humara’s win highlights a major shift in the AI landscape, where specialised, industry-specific solutions are delivering powerful commercial results while prioritising safety and compliance.
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