U Mobile 构建智能客服中心

U Mobile, Malaysia’s newest 5G network provider, has always run its telco operations lean, doing more with less through continuous automation.

When new AI capabilities became available, U Mobile explored how to enhance operational efficiency beyond basic productivity gains. The real opportunity was further upstream, in how operations teams diagnose and resolve problems in the first place.

The same lean operating discipline shaped the foundation for AiDaH: not a one-off technology initiative, but the next step in a long-running journey to simplify operations and scale capability without adding complexity.

When a subscriber can’t purchase a data add-on, resolving it isn’t a single problem. It’s a coordination problem. A customer service agent needs to pull interface logs for error codes.

The same agent must then query business support system APIs for subscriber eligibility, and cross-reference internal knowledge bases for applicable business policies. All of that happens across multiple systems, before drafting a single word of response.

And when that fails, the ticket escalates to backend IT teams and the subscriber waits even longer. Traditional automation tools can help agents write better responses.

What they can’t do is navigate multiple systems, analyze the results, and propose corrective action. Closing that gap takes an agentic architecture built on Amazon Bedrock AgentCore. U Mobile’s Information Systems Division (ISD) built exactly that.

Working with AWS and AWS Partner Axrail, they created AiDaH, the AI-Driven Agentic Helpdesk, on Amazon Bedrock AgentCore, a platform to build, connect, and optimize agents at scale, with any framework or model. Two capabilities decided the choice.

The managed agent runtime meant there was no agent infrastructure to operate. Built-in memory carried conversational context across turns without standing up a separate state store.

Within a year of starting the journey, AiDaH handles over 150 documented operational scenarios across six business divisions. U Mobile’s internal measurements show trouble ticket volumes falling by up to 84.5 percent in key categories.

The problem: Too many systems, too much friction U Mobile’s IT landscape reflects the complexity typical of modern telecommunications: business support and customer relationship management systems, mobile number portability platforms, big data analytics, and infrastructure monitoring tools, running hybrid across on-premises and cloud.

Before AiDaH, this fragmentation meant that even routine diagnoses required manually checking logs, querying subscriber eligibility, and consulting knowledge bases for business policies, across separate systems and portals.

Each lookup was a context switch, each context switch was time lost, and each unresolved query became an escalation to a backend IT team.

Expanding coverage to additional operational domains compounded the problem, because every new system typically required a bespoke integration. The ISD team’s strategy rested on three pillars. Reach: agents that coordinate across backend systems in real time.

Depth: chain-of-thought reasoning for multi-step root cause analysis. Community: a secure multi-tenant framework with role-based access control and built-in guardrails, available to every division.

The journey: From knowledge base to agentic platform AiDaH started with a principle: think big, start small.

U Mobile began conceptualization in late 2025 with two pilot agents and Amazon Bedrock Knowledge Bases, a fully managed Retrieval Augmented Generation (RAG) capability.

A Q1 2026 pilot brought the internal IT helpdesk online with 4 agents and 20 operational scenarios. Through 2026 the platform hardened and expanded, adding three-tier routing and reaching 6 agents by mid-year.