NTCA–The Rural Broadband Association has released a white paper that looks at the challenges and potential benefits of artificial intelligence (AI) for rural broadband providers.
After providing a background on what precisely AI is, the white paper takes a deep dive into the technology’s use for rural broadband companies (which it groups with small businesses).
There are four main categories: network management, maintenance/repairs, customer service, and cybersecurity.
AI platforms are extremely flexible and offer benefits in a variety of broad categories. For instance, AI can troubleshoot basic issues and/or schedule repairs, find malware, isolate infected systems, trigger the appropriate remediation process, manage network performance, analyze data for customer and prospect personalization, track customer sentiments, and identify upsell opportunities.
In general, the technology can take on lower-level tasks and enable staffers to deal with issues that, for whatever reason, need the human touch.
The white paper, titled “AI Applications for Rural Broadband Providers,” suggests AI tasks that are appropriate for rural broadband providers. They include management of inventory and automation of ordering processes, creation of marketing and social media content, and assistance with administrative functions.
Large language modules (LLMs) can perform “sentiment analysis,” which includes customer feedback and reviews, monitoring of online social media, analysis of markets, and tracking of public opinion.
In the HR department, AI can screen resumes and social media in the recruitment and hiring phase. The white paper raises a yellow flag: AI should be managed carefully to ensure that it does not introduce algorithmic bias into the hiring process. More generally, close management is important to ensure that copyrighted material or other intellectual capital are not used inappropriately.
Questions for Rural Providers to Ask
The paper cautions potential rural broadband users to be aware of training and implementation costs. There are six questions that must be considered:
- What is the cost?
- Will it replace human workers, or enable them to focus on more complex tasks?
- What level of human review will be necessary to ensure proper use of AI-generated content?
- Will AI increase cybersecurity costs?
- Will AI only serve back-office functions, or will it be integrated into customer-facing operations?
- Will AI enhance customer experiences or discourage those who don’t enjoy computer-based interactions?
The white paper offers an example of the risk/reward of AI in five instances: information distribution; helping consumers find dining and recreation venues; autonomous vehicles; medical diagnoses; and the possibility that AI “escapes its creator’s control as it surpasses human intelligence.”
In each case, there are legitimate concerns and benefits. For instance, the concern that self-driving vehicles can cause deadly accidents is counterbalanced by the expectation that these vehicles’ faster response times can prevent accidents. Another example: If data processing is flawed, AI can lead to inaccurate diagnoses. By the same token, however, AI can detect subtle indicators of disease that likely would be overlooked by humans.
Broadband Providers Should Roll AI Out Gradually
The paper suggests three-level planning for introducing AI.
- Individual task automation: summarizing long email chains and generating social media and marketing content.
- Team-based automation and insight: transcribing and summarizing meeting notes with action items.
- The highest-level integration of AI systems: generating insights from usage data or surveys, coordinating campaign calendars, and performance tracking.
“AI represents both an opportunity and a challenge for rural broadband providers and the communities they serve,” wrote Joshua Seidemann, NTCA’s vice president for policy and industry innovation and the white paper’s author.
“By understanding the capabilities and potential applications for AI technologies, rural ISPs can implement these tools to enhance operations, improve customer service and strengthen their competitive position. While concerns about data security and workforce impacts are valid, a thoughtful approach to AI adoption — guided by appropriate policies and best practices — can help rural providers navigate these challenges successfully.”
The public face of AI is exciting and, in many cases, frightening. The reality is a bit more mundane. AI is likely to be used to take rote and repetitive tasks out of the hands of humans–at least for now.
In June, Telecompetitor spoke with Render Networks’ CEO Stephen Rose. Rose said that AI should not be used solely for the sake of doing so. Instead, it should be implemented when it is justified. He cited the technology’s role in broadband construction management platforms as an example of where AI can provide value.
Because AI is very data intensive, the data center ecosystem is bulking up accordingly. This week, for instance, both Lumen and DartPoints, a smaller player, announced expansions.
