The Circles case: how a telecom operator personalized services with OpenAI technology

OpenAI published the case of Circles, a telecom company that rebuilt customer service around AI. Instead of identical tariffs and support scripts, the operator analyzes each subscriber's behavior and tailors offers to their actual usage; support answers with the customer's full history in view rather than starting every conversation from scratch.

Telecom is a telling industry: millions of customers, oceans of data, and retaining a subscriber costs several times less than acquiring a new one. But the mechanic itself — "look at the customer's actual behavior and offer what they specifically need" — does not require millions of subscribers. It only needs an accumulated history of purchases and requests, plus a tool that can read it fast.

Most Kazakhstani companies already have that history — in Bitrix24 or amoCRM, where deals and correspondence have piled up for years. Typically a few percent of that data gets used: a manager opens the card when the client calls. Plugging an AI agent into the CRM flips the scheme: the agent itself notices a client has gone quiet, a contract is due for renewal, or a request resembles last year's — and prompts the manager's next step. That is exactly how agents work in 1Cifer through the CRM link: personalization turns from a giants-only project into a configuration option.