Interview with Orange’s CTIO expressing confidence in the potential of AI and its impact

Orange CTIO Bruno Zerbib (pictured) emphasized the importance of generative AI (GenAI) to meet expectations, stating that there is a distinction between the technology discourse and the metaverse excitement of 2022.

In a rare mention of the previously hyped metaverse by a mobile executive in 2024, Zerbib believes that while GenAI is proving its worth in certain areas, there have been lackluster use cases as well.

“We learned our lesson with the metaverse two years ago,” he said, referring to the current hype surrounding the technology. “There have been cases where AI has not lived up to expectations, giving critics reason to doubt its value and necessity.”

“However, when it comes to operational efficiency, network transformation, and reimagining customer interactions, there’s no denying that AI is meeting expectations,” he added.

Speaking at Orange’s OpenTech 2024 event in Paris recently, where the operator highlighted advancements in GenAI technology, Zerbib raised concerns about the cost implications for certain AI applications, particularly noting the high cost of speech-to-speech technology.

As GenAI continues to advance, Zerbib stressed the importance of evaluating the economics of specific use cases moving forward.

“We are not blindly advocating for AI. We recognize its value, but we are also mindful of costs, responsibilities, and the potential to enhance our company,” he explained.

Environmental impact
Orange, like many others in the industry, has set environmental goals, including a commitment to achieve net zero carbon emissions by 2040. Zerbib noted that AI does not currently support these environmental objectives.

“We cannot tackle this alone; the entire ecosystem must play a role,” he emphasized, pointing to the need for AI providers to prioritize clean energy solutions.

“While some tech giants are making strides in this area, there are still concerns about reliance on nuclear energy,” Zerbib stated, expressing support for sustainable AI practices.

Regarding Orange’s use of GenAI, Zerbib emphasized a cautious approach, utilizing AI only where warranted and ensuring that human employees remain central to the company’s operations.