AI in BSS/OSS: Building Smarter, Media-Ready Telecom Networks

Telecom and media services are converging like never before. The traditional telecom operator is no longer just about connectivity — it’s now about content delivery, personalized streaming experiences, and agile service bundling. This evolution, driven by the explosive growth of OTT platforms and the increasing demand for seamless user experiences, is reshaping how operators think about their foundational systems: Business Support Systems (BSS) and Operational Support Systems (OSS).

At the forefront of this shift are innovations in Artificial Intelligence (AI) and Generative AI (Gen-AI), unlocking entirely new levels of operational efficiency, customer personalization, and revenue opportunities. Companies like Backscreen — an OTT platform provider and a daughter organization of Tet, a major telecom player in the Baltics — are part of this wave, helping to define how the future of streaming and broadcasting will unfold. Meanwhile, telecom providers like Tet are taking steps toward adopting AI-driven BSS/OSS solutions, aiming to deliver more advanced media and network experiences to their customers, with support from subsidiaries like Backscreen.

In this article, we explore six key questions shaping the future of AI-enabled BSS/OSS in the age of streaming and content-driven telecom services.

Why are service providers reimagining their BSS/OSS foundations?

The lines between telecommunications and media have blurred. Service providers are increasingly bundling digital services such as IPTV, OTT subscriptions, and video streaming packages, effectively positioning themselves as media companies.

However, traditional OSS/BSS architectures were never designed for such dynamic and customer-centric operations. They struggle with demands like:

• Personalized content bundles,
• Flexible billing across AVOD, SVOD, and hybrid models,
• Real-time media usage tracking and network optimization.

AI brings the intelligence and flexibility needed to bridge this gap. According to Grand View Research, the global next-generation OSS and BSS market is expected to grow at a CAGR of 13.3% between 2024 and 2030, driven largely by telecom-media convergence.

For telecom innovators like Tet, modernizing BSS/OSS systems is no longer optional — it's critical. The same holds true for media specialists like Backscreen, who must integrate seamlessly with evolving operator ecosystems to ensure flawless content distribution.

Convergence is no longer a future vision — it’s the new business model.

How is AI transforming BSS/OSS in the age of streaming and content-driven experiences?

AI is not just automating backend processes — it's transforming how service providers operate, from network core to customer experience.

In OSS (Operational Support Systems):

• Predictive Network Management: AI anticipates congestion and dynamically optimizes traffic for video delivery.
• Automated Issue Resolution: Faults are identified and fixed in real time, minimizing downtime.
• Content Delivery Optimization: AI ensures smooth streaming for OTT providers like Backscreen across diverse networks.

In BSS (Business Support Systems):

• Personalized Offers and Bundles: AI dynamically tailors content packages based on user preferences.
• Flexible Monetization Models: AI enables complex billing strategies across subscription, ad-based, and hybrid models.
• Intelligent Customer Profiling: Hyper-targeted marketing drives higher ARPU (Average Revenue Per User).

Solutions like Ericsson’s Telco IT AI Apps demonstrate how cloud-native AI applications are revolutionizing everything from monetization to service orchestration.

What does AI-enabled BSS/OSS look like for hybrid service providers?

Hybrid service providers operating across telecom and media need AI-enabled BSS/OSS to stay agile.

Real-world examples include:

• A telecom bundling third-party OTT services (e.g., Netflix, Disney+) and using AI for smart upsell offers.
• An OTT platform like Backscreen using AI to deliver hyper-targeted ads and content recommendations.
• Tet actively enhancing its IPTV and broadband offerings and establishing an AI development department, indicating a strategic focus on leveraging AI technologies to improve service quality and customer experience.

Key business outcomes:

• Faster time-to-market for new offerings,
• Reduced churn through personalized engagement,
• Increased lifetime value by anticipating user needs dynamically.

Cross-layer intelligence — connecting network operations with customer experiences — is becoming non-negotiable for success.

What’s holding providers back from this transformation — and how can they accelerate it?

Despite the benefits, several barriers are slowing AI adoption:

• Legacy infrastructure: Old systems lack real-time capabilities.
• Siloed operations: Lack of integration across IT, network, and marketing teams.
• Data fragmentation: AI needs unified, clean data estates.
• Skills gaps: Expertise in AI, ML, and data analytics is limited.

How to overcome them?

• Start small: Implement AI in targeted areas like predictive maintenance or chatbots.
• Adopt cloud-native, API-first OSS/BSS architectures.
• Build cross-functional teams blending technical and business expertise.
• Partner with AI-native companies to bridge skills and innovation gaps.

Tet, with strategic support from Backscreen, is moving in this direction — focusing on modernizing its infrastructure and expanding its media capabilities while building partnerships to support future innovation.

Why is AI-Powered BSS/OSS critical for the future of media-rich services?

As 5G deployments accelerate, telcos and media companies must innovate rapidly. AI-powered BSS/OSS systems are now fundamental for:

• Personalized content commerce: Offering dynamic, user-centric service models.
• Edge streaming optimization: Pushing content closer to users for better experiences.
• Operational excellence: Real-time monitoring and proactive support reduce costs.
• Rapid innovation: Fast rollout of new services like VR, gaming bundles, and real-time event streaming.

According to Business Wire, the global next-gen OSS/BSS market could hit $109 billion by 2030, largely fueled by AI.

Backscreen, backed by Tet’s telecom expertise, with its dynamic OTT platform solutions, helps providers navigate this transition.

How will generative AI further redefine BSS/OSS capabilities?

Generative AI (Gen-AI) is set to push BSS/OSS evolution even further by enabling:

• Dynamic service creation: Gen-AI can auto-generate new service bundles, pricing strategies, and personalized promotions in real time.
• Conversational interfaces: Intelligent, natural language-driven self-service portals for customers, reducing call center loads.
• Predictive insights at scale: Beyond analyzing existing data, Gen-AI models can simulate future customer behaviors and network usage patterns for strategic planning.
• Content curation and personalization: In media, Gen-AI helps create ultra-targeted recommendations, dynamically edit trailers, or even personalize content intros.

Companies like Backscreen and telecom operators like Tet are beginning to experiment with Gen-AI not only for operational automation but also for creative service innovation.

In short, Gen-AI transforms BSS/OSS from reactive systems into predictive, proactive business engines — essential for the future of content-rich, user-driven telecom.

Embracing the new era of streaming, telecom, and AI

The future of telecommunications and media is a unified, customer-centric ecosystem, powered by AI, driven by data, and delivered through next-generation OSS/BSS.

Operators like Tet are leading the way, showing how AI can redefine customer experience, unlock new revenue streams, and build lasting brand loyalty. Platform providers like Backscreen, as part of the Tet family, are helping enable this transformation by ensuring content delivery remains seamless, intelligent, and personalized.

For every service provider aiming to thrive in the era of media-rich services, the message is clear: the time to modernize is now. Those who treat BSS/OSS not as back-end infrastructure but as strategic AI-powered platforms will define the next generation of telecom-media innovation.