Celebrated for its service delivery through artificial intelligence in 2025, Vodafone secured the Best Use of AI in Customer Experience award at the Irish CX Impact Awards 2025, recognised for deploying a comprehensive AI strategy that transformed both automated and agent-assisted customer interactions at scale.

The TOBi & Beyond initiative combines an AI-powered voice and chat assistant with generative AI tools that support live agents, creating a layered service model that dramatically improved response times and first-contact resolution rates.

Backed by powerful performance metrics and strong customer feedback, the programme represents a clear demonstration of how AI can operate simultaneously across automation and human-assisted channels to deliver consistent, measurable improvements in service quality.

"The judges recognised this entrant for its groundbreaking use of AI to revolutionise Vodafone's customer experience. TOBi, the AI-powered voice and chat assistant, along with GenAI supporting agents, has dramatically improved response times and resolution rates, setting a new benchmark in service excellence. With powerful metrics, glowing customer feedback, and a bold roadmap for the future, TOBi & Beyond showcases how AI is transforming both automation and agent performance, delivering exceptional results," the judging panel said, praising the depth and ambition of the entry.

Vodafone's win reflects the rising standards of the Irish CX Impact Awards, where organisations are increasingly expected to demonstrate AI integration that drives quantifiable outcomes rather than incremental gains. The programme illustrates how strategic investment in both technology infrastructure and agent enablement creates compounding improvements across the entire customer experience.

As the 2026 cycle approaches, the question for Ireland's CX community is clear: who will push AI-powered service delivery further and define the next standard for intelligent, human-centred customer engagement?

Visit the official awards website to explore past winners, review award categories, and subscribe to the newsletter for updates and insights into Ireland's customer experience landscape.