The Rise of RCS and the Top 3 AI Trends from MWC 2025

The Rise of RCS and the Top 3 AI Trends from MWC 2025

AI is everywhere, and MWC 2025 was no exception. So, how do you cut through the noise and separate the hype from the trends that are here to stay? We’ve got you covered. From generative AI breakthroughs to ethical considerations and the future of autonomous systems, we’ll highlight the top three AI trends that stole the show.

But first, Rich Communications Services (RCS) was more prominent than ever this year at the Gran Fira, and with good reason. On March 13, 2025, GSMA just published their latest update to the RCS Universal Profile, a single, industry-agreed set of features and technical enablers developed to simplify product development and deployment. What does this mean for service providers?

The Rise of RCS

If you use an iPhone with iOS18 or an Android as of September 2024, congratulations! RCS messaging is supported on your device (provided your carrier supports it). RCS is a messaging protocol that offers rich chat features, such as video, multi-media web pages, group chats and typing indicators.

GSMA is pioneering the standardization of industry specifications for RCS, and on March 13, 2025, they just released their RCS Universal Profile 3.0. According to GSMA, “this specification defines the service experience and user experience for the features that are part of RCS.” This version details the requirements for end-to-end encryption. 

On March 4, 2025 at MWC, KredosAi announced our advanced RCS capabilities. By embedding RCS into the platform, enterprises can reach their customers on their preferred platform with highly personalized messages and calls to action that follow GSMA’s Universal Profile. This ensures KredosAi is delivering the same consistent and advanced messaging experience as operators, OEMs and OS providers. 

During our executive briefing with GSMA at MWC, they endorsed our strategy for embedding RCS into our platform, enabling service providers to provide a rich, hyper-personalized experience to their customers that drives them to take desired actions.

Top 3 AI Trends at MWC

1. GenAI is More Personalized Than Ever

Generative AI once again proved its dominance by transforming how businesses not only optimize internal processes and workflows at scale, but by showcasing how personalized customer experiences are becoming next level. GenAI is helping companies open up new revenue streams with hyper-personalized communications, intelligent customer self-service and predictive analytics that arms contact center agents with information about why a customer is calling before they even connect the call. 

Why It Matters
GenAI is not just a trend. It’s becoming a core driver of innovation. Its ability to deliver personalized customer journeys helps improve business outcomes positions it as a key tool for organizations to stay competitive.

2. Responsible AI for Ethical Growth

With the expanded use of AI comes the increasing need for ethical practices. Responsible AI was a major theme this year, focusing on transparency, accountability, and fairness in AI applications. Discussions at MWC emphasized frameworks for developing AI systems that avoid biases, enhance trust, and uphold ethical standards, ensuring technology serves everyone equitably.

Why It Matters
Responsible development of AI is necessary to maintain public confidence in the technology and to prevent harm as a result of its use. The push for stronger governance and ethical benchmarks shows a commitment to using AI as a force for good in the connectivity space.

3. Agentive AI is the Next Frontier

This year, Agentive AI raced to the front as one of the leading innovations at MWC. AI agents are being designed to anticipate user needs and take proactive actions, redefining how automation can be used to improve business outcomes and drive process efficiencies. Will roles be replaced by AI in the near term? Probably not. But repetitive tasks no longer need human intervention and can be done by AI agents. It’s also optimizing the work contact center agents are doing, allowing them to become more efficient and reducing average call handle times, which helps with maintaining loyalty and improving CSAT. 

Why It Matters
Agentive AI is relatively easy for companies to implement. This isn’t your grandfather’s chat bot. Companies implementing Agentive AI will see almost immediate efficiencies and time savings allowing them to focus on more complex initiatives. 

How KredosAi Uses AI

AI has been embedded in our core platform since its inception. We use AI to rapidly learn from actual customer payment behavior, which means we know what strategies get your customers to take action when they find themselves past due. Human-centric AI is what works when customers fall behind on their bills. Rather than off-putting static messages, our AI model analyzes how many days delinquent the customer is and develops highly personalized messages that make it easy for customers to pay their bills or make future arrangements. We know being treated like more than just a number with the right message at the right time goes miles in terms of loyalty, retention and pulling past due payments forward for our customers. Read more about how our solution works here.

Final Takeaway

The AI landscape showcased at MWC 2025 demonstrates that if you aren’t using AI now you’re not too late, but if you don’t start now you might miss the boat. There is a clear focus on how AI can improve customer experiences, and more progressive companies are implementing AI to become more efficient. In response, ethical standards for the use of AI will help ensure that companies implementing AI initiatives do so responsibly. Companies should be putting a plan in place now for how, where and when they will implement AI over the next year in order to remain competitive.