Back from Barcelona with sharp insights and sharper tech, Cerillion’s Product Director Brian Coombs delivers a first-hand account of how AI took centre stage at MWC 2025. But while most vendors focused on buzzwords, Cerillion put powerful, proven AI tools directly into the hands of telecom operators.
This year’s Mobile World Congress left no doubt that AI has fully arrived in the telecoms industry. A stark contrast from 2024, when AI felt more like a sideline, 2025 saw the concept embedded in nearly every product and pitch. Whether it was AI-powered, AI-driven or ‘agentic’, the messaging was relentless. In fact, some exhibitors appeared to be in a race to out-AI each other – with SK Telecom reportedly mentioning AI 32 times on their stand alone.
Yet, amidst this frenzy, Cerillion stood apart by showing how AI can tangibly transform telecom operations today. While others showcased theoretical use cases or flashy demos, Cerillion’s automated product creation from a simple screenshot continued to impress industry analysts as the benchmark for practical AI application in the sector.
It’s clear that while many vendors are still AI-washing their offerings in hope of reversing slowing growth, Cerillion is focused on genuine value. The company’s GenAI enhancements and composable Self Service platform weren’t just on display – they were in action, drawing strong interest from customers, prospects, and partners throughout the event.
Beyond AI, the show reflected deeper industry shifts. Consumer tech took a back seat this year, with fewer niche gadgets and VR experiments, and more emphasis on network hardware. Chinese vendors dominated the show floor – reportedly accounting for 30% of all exhibitors – with Huawei alone occupying the lion’s share of Hall 1.
Foldable handsets made a return, with Samsung and Huawei leading the charge. Huawei’s tri-fold model impressed with its sleekness and accessibility, contrasting with Samsung’s more cumbersome prototype. However, innovation here felt incremental rather than revolutionary.
Gadget lovers had robots to marvel at, including the increasingly agile humanoids from Unitree. Although visually impressive, the presence of a human controller behind the scenes revealed the tech still has a way to go.
One of the most promising glimpses of the future came from XPANCEO, a company developing AR/VR contact lenses. These ultra-miniaturised devices not only aim to deliver immersive digital experiences but also carry significant potential for health monitoring – analysing eye fluid for biomarkers like insulin and vitamin levels.
And of course, no modern trade show would be complete without holographic fan displays – ubiquitous this year, spinning futuristic visuals across nearly every stand.
For Cerillion, MWC 2025 was the busiest and most energising yet. The team engaged with a wave of customers and potential partners, while their GenAI demos and Self Service solutions drew enthusiastic responses. Topped off with vibrant discussion over tapas, the event marked another step forward in Cerillion’s mission to lead telcos into the AI-powered era.
Cerillion plc (LON:CER) is a leading provider of billing, charging and customer management systems with more than 20 years’ experience delivering its solutions across a broad range of industries including the telecommunications, finance, utilities and transportation sectors.
