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[London, United Kingdom, December 12, 2025] At the 13th annual Global Telecoms (Glotel) Awards, Huawei earned the BSS/OSS Modernization Excellence Award with Safaricom Kenya, the Delighting the Customer Award with Telkomsel, and Highly Commended of Security Solution of the Year with China Mobile.

Hosted by Telecoms.com — Informa’s telecom industry media title — Glotel recognizes companies that make outstanding contributions to the evolution and transformation of the communications industry. The awards are a testament to Huawei’s and its partners’ innovation and business achievements in the intelligent operations landscape.

AI is becoming the driving force for intelligence in the OSS/BSS (Operations Support System/Business Support System) domain of operators. Safaricom partnered with Huawei to pioneer an AI-powered Idea-to-Cash (I2C) platform based on a CBS (Convergent Billing System). Leveraging generative AI models and asset accumulation in the telecom domain, I2C automates data-driven offer design, instant configuration and hyper-personalized marketing, using natural language commands. I2C has significantly improved the agility of services，shortened Time-to-market (TTM) from months to days, achieved 90% higher configuration accuracy than using manual configuration, conversion rates doubled compared to traditional campaigns, and resulted in significant ARPU growth on I2C-created offers. Moreover, I2C advances digital inclusion, identifies underserved users, and provides tailored solutions like data validity extensions and complimentary bundles.

In Indonesia’s competitive market, with 356 million mobile network connections and 125% mobile penetration, Telkomsel partnered with Huawei on AI-Augmented Digital Twins project. Leveraging Spatio-Temporal Digital Twin and LLM capabilities, Telkomsel enabled real-time OSS/BSS orchestration with Self-X functions for dynamic NPS (Net-Promoter-Score) monitoring, creating the industry’s first digital NPS measurement to integrate Network, Service, and Product NPS. The initiative delivered a 15% NPS uplift, 22% data usage increase through enhanced QoE (Quality-of-Experience), and 1.5% ARPU (Average-Revenue-Per-User) growth, driving significant revenue gains, demonstrating a pioneering new means of experience monetization.

Huawei and China Mobile built an intelligent operation and control capability for AI+BOSS, covering pre-event prevention, in-event control, and post-event auditing. We also developed and deployed a comprehensive “AI + Data Security” protection solution to enhance the overall data lifecycle security protection capabilities across the entire network, achieving data that is perceivable, controllable, visible, and traceable. Through this solution, China Mobile has achieved significant achievement in pre-event with sensitive-data classification and identification accuracy exceeds 99%, in-event with risk analysis completed within 30 seconds for normal operations and 12 seconds for high-risk operations, and in post-event with auditing efficiency improved by 95%.

With the rapid development of AI, intelligence operations have been integrated in the whole process of operators’ value chain, Huawei Services & Software is committed to working with global operators to actively embrace the new opportunities brought by intelligence. We aim to enhance business automation and deliver an exceptional user experience across more value scenarios along the user journey, jointly creating a path toward fully intelligent operations and unlocking new growth.

100% AI-generated campaign showcasing the power of agentic commerce to transform business operations

PARIS & BOSTON – December 12, 2025 – Mirakl, the leading provider of eCommerce software solutions, today announced the launch of its first-ever advertising campaign, ‘Santa Quits’, a groundbreaking 60-second holiday film that is 100% AI-generated. Created in collaboration with AiCandy, Australia’s first fully AI-powered creative production company, the campaign marks Mirakl’s bold entry into brand advertising while demonstrating the transformative potential of AI in both commerce and creativity.

The campaign can be viewed here.

The campaign arrives at a pivotal moment as the eCommerce industry stands on the brink of its next major evolution: agentic commerce, where AI agents autonomously handle product discovery, comparison, and purchasing on behalf of consumers and businesses.

The lighthearted narrative carries a powerful business message: even the most established operations need modern infrastructure to meet today’s impossible expectations. Just as Santa couldn’t manage Christmas alone, businesses need AI-powered platforms to scale operations, optimize complex workflows, and deliver seamless customer experiences.

The choice to create an entirely AI-generated campaign reflects Mirakl’s commitment to innovation and its position at the intersection of AI and commerce. The campaign spotlights Mirakl Nexus, the company’s infrastructure designed to power agentic commerce.

“This campaign represents a milestone for Mirakl, not just as our first advertising effort, but as a statement about who we are as a company,” said Hugo Weber, Vice-President of Mirakl. “We chose to create a 100% AI-generated film because we don’t just talk about innovation, we embody it. Just as we help the world’s leading enterprises harness AI to transform their commerce operations, we’ve used AI to reimagine how we tell our own story. It’s bold and it reflects the same pioneering spirit we bring to solving our customers’ most complex challenges.“

Santa Quits’ will run globally across digital and social channels throughout the 2025 holiday season. The campaign features three core activations: LinkedIn sponsored video targeting enterprise decision-makers, programmatic media placements on leading technology publications (with a business, tech and retail focus), and YouTube pre-roll ads appearing alongside agentic commerce and AI automation content.The 60-second film was strategically timed for release in the final days before Christmas, reinforcing the narrative that Mirakl’s platform helps solve seemingly impossible challenges with moments to spare.

Models used : Veo, Kling, Runway, Sora, Seedance, Suno and Topaz

Executive Producers: Hugo Weber & Romain Séchan (Mirakl)

Creative & AI Production: AiCandy, Australia

AiCandy, Head of Creative: Marcus Tesoriero

AiCandy, Head of Production: Kent Boswell

AiCandy, AI Film Director: Dr Machakil

Sound Designer: Matt Perrott (Mighty Sound)

Colourist: Keiran Lee

Media Agency: SPN part of Cosmo5

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About Mirakl

Mirakl is the leading provider of eCommerce software solutions. Mirakl’s suite of solutions provides enterprises with a transformative way to drive significant growth and efficiency in their online business.

Since 2012, Mirakl has been pioneering the platform economy, empowering retail and B2B enterprises with the most advanced, secure and scalable technology to digitize and expand product assortment through marketplace and dropship, improve efficiency in supplier catalog management and payments, personalize shopping experiences, and boost profits through retail media.

Mirakl is trusted by Airbus, Best Buy, Decathlon, Macy’s, Ulta and 450+ industry-leading businesses worldwide. For more information: www.mirakl.com.

Media Contact

Press@mirakl.com