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Orange is one of Europe

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and Africa's leading
telecommunications brands,

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and we recently launched an
ambitious data and AI program

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to personalize our marketing activities

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using artificial
intelligence as a key lever

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to accelerate our transformation.

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We needed to solve a key challenge:

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how to promote the right product

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to the right customer at the right time

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across a wide variety of
customizable products and services.

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With the support of BCG,
we transformed our thinking

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from product-centric to
customer-centric strategies.

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We established an AI-powered
automated marketing ecosystem

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that has driven a 6%
increase in existing sales

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by offering the most
relevant product offer

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to each customer across all channels.

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To do this, first, we built
a customer 360 data platform,

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leveraging all available customers' data,

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and then we proceeded to
sequentially integrate the data

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with a focus on data
that could be discovered.

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With BCG X, we developed an AI factory

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with advanced machine learning
operation capabilities

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to enable rapid scaling
of more than 50 individual

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AI propensity models updated daily;

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responsive AI support
to explain each model

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for each data level in production;

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advanced optimizers to
transform predictions

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into campaign decisions,

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taking into account
business input at scale;

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data connectors to support
real-time data updates

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with shared quality controls;

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and an integrated feedback loop allowing

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for gradual improvements over time

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based on previous interactions.

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We've reimagined our approach
to individualized marketing

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by automating personalized
recommendations

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and taking the guesswork
out of content creation.

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Using the AI factory and custom
automated learning engine,

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we built three custom optimizers

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that recommend the next best action

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based on the business specificities,

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and objectives of each key channel.

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For direct marketing,

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instead of choosing the right bunch

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of customers for each campaign,

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we focus on sending each
customer the text messages

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or emails that are most likely
to pique their interest.

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Automating the process also allows us

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to massively increase the
volume of campaigns we send

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and the number of customers we reach.

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On our website, we adapt the content

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of web displays according

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to each incoming customer's
likelihood to purchase it.

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And on our physical channels,
we highlight customers

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with a strong appetite for an
offer in the user interface

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to help our advisors adapt their upsell

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and cross-sale speeches in real time.

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The process of co-creating
the solution with BCG

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gathered the methodology, tools, and skills

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to support our data and AI transformation.

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We conducted a collaborative

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and agile process to co-develop,

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continuously improving
machine learning algorithms

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and to build an integrated
end-to-end recommendation system

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activated through our existing tools

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in all our activation channels.

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We also created data quality
solutions, all fully integrated

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into Orange's technology ecosystem,

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leveraging our ongoing move to cloud.

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BCG and BCG X's blend of expertise

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in telco, marketing, data engineering,

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and data science, enabled us
to deliver value efficiently

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and quickly, while enabling
our teams to acquire new skills

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and adopt new ways of working.

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We started this project

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with five to seven full-time
employees per use case,

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and the program now includes
150 full-time employees.

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Thanks to the support of BCG and BCG X,

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this bold transformation
where we thought big

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and thought business first from the start

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has demonstrated a significant impact.

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We have seen a 6% increase
in existing client upsell

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and cross-sell across both
digital channels and store.

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And we are just getting started.

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We are expanding our approach
to personalized offers

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down to the individual price tiers

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and product features,
and reduce client churn.