MAM
Airtel launches customer care solution NetXpert
MUMBAI: Internet service provider Bharti Tele-Ventures has launched an automated customer support service NetXpert. The company, in association with California-based SupportSoft, has introduced the service to its DSL (digital subscriber line, a fixed broadband connection) subscribers to simplify installation and help overcome snags.
Airtel broadband subscribers in Bangalore will be the first in the country to receive NetXpert.
The NetXpert suite comprises three applications – Installer, Agent and Chat. With these, subscribers will be able to diagnose and solve problems without making calls to customer care agents. NetXpert is based on SupportSoft’s products for real-time customer support, which are used by 38 million broadband customers outside India.
Connectivity, browser and e-mail related issues are immediately resolved by NetXpert Agent, while the Installer helps subscribers install their connection without assistance. Installer also automatically detects system and network issues. It is based on SmartAccess, which allows the ISP to save on manpower as there are no longer time-consuming household visits by service technicians, states an official release.
The Chat application, based on SupportSoft’s LiveAssist, allows Airtel’s customer service representatives to chat online with up to four customers at a time. This reduces the wait time by taking recourse to a different, widespread communication medium, the release adds.
Digital
The human edge: Why creativity beats AI in communication, Starstuff Labs report
As AI floods content, human insight and originality remain irreplaceable
NEW DELHI: Artificial intelligence is cheaper, faster, and more accessible than ever, yet creativity and human judgement remain the secret sauce that machines cannot replicate.
What started as a tool for efficiency is now shaping how messages are crafted, audiences are reached, and decisions are made. But as AI-generated content multiplies, questions about quality, trust, and originality are multiplying too.
Ahead of the AI Impact Summit 2026 in New Delhi, Starstuff Labs has weighed in with The Human Edge: AI, Creativity, and the Future of Communication. The report examines how organisations are embracing AI in creative workflows, while highlighting why judgement, originality, and accountability remain distinctly human.
“Even as AI boosts speed and scale, it struggles with nuance, empathy, and cultural context. Human oversight is essential to keep content authentic,” said Starstuff Labs director Raghu Kalra. “This study explores how creatives can prepare for a future flooded by AI-generated material.”
The research draws insights from creative, psychological, corporate, and developmental professionals across the globe. One clear trend stands out: while being AI-enabled is now expected, safeguarding a unique voice and ethical judgement sets organisations apart.
With teams layering AI onto existing workflows without rethinking authorship, differentiation no longer comes from technology alone. The ability to interpret context, question outputs, and decide what is appropriate is what gives humans the edge.
Designed to be accessible for visually impaired readers, the report signals a turning point for the creative industry: in a world awash with AI, it’s not the tool but the human touch that will truly stand out.
