Orange develops AI solutions for mobile users and small businesses

Orange is evolving its digital service strategy by transitioning from rule-based chatbots to advanced AI assistants. In its mobile application, the company replaced its personified mascot, Max, with a more capable, nameless AI assistant. This decision followed research indicating that personification can raise user expectations in ways that complicate interactions as technology advances.

Additionally, Orange Polska is expanding its support for the SME sector through the 'Cyfrowa Firma' platform. This initiative provides small business owners with four specialized AI digital workers designed to handle repetitive administrative tasks, documentation, and information organization. The move aims to address the high administrative burden reported by 83% of SME entrepreneurs.