This transformation began with a bold directive from the CEO of a major wireless brand: embed AI across the business to drive scale, efficiency, and customer engagement. At the heart of this vision was the reinvention of their Next Best Action (NBA) capability—a critical system for delivering real-time, personalized experiences. Previous consulting attempts had failed to create momentum, so our program was engaged to architect and deploy a next-generation NBA ecosystem, bringing together AI, data science, generative AI, and operational delivery to turn strategy into measurable impact.