Serving mid-market B2B customers – enterprises with 50-1,000 employees – is a challenge for CSPs. Such customers demand the same level of flexibility and agility as large enterprises, but the approach taken with the largest customers – which often entail manual processes to create bespoke offers – cannot be profitably scaled. This situation only becomes more of a challenge as CSPs look to grow their presence in the B2B space, monetizing advanced network capabilities and bundling partner products and services in order to create tailored solutions for enterprises. The answer to this comes through a generative-AI enhanced lead-to-care process to pivot from a human-agent driven engagement to a customer led journey empowered by Generative AI. GAI agents will enable customers to find relevant products using semantic search, creating customized solutions that meet their specific business requirements, budgets and timelines. These GAI agents will be supported by catalog-driven CPQ, which will enable configuration and rules validation and support seamless end-to-end journeys. This Catalyst could also look at how AI Agents can be implemented using an “AI Factory” approach, which gives CSPs access to the infrastructure and services needed to adopt and deploy AI at scale, quickly and accurately -- details TBC.