On the eve of MWC Barcelona 2026, Huawei unveiled its vision for Service Intelligence of Mobile Broadband (MBB), a transformative concept aimed at accelerating the evolution of telecom services from enhanced connectivity to fully intelligent, user-centric services.
The initiative reflects Huawei’s broader ambition to help operators transition toward the 6G era, where service models will shift from “people accessing the Internet” to “intelligent network agents proactively serving people on demand.”
From Enhanced Connectivity to Intelligent Services
As mobile networks evolve beyond 5G and 5G-Advanced, Huawei believes the next growth opportunity lies not only in faster speeds but in service intelligence powered by artificial intelligence.
Operators have already begun integrating AI into their core business areas, achieving measurable improvements in user experience and revenue potential.
AI in Home Entertainment
In home entertainment scenarios, AI-powered viewing assistants use voiceprint recognition to identify individual users and recommend personalized content based on viewing habits and preferences. This makes content discovery more intuitive and enhances user engagement, strengthening customer loyalty.
AI-Enhanced Voice Calls
In voice communications, AI-driven noise suppression technologies can distinguish between environmental sounds such as stadium cheers, wind or traffic noise and human speech. By reducing background noise from 80 decibels to 40 decibels, equivalent to the quiet of a library, operators can deliver significantly clearer and more natural voice experiences.
Intelligent Mobile Internet Experience
In mobile internet services, AI enables differentiated experience assurance based on user segments and service types. With second-level Quality of Experience identification and instant activation of user subscription logos, operators can ensure smoother connectivity and more reliable performance.
These intelligent service enhancements improve interaction methods and user satisfaction while helping operators drive sustainable service revenue growth.
Three New 6G-Oriented Service Models
To accelerate the journey toward 6G, Huawei has proposed three forward-looking service models designed to reshape mobile broadband in the AI era.
1. Immersive Communication
Immersive communication integrates multimodal generative AI with augmented reality devices to create a realistic “face-to-face” interaction experience, even when participants are physically distant. Users can also interact with digital humans in virtual environments, breaking physical boundaries and enabling next-generation communication scenarios.
2. Computing-Network Synergy
By offloading computing power from devices to the network, computing-network synergy enables lightweight yet intelligent terminal devices. This architecture supports diverse service scenarios while reducing device complexity, offering scalable performance for AI-intensive applications.
3. Personal Service Agents
Huawei envisions network-native personal service agents built on generative digital user profiles. These secure and trustworthy digital assistants can understand user intent and proactively deliver personalized services. This marks a transition toward truly human-centric intelligent networks.
AI as a Catalyst for Telecom Growth
Artificial intelligence is emerging as a strategic growth engine for telecom operators. Huawei positions Service Intelligence as a practical path for expanding service boundaries and unlocking new monetization opportunities.
As the industry prepares for 6G, service intelligence is expected to become a defining characteristic of next-generation mobile broadband. Huawei plans to continue collaborating with global operators and partners to explore intelligent MBB scenarios, supporting the evolution from traditional connectivity models to intelligent network agents that proactively serve users on demand. By redefining mobile broadband through AI-driven service innovation, Huawei aims to help operators seize new opportunities in the intelligent era and shape the foundation for 6G-enabled digital ecosystems.