For consumers, the next phase of telecom bundling promises more than entertainment as it will bring advanced AI tools directly to their phones.
From generative search and image creation to document analysis and professional-grade assistance, users are now gaining access to premium AI platforms once available only through paid subscriptions.
This marks a shift in how telcos are defining value: it’s no longer just through free data or OTT perks, but through powerful AI-driven productivity tools that could reshape everyday digital experiences.
Reliance Jio was the latest to enter this race last week, announcing a partnership with Google to offer its users 18 months of free access to the AI Pro plan, valued at Rs 35,100 per person. The offer includes access to Google’s Gemini 2.5 Pro model via the Gemini app, enhanced image and video generation through Nano Banana and Veo 3.1, expanded research support through Notebook LM, and 2 TB of cloud storage. The plan is initially targeted at users aged 18–25 years on unlimited 5G packs.
Around the same time, OpenAI independently announced a one-year free access plan for ChatGPT Go for its Indian users. The offering, earlier priced at `399 a month, gives users entry-level access to OpenAI’s new conversational AI, aiming to deepen adoption of its paid models in one of the fastest-growing digital markets.
Industry experts view this as a move to accelerate consumer familiarity with AI assistants and expand the user base for generative tools across India.
Bharti Airtel, which had kicked off the AI bundling trend, partnered with Perplexity to give its users free access to Perplexity Pro, worth Rs 17,000 annually, for a year. The premium plan runs on advanced models like GPT-4.1 and Claude and allows users to generate images, upload files for analysis, conduct in-depth research, and get real-time, citation-backed responses. The service is positioned as a digital productivity suite for students, professionals, and creators, thus making AI assistance part of everyday data use.
Together, these moves mark a decisive shift in how telcos are positioning their services, from being mere conduits of connectivity to becoming gateways to digital productivity. “Over the next three years, the top 20% of data consumers will be GenAI users. For telcos, capturing this cohort is crucial to sustaining data growth momentum,” a telecom industry analyst told FE.
Historically, telecom operators have relied on entertainment partnerships to drive data consumption. Now, with AI tools entering the picture, consumption patterns could evolve from passive viewing to active engagement, where users not only stream but create, learn, and collaborate through AI. “While bundling GenAI products may not directly boost telco revenues, it will deepen engagement and drive steady data use. AI tools encourage continuous activity, unlike the seasonal surges seen during IPL streaming,” Faisal Kawoosa, founder and chief analyst at Techarc, said.
Yet, even as consumers gain access to cutting-edge AI platforms, analysts caution that telcos may end up playing a limited role in the value chain. “In the current model, telcos function primarily as access providers. The real advantage lies with AI platforms that can tap into local usage data to improve their models for Indian users,” Kawoosa added.
Whether these collaborations evolve into deeper integrations or remain promotional tie-ups, one thing is clear, that consumers are the biggest winners in this new bundling wave. With AI-powered platforms entering telecom bundles, the everyday digital experience, from study and work to entertainment and creation, is set to get a major upgrade.
