There is a difference of opinion in respect to the most beneficial use cases for Gen AI within the Telco industry. The GSMA reports that 66% of Communications Service Providers (CSPs) favour network troubleshooting. The analyst house Omdia suggests that the top use cases involve personalization in customer interactions, such as chatbots, call centres, and personalized customer journeys. Which is it? Could it be both? At the same time? This article breaks into the ‘inward-facing’ and ‘outward-facing’ siloes, proposes an alternative ‘joined-up-thinking’ approach that CSPs should consider and discusses how this can be applied.