Orange leverages AI, infrastructure to drive digital growth
Pauline Dikuelo | Monday April 20, 2026 06:00
Officials said a key pillar of the strategy is the integration of AI into platforms such as Max It, enabling the use of local languages and making digital services more accessible and inclusive for users across different markets.
“We are leveraging Artificial Intelligence to ensure that our services, including platforms like Max It, are more intuitive and accessible through the use of local languages,” Orange representatives said here. “This is critical in driving digital inclusion across our markets.”
The company is also placing significant emphasis on customer trust, ensuring privacy and data protection remain at the core of its operations.
“Our priority is to ensure that our customers remain loyal by guaranteeing the security and privacy of their data at all times,” Orange noted.
Currently, Max It has recorded 23 million active users across 16 countries, including Botswana, highlighting the growing adoption of digital financial and lifestyle services within the Orange ecosystem. In addition, Orange Money continues to see strong uptake, with 47 million active users benefiting from mobile financial services.
Orange’s broader customer base now stands at 340 million users across 26 countries, underlining its position as a leading telecommunications provider in Africa and the Middle East.
“With over 340 million customers, our ambition is to deepen customer intimacy by delivering personalised, reliable, and innovative services,” the company said.
On the infrastructure front, the company has made substantial investments to expand connectivity. Orange has connected 1.4 million households with fibre across 10 countries, while 1.6 million households are served through 4G and 5G fixed wireless access. Nearly one million households remain connected through ADSL.
The growth in connectivity is supported by a strong surge in mobile broadband usage. The company has already deployed 5G in seven countries and achieved 4G coverage across all its operating markets.
“We are seeing strong momentum in mobile broadband acceleration, driven by increasing demand for data and digital services,” Orange said.
Looking ahead, Orange aims to increase its network coverage to 85% by 2025, up from 77% in 2024.
“Our goal is to extend coverage to 85% by 2025, ensuring more communities are connected and able to participate in the digital economy,” the company added.
In addition, Orange is leveraging AI to optimise its network in real time. Through its Smart CAPEX solution already deployed in Côte d’Ivoire, Senegal, and Mali, the company can dynamically adjust network capacity based on demand and usage.
“This project demonstrates how AI can significantly improve network performance, reduce carbon emissions, and control costs through energy optimisation,” the company said.
Orange has also implemented predictive maintenance systems, where algorithms detect potential failures before they occur.
“By anticipating potential failures, we are able to prevent outages, reduce unplanned interventions, and minimise our logistical footprint,” Orange officials explained. “Integrating AI into our operations creates tangible value for our customers, employees, and our network. We do this through a three-pillar approach: networks for AI, AI for networks, and AI for employees, whilst remaining mindful of the associated risks,” they added.
These developments are underpinned by Orange’s 'Trust the Future' strategy, which focuses on customer intimacy, operational efficiency, and sustainable growth.
“Our ‘Trust the Future’ strategy is centred on delivering value through innovation, strong partnerships, and operational excellence,” officials said.
Innovation remains central to Orange’s growth ambitions. The company has established 50 Orange Digital Centres and partnered with 161 universities to foster digital skills, entrepreneurship, and technological advancement.
“We continue to invest in innovation ecosystems through our digital centres and academic partnerships to support the next generation of talent,” the company noted.
Through these initiatives, Orange continues to position itself as a key enabler of digital transformation, driving connectivity, innovation, and financial inclusion across Africa and the Middle East.