Cosmote rebrands as Telekom: Focus on AI

OTE is adopting the Telekom commercial brand to leverage Deutsche Telekom’s technologies, international partnerships and economies of scale.

The gradual rollout of the new commercial name has already begun and will culminate on September 8 with the launch of the communications campaign.

The Magenta AI Assistant

One of the first examples of what closer integration into the German group, which owns 55% of OTE, could mean in practice is the Magenta AI Assistant, a new artificial intelligence service being developed by Telekom in partnership with ElevenLabs.

Greece is expected to be among the first countries where the service will become available, potentially in late 2026 or early 2027.

The Magenta AI Assistant will operate directly over the mobile network, without requiring a separate app or specialised equipment. Its features will include real-time translation during phone calls between users speaking different languages, conversation summaries and answers to questions during the call itself. At a later stage, it is also expected to be able to perform practical tasks, such as making a booking.

Artificial intelligence at the centre

Telekom has placed artificial intelligence (AI) at the heart of its strategy, with the aim of becoming a leading digital telecommunications provider (Digital Telco) by 2030. It is already using AI across networks, products, services, cloud infrastructure and internal operations.

At the same time, it is developing AI services in cooperation with OpenAI, with a focus on safe, personal and multilingual use. It also provides its employees with ChatGPT Enterprise, among other things for customer service and network operations.

In Greece, Magenta AI is already available, bringing together solutions from companies including Perplexity, PicsArt and ElevenLabs.

Its capabilities include searching for and processing information, image editing, and converting text, web links (URLs) or documents into audio podcasts.

OTE’s importance to the group

The full adoption of the Telekom brand is also linked to the potential for more effective use of Deutsche Telekom’s scale and resources. The German group operates in more than 50 countries, employs around 200,000 people and has more than 273 million mobile customers, 24 million fixed-line connections and 22 million broadband connections.

OTE is particularly important to Telekom’s European operations. It currently makes the largest contribution to Deutsche Telekom’s financial performance among its European subsidiaries. OTE has been part of the German group since 2008.

In 2025, Deutsche Telekom invested €16.9 billion, primarily in the development of its infrastructure worldwide. The group’s global scale enables it to invest in networks, cutting-edge technologies and digital platforms and transfer expertise to individual markets.

Dominique Leroy, a member of Deutsche Telekom’s Management Board responsible for Europe, described Greece as an important market for the group’s strategy in a related statement, linking the integration of the commercial brands to the ability to leverage Telekom’s technological strength and global partnerships.

Telekom’s Chief Brand Officer, Ulrich Klenke, said the common identity would enable resources to be consolidated more effectively and the group’s synergies to be leveraged in a more targeted way.

The AI Factory

Telekom also operates an AI Factory in Munich, established in partnership with Nvidia and described by the group as one of the largest of its kind in Europe.

It provides high-performance computing power to businesses, research institutions and public-sector organisations and is housed in a data centre covering around 10,700 square metres.

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