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Asia's AI Focus: Growth Over Efficiency, McKinsey Reveals at MWC 2026

At Mobile World Congress 2026, McKinsey partners outlined regional AI strategies. Asia is uniquely focused on using AI for revenue growth through hyper-personalization rather than just efficiency. The Middle East is building foundational AI capabilities, while North America is shifting to deliver tangible value from AI investments. The global telecom sector is entering an "IQ Era" with generative AI poised to capture nearly $100 billion in new value.

Key Points: Asia's AI Strategy: Growth vs. Efficiency at MWC 2026

  • Asia's AI focus is on growth & revenue
  • Shift from isolated use cases to domain transformation
  • Middle East investing in foundational AI capabilities
  • North America focusing on tangible AI value
2 min read

In Asia, the big story in AI transformation is growth, says McKinsey partner at MWC 2026

McKinsey partners at MWC 2026 highlight Asia's unique AI focus on driving revenue growth through personalization, not just operational efficiency.

"In Asia, the big story in AI transformation is growth. - Tarang Agarwal"

New Delhi, March 2

Global leaders from McKinsey & Company, speaking at the Mobile World Congress 2026, highlighted a significant shift in how artificial intelligence is being deployed across different geographic regions. In Asia, the focus of AI transformation remains anchored in driving growth rather than merely improving operational efficiency.

"In Asia, the big story in AI transformation is growth," says Tarang Agarwal, a McKinsey partner based in Singapore. "Unlike other regions, where the focus is often on operational efficiency, here AI is first anchored in revenue -- through hyper-personalization, smarter sales execution, and making AI a true strategic differentiator for customers. That's why we're seeing a shift away from isolated use cases toward full domain transformations designed to move core business outcomes."

Mobile World Congress 2026, being held in Barcelona, Spain, begins on Monday, March 2. The four-day summit will be attended by thousands of senior leaders from across the connectivity ecosystem, along with global business leaders and government representatives.

According to a McKinsey blog, telecommunications and technology companies are moving beyond experimental phases and integrating AI into core business domains.

The Middle East is currently positioning itself as a builder of foundational AI capabilities through heavy investment in infrastructure. Telecommunications companies in the region are transitioning into "techcos" by expanding into fintech and digital platforms.

"Telcos remain a growth engine, and many are using that momentum to become techcos," says Eefke Post, a McKinsey partner based in Dubai. "Operators are carving out, scaling, and acquiring digital businesses."

In North America, the corporate focus has shifted from adoption to delivering tangible value. "We're seeing a real reset in expectations," says Guilherme Cruz, a McKinsey partner based in New York. "AI is no longer just about experimentation; it's about translating new capabilities into tangible value -- whether in customer care, marketing, networks, or capital planning."

The global telecommunications ecosystem is entering what is being described as the "IQ Era." "The congress and the global TMT ecosystem have transformed and are now entering the IQ Era, where telcos at the forefront of the generative AI movement are set to capture a significant share of nearly $100 billion in value, in addition to the up to $180 billion in productivity gains that traditional AI can unlock," the McKinsey blog stated.

- ANI

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Reader Comments

P
Priya S
Interesting to see the regional differences. In India, Jio and Airtel are perfect examples of telcos becoming 'techcos' with their digital platforms. The $100B value capture figure is staggering. The race is on!
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Rohit P
Growth is good, but we must be careful. This AI-driven hyper-personalization can't come at the cost of data privacy. We need strong regulations like the DPDP Act to be implemented effectively. Otherwise, it's a double-edged sword.
S
Sarah B
The shift from isolated use cases to full domain transformation is key. Many Indian companies are still doing pilot projects. Time to think bigger and integrate AI into the core business strategy. The 'IQ Era' demands it.
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Vikram M
Makes sense. In a price-sensitive market like India, you can't just use AI to cut costs and expect customer loyalty. You have to use it to create new, valuable services that people are willing to pay for. That's the growth mindset.
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Karthik V
The article mentions the Middle East investing in foundational AI capabilities. India has the talent, but we need more investment in core infrastructure and research to build our own foundational models, not just consume others'.

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