London broadband ISP G.Network closes its first fully autonomous orders with an AI sales agent

G.Network, a London-focused full-fibre broadband provider, says an AI sales agent named "g" has completed its first fully autonomous end-to-end orders. The agent answers product questions, recommends a plan, verifies the address and carries the customer through to a finished order, all without a human taking part, according to an ISPreview UK report published on November 12.

The ISP says its FTTP (XGS-PON) network covers 420,000 premises across London, with 395,000 of those ready for service. G.Network says the agent was built on Salesforce's Agentforce and developed with Smart Cloud Consultants, making it a conversational layer on top of existing CRM and sales systems rather than a bespoke in-house build.

The flow is straightforward. Customers can ask "g" about products and services, describe their broadband requirements and receive a plan recommendation. The agent then checks the postcode to establish whether the address sits on G.Network's network and, for eligible customers, guides them through to a completed order. Existing online ordering remains available, and customers can still choose to buy the traditional way.

No one was made redundant to make room for it. G.Network says its human sales team has been fully retained to focus on customer conversations. Chief executive David Sangster framed the launch as a matter of channel choice: customers "should be able to buy from us however suits them," with "g" sitting alongside the sales team and offering "another great way to get connected, at any time of day."

The most striking claim is about payback. G.Network estimates that for every £1 spent on AI usage costs, meaning tokens, "g" generates a £250 return. That figure comes from the company itself; the report discloses no sample size, measurement period or calculation method, so it should be read as a vendor estimate rather than an independently verified result.

The real signal is that agents are starting to close deals rather than only answer support tickets. Once a sales agent is wired into plan inventory, address qualification and order systems, it stops being a scripted chatbot and becomes a transaction channel. For a product as standardised and short-cycle as broadband, that may be the easiest commercial foothold generative AI has found so far.

ISPreview adds a caution the industry should not skip: consumer sentiment about AI agents handling this kind of task is mixed, and many read the shift as a way to reduce the number of humans available to help. Whether the approach is accepted will come down to whether it genuinely makes ordering faster and less error-prone. The numbers to watch are the share of autonomous orders in total sales, cancellation and complaint rates, and whether the £250-per-£1 claim holds over a longer period.