The third Faculty Seminar Series ‘22 was held on 23rd September 2022 at the Learning Gallery 3 of LIBA. Dr. Kishore Kunal and Dr. Shyni Carmel Mary led the conversation on the topic “Impact of AI in Customer Services Retention: A Behavioural Perspective of Indian Mobile Market”. Dr. Kunal stressed that AI-based marketing, data collection, analysis and observation will be the future. He also touched upon how the introduction of the OTT platform, emerged as a disruption, but has only a lesser return on investment (ROI) compared to the telecom industry. They concluded that AI continues to rise in popularity among marketing and sales professionals and has become an indispensable tool for organizations seeking to deliver a hyper-personalized, extraordinary client experience.