As AI assistants and large language models reshape how consumers search, compare, and purchase products, the traditional telco “plan grid” is starting to look outdated. Instead of browsing static tiles filled with gigabytes and inclusions, users are increasingly asking for personalised recommendations delivered in a single conversational response. Other industries—from streaming platforms to digital-first consumer brands—have already mastered attention, relevance, and creative variation at scale. Telecommunications, however, continues to rely on catalogue-style presentation in a world moving toward intelligent curation. For MVNOs in particular, this shift represents a timely opportunity: to design simpler, more adaptable offers that can be surfaced dynamically within AI-driven conversations. In a market where attention is scarce and recommendations replace comparison tables, relevance—not range—will define the next competitive edge.