Kate Dohaney, CEO of UK mobile network Giffgaff, part of Virgin Media Group, is pushing back on the idea that AI adoption should be primarily about reducing headcount. "I'm not a CEO sitting back saying cut, cut, cut," she has said, positioning her approach to the technology as a workforce development challenge rather than a straightforward cost-cutting exercise.
Training for what comes next
Dohaney's philosophy centers on preparing employees for how their roles will change rather than simply replacing them. She's said leaders need to "train our people to do more, strategically, across the business," and to seriously consider "what are the next generation of skill sets?" as AI tools take over more routine work. That framing extends to Giffgaff's broader identity: the company is a certified B-Corp whose name comes from a Scottish term meaning "mutual giving," and roughly 75% of the phones it sells are refurbished, reflecting a sustainability focus that sits alongside its low-cost positioning.
Competing with fintech, not just other carriers
The bigger strategic pressure Dohaney is navigating isn't just AI, it's a wave of non-traditional competitors moving into mobile service, including Revolut, Octopus Energy, Monzo and Klarna. Her response has been to push Giffgaff toward revenue diversification and its own fintech experimentation rather than competing purely on price. The company has built its brand around "fair play," aiming squarely at younger consumers with a mix of financial services and support aimed at job seekers and entrepreneurs, a positioning that leans into the same values-driven approach shaping Dohaney's stance on AI.