PBS

Press Release

September 21, 2026

AXEL: A New Standard of Service for Our Customers

AXEL: A New Standard of Service for Our Customers

Innovation is not an aspiration at PBS; it is how we choose to compete and win.

Dear Team,

Today, we take a decisive step in that direction with the launch of AXEL, our new PBS Artificial Intelligence Agent for Technical Support, available through our Regional Contact Centers (GCCs) across all PBS countries.

AXEL enables us to serve our customers 24/7, providing immediate and consistent responses from the very first point of contact.

This is not simply an incremental process improvement; it represents a fundamental shift in the experience we deliver and in how we differentiate ourselves from the competition.

The early results are already validating this approach. In its first weeks of operation, AXEL has handled hundreds of technical support requests across our countries, including a significant volume outside of business hours. The response from our teams has been outstanding.

Our customers are our most valuable asset, and everything we do must revolve around them.
This is only the first phase. In the coming months, we will extend AXEL’s capabilities into new areas, including supply requests, commercial management, and customer satisfaction measurement (NPS), building a smarter, more integrated service experience across the region.

I invite all of you to actively promote AXEL in every interaction we have with our customers and to incorporate this new capability into our commercial proposals. How quickly we embrace AXEL will determine how quickly we translate this innovation into greater customer retention, satisfaction, and growth.

Thank you for your leadership and for continuing to take PBS one step further.

With appreciation,

Pedro M. París
Group CEO

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