Proximus to Cut 1,200 Jobs by 2030 in Strategic Shift Toward AI Efficiency

Belgian telecom giant Proximus announces a plan to reduce its workforce by 1,200 roles by 2030 as CEO Guillaume Boutin accelerates AI integration and automation.

By: AXL Media

Published: Feb 27, 2026, 7:57 AM EST

Source: Reuters

A Multi-Year Restructuring Plan

The Belgian telecom leader is embarking on a long-term transformation that will gradually reduce its headcount over the next four years. Proximus currently employs a large workforce in both its domestic and international divisions, and the planned reduction of 1,200 roles represents a substantial portion of its corporate and support functions. CEO Guillaume Boutin emphasized that the cuts are not a response to a sudden crisis but are instead a calculated transition toward a leaner, more technologically agile organization that can sustain itself through the end of the decade.

The Role of Artificial Intelligence and Automation

At the heart of this restructuring is the aggressive adoption of generative AI and automated systems. Proximus intends to utilize these technologies to handle routine customer service inquiries, optimize network management, and automate internal administrative processes. By shifting human capital away from repetitive tasks, the company aims to reduce operational expenditures while simultaneously increasing the speed of its service responses. This pivot reflects a broader industry trend where legacy telecom operators are reinventing themselves as high-tech service providers rather than mere utility infrastructure owners.

Strategic Rationale: Financial Resilience and Market Impact

The strategic goal of the "bold" plan is to secure the company’s financial health amid rising costs and the massive capital requirements of the ongoing 5G and fiber-optic rollouts. By thinning its workforce by 2030, Proximus is signaling to shareholders that it is taking proactive steps to protect margins against inflationary pressures and stagnating ARPU (Average Revenue Per User). Historically, European telecoms have struggled with high labor costs compared to their American and Asian counterparts; this move is a direct attempt to close that efficiency gap and improve the firm’s valuation in the public markets.