Finnish virtual operator Moi Mobiili, together with software company Codemate, is showcasing their jointly developed AI assistant at Google Cloud Next. The solution represents a broader industry trend in which traditional in-app navigation is complemented by conversational self-service.
The assistant, named Moi ApulAInen, is integrated into the "Mun Moi" app, where customers manage their subscriptions and billing. Customers can, for example, check their invoice, change their subscription plan, or retrieve their PUK code simply by having a conversation — either by typing or by using voice. Moi is among the first companies in Finland to leverage AI to guide authenticated user actions within a mobile application.
This development reflects a broader shift in the way digital services are used and built: AI is no longer a standalone feature, but a core part of the service itself.
"Previously, customers had to know how to navigate the app to complete a task. Now, all they need to do is tell the app what they want to accomplish. Generative AI understands the intent and takes them directly to the right outcome — and can at the same time suggest actions the customer might not have thought to ask for," says Codemate’s AI Director Ville Lindfors.
The solution is built on Google Cloud technologies and developed in close collaboration between Codemate and Moi as an integral part of the core product. Rollout is proceeding in stages.
Moi's CEO Petri Lahtinen says the impact is already visible in customer service operations.
"When self-service becomes this straightforward, it directly affects both the efficiency of customer service and the overall customer experience. Customers get their issues resolved more quickly, and at the same time we can focus our resources on situations where human support is genuinely needed. We also gain a better understanding of what customers are actually trying to do, which helps us continuously improve our service," says Lahtinen.
The AI assistant does not replace existing functionality but acts as a new interaction layer on top of it. Customer data security has been taken into account: the AI does not process personal data directly, but instead instructs the application to surface the appropriate functions based on the user’s intent.
The solution serves as an example of how AI can be leveraged in consumer services by shifting interactions away from menus and predefined functions towards intent-driven engagement.
Google Cloud Next, taking place 22–24 April, is one of the world’s largest cloud and AI events. The solution by Moi and Codemate is featured as a showcase of how AI is transforming the way consumer services are used.
For more information:
Petri Lahtinen
CEO, Moi Mobiili Oy
petri.lahtinen@moi.fi
Tel. +358 45 787 04727
Ville Lindfors
AI, Data & Cloud Director, Codemate
ville.lindfors@codemate.com
Tel. +358 40 830 7565
Anna Hedenborg
Marketing Manager, Codemate
anna.hedenborg@codemate.com
Tel. +358 50 320 2064
Moi Mobiili
Moi Mobiili is a Finnish service operator offering simple and transparent mobile subscription services for consumers and small-to-medium-sized businesses. Moi operates on the mobile network of its parent company DNA.
Codemate
Codemate is a Finnish software company founded in 2007. We combine human creativity with AI-native software engineering, from strategy to implementation and continuous development. We build intelligent digital solutions that drive our clients’ businesses forward.
Press release published on STT Info on 20 April 2026.
