Swisscom (Switzerland's dominant telecommunications provider) CEO Christoph Aeschlimann has predicted that personal AI assistants will become a standard feature of everyday life, and says the company intends to capitalise on that shift. Speaking to Swiss newspaper NZZ, Aeschlimann argued there is growing demand for AI solutions that keep user data secure within closed, locally-hosted systems — an area where Swisscom, which already offers AI tools for businesses built on Swiss infrastructure, sees a competitive advantage over American platforms. The remarks come amid intensifying rivalry in the Swiss telecoms market, with disputes over competitor discount campaigns and the upcoming 2027 reallocation of mobile frequencies prompting fresh tensions between Swisscom, Sunrise, and Salt.