AT&T has launched a major upgrade to its digital service for customers, in response to rising customer losses. The move comes as T-Mobile continues its “digital transformation” strategy, which aims to make customers more dependent on its T-Life app for significant account changes. The company's CEO, John Stankey, stated that AT&T will follow this strategy by developing its own digital switching tool for customers and enhancing the overall digital customer experience. The new app includes features such as advanced device controls and internet backup access. It also includes “upgraded shopping” and an AI-powered assistant to help customers shop for the latest devices and plans.