ETSI has created a new Industry Specification Group on'Experiential Network Intelligence' (ISG ENI) with a view to improving operator experience using Artificial Intelligence (AI) and machine learning. The aim of the group is to define a Cognitive Network Management architecture that is based on the "observe-orient-decide-act" control model. It will use AI techniques and context-aware policies to adjust offered services based on changes in user needs, environmental conditions and business goals. Ultimately, the group intends to help operators automate their network configuration and monitoring processes, thereby reducing their operational expenditure and improving the use and maintenance of their networks.