How AI Unlocks Personalized Customer Experiences, Rebuilds Trust in Communications

The emergence of AI is enabling businesses to put the customer experience back at the center of innovation by simplifying communication, building trust, and leveraging data to better understand and serve customers.

Knowing the customer through unified profiles: Creating a cohesive view of customers using first-party data and AI-driven personalization is key to understanding their evolving needs and preferences:

• Customer Data Platforms can turn disparate data sources into unified customer profiles that update in real-time, providing a full history of each customer’s interactions with a brand.
• 92% of businesses are already using AI-driven personalization to drive growth by leveraging data points like preferred communication channels, sentiment of past interactions, and network conditions.

Smarter communication through omni-personalization: AI enables timely, streamlined communication across channels by anticipating customer needs based on unified profiles and real-time interactions:

• Brands using AI for personalized communications are seeing higher customer satisfaction scores (45%) and improved targeting (41%).
• Contextual data from each interaction, such as a customer’s channel preferences and purchase history, can inform future outreach and optimize the customer experience.

Prioritizing trust in an era of spam and fraud: Rebuilding consumer trust requires sending only consented communications and leveraging AI to combat security threats:

• Generative AI introduces new fraud risks but can also be a powerful tool for fighting spam when combined with security measures like Twilio’s Verify API and Fraud Guard.
• Adopting trust-centered tools and practices, such as Apple’s support for RCS messaging, gives businesses a competitive advantage by ensuring messages are delivered from legitimate sources.

Broader implications: The future of customer engagement lies in omni-personalized, contextualized experiences driven by AI and first-party data:

• By understanding each customer’s unique needs and preferences, businesses can deliver seamless solutions across channels, leading to better outcomes for both customers and employees.
• Moving away from mass communication to targeted, insightful engagement creates a flywheel effect of increased loyalty, productivity, and conversions.