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Twilio Report: The State of Personalization

by Robin Grochol, VP of Product and User Experience, Twilio - July 1, 2024

Twilio Report: The State of Personalization

By Robin Grochol, VP of Product and User Experience at Twilio

AI is reshaping how companies engage with their customers, and in the ever-evolving landscape of customer experience, those who get it right will reap the highest rewards. Twilio’s latest State of Personalization Report outlines trends indicating a broader shift towards customer experience strategies that prioritize ethical practices, emotional intelligence, and hyper-personalization. Businesses that focus on these elements are poised to lead in delivering exceptional customer experiences, fostering loyalty, and driving growth.

With rising consumer demand for ethical data use and transparency in AI, businesses are under pressure to implement responsible AI strategies. According to Twilio’s report, ethical considerations in AI are expected to be a competitive advantage for 89% of businesses. Over half (55%) are proactively addressing data privacy and ethical concerns with comprehensive AI/ML guidelines and robust training programs.

Emotional intelligence in AI is another key factor in meeting evolving personalization expectations. A whopping 82% of leaders highlight the importance of embedding emotional intelligence into AI to enhance personalization. This trend is evident in marketing plans, where 80% of marketers are moving beyond traditional engagement and conversion rates and instead adopting sophisticated metrics, such as customer lifetime value, emotional engagement, and brand affinity. As AI continues to evolve, the companies that prioritize ethical AI practices, integrate emotional intelligence, and embrace hyper-personalization will set the standard for exceptional customer experiences.


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