Nearly all businesses plan to incorporate artificial intelligence into their customer communications this year, including within RCS, but many consumers aren’t ready for it a new study from Sinch suggests. According to the data, 97% of businesses plan to use AI in their customer communications this year, with top investment areas for 2025 including AI voice assistants (63%) and AI-driven chatbots (43%). AI is quickly becoming the foundation of modern engagement strategies, providing real-time support, smarter personalisation, and secure verification.
Sinch’s new report, The state of customer communications, is now available. It offers practical insights, global consumer data, and advice for businesses looking to innovate how they engage customers
The report, the state of customer communications, explores how brands are adapting their engagement strategies as customer expectations rise, and AI adoption accelerates globally and surveyed 2,800 consumers and 1,600 business leaders across industries including retail, financial services, healthcare, and technology. It finds that AI is set to play a central role in transforming how companies build seamless omnichannel execution across channels and deliver real-time support and personalised experiences.
The findings show that consumers increasingly expect consistent, secure, personalised experiences across channels like SMS, email, chat and voice. Businesses are responding by integrating their communication strategies to deliver more seamless, AI-driven omnichannel engagement.
Key trends
The research also identifies key trends shaping the future of digital customer communications, where AI, trust and omnichannel execution intersect to deliver better customer experiences. It finds that Millennials and Gen Z are embracing AI-powered interactions for speed and ease. In contrast, older consumers remain more cautious, particularly around transparency and data usage. 71% of Gen Z respondents would work with an AI-chatbot trained on support documentation. That compares to 42% of all age groups
Some 58% of consumers want to choose the channels they receive messages on, with preferences varying by use case and demographic. Businesses are under pressure to match these expectations with more flexible, personalised and integrated communication strategies.
Interestingly, the study also shows that RCS is gaining traction; 59% of business leaders view Rich Communication Services (RCS) as a game-changer. This mobile messaging option was also consistently chosen by consumers over other formats for promotional, informational, and verification messages. The channel includes features like verified sender, image carousels, video, quick replies, and embedded calls to action, transforming what’s possible in mobile messaging.
“Customer communication is no longer just about sending a message. It’s about creating moments that engage people and drive business results,” says Gwen Lafage, VP of Brand and Content at Sinch. “The businesses that lead are putting the customer at the heart of their communication strategies, letting them choose how and where they want to connect and using AI, and channels like RCS, to make every interaction smarter, faster, and more meaningful. That is how you create standout experiences and real business impact.”
A helping hand for brands
To help brands transform single interactions into real relationships, Sinch introduces a simple framework built around four essential use cases that drive both customer experience and business impact:
- Marketing campaigns: Keep customers engaged with personalized messages that capture attention and drive conversions.
- Customer updates: Keep customers informed with personalized alerts that drive timely actions and reduce operational inefficiencies.
- Identity and verification: Keep customers safe by securing identities and interactions and preventing fraud through verified communication.
- Customer service: Keep customers happy with fast, responsive support that builds loyalty and retention.
As competition intensifies and customer expectations continue to rise, the ability to deliver clear, secure, and relevant omnichannel communication is becoming a key business priority.
“It has never been more important, or more achievable, to create experiences that customers love,” says Sophie Cheng, SVP of Product Marketing at Sinch. “But to do that, businesses must embrace AI to create seamless, trusted omnichannel strategies that focus on keeping their audiences engaged, informed, safe, and happy. That’s exactly what our framework delivers: a clear focus on smarter digital communications that drive stronger business outcomes. With Sinch’s deep channel expertise and enterprise-grade infrastructure, we help businesses bring this strategy to life across every stage of the customer journey.”
Consumers not so sure
But are consumers ready for all this? The answer in the UK at least is no. According to new research from digital analytics platform, Quantum Metric, quality customer support is more important than ever, as over half (57%) of UK consumers have abandoned purchases due to poor or non-existent assistance. Further, the findings reveal growing frustration with automated tools, as 42% of people admit they’re ruder to AI chatbots than they would be to a human.
The new report, ‘The support struggle: Bridging the digital divide’explores UK shoppers’ differing preferences around virtual and in-person customer support and the nation’s top customer service pain points.
When seeking virtual support, frustrations with AI and tech-powered customer support are clear, with 40% of Brits stating they would be willing to pay a monthly fee for human interaction, instead of using self-service and AI tools. What’s more, 54% feel their issues are only properly resolved when they speak to a real person.
When it comes to physical experiences, however, consumers using their own devices and in-store self-service support machines is on the rise. Over three quarters (77%) of consumers prefer to search for answers online rather than ask a staff member in-store, with 44% saying in-store technology has made the overall physical shopping experience more helpful.
Efrat Ravid, Chief Marketing Officer, Quantum Metric, says: “Our latest research highlights the crucial need for brands to optimise both their digital and human-first customer support options, across physical and virtual channels. Poor support doesn’t just frustrate customers, it damages loyalty, which is the foundation of long-term brand success. With 54% of people already holding a negative view of customer service today, businesses need to act now or risk being left behind.”
The biggest cause of frustration for consumers when calling customer support is having to repeat the issue to multiple people (39%), closely followed by waiting too long to talk to someone (37%). For US consumers, the top pain point is being routed through endless automated menus (24%).
Preferences also vary by sector, with 42% of customers trusting in-person contact most when seeking help for banking or insurance. On the other hand, 43% have more confidence in phone support for travel booking problems.
