Twilio released its sixth annual State of Customer Engagement Report, based on a global survey of over 7,600 consumers and 600 business leaders across 18 countries. The report highlights that while AI is driving clear ROI, earning consumer trust and delivering real-time relevance are crucial for customer engagement.
Key findings indicate that 96% of companies report AI improving customer-facing operations, and 75% see increased customer spend from personalization efforts. However, only 45% of consumers feel understood by brands, and 61% do not believe brands use their data in their best interest.
The report underscores that 71% of consumers abandon purchases if experiences lack relevance, while 88% are more likely to buy when engagement is personalized in real time. It also notes that 75% of businesses plan to adopt Rich Communication Services (RCS) in 2025 to create richer customer conversations, aligning with Twilio's product roadmap.
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