Global cloud communications platform Infobip, in partnership with Harvard Business Review Analytic Services (HBR-AS), has revealed that while 93% of surveyed executives acknowledge the importance of creating positive conversational experiences, only 36% consider their organisations highly effective at delivering them.
The report, titled “Conversational Experiences: The Untapped Potential of AI in Customer Engagement,” highlights a stark gap between the ambitions and execution of customer experience (CX) strategies, particularly in the AI era. Only 11% of respondents believe their organisation is highly effective in using AI to deliver human-like conversations.
Key barriers cited include lack of visibility across platforms (48%), difficulty capturing data throughout the customer journey (46%), and challenges integrating AI features (44%). Nearly half of the respondents (49%) also noted the absence of best practices in communication platforms, while 48% pointed to inadequate investment in conversational technologies.
In response, 50% of companies plan to focus on automation over the next year, with 41% prioritising the use of AI and 39% focusing on better integration of communication systems.
Ben Lewis, Vice President of Marketing and Growth at Infobip, said: “When brands can’t deliver meaningful, human-like conversations, they don’t just lose efficiency, but they lose trust.”
