EMEA boosts customer loyalty through conversational AI
According to the latest Twilio report, companies in EMEA are above the European average in the development and maintenance of this technology.
Twilio, the engagement platform that delivers personalized experiences to today’s leading brands, revealed today that companies in EMEA are making significant investments in conversational AI to boost customer loyalty and innovation. The data comes from the company’s recently published global report, “Inside the Conversational AI Revolution: How to Win the Race to Deliver Exceptional Experiences.”
The research, based on a survey of more than 4,800 consumers and 457 business leaders across 15 European countries, reveals how EMEA companies are accelerating their AI investments to improve customer service, strengthen loyalty, and modernize their digital operations.
EMEA and AI: Above the European Average
In Spain, 60% of surveyed organizations are in the final or complete stages of conversational AI implementation, a figure slightly below the global average (66%). EMEA companies dedicate an average of 49 specialists to the development and maintenance of these AI solutions, well above the global average of 36.
The majority of organizations (88%) are adopting a multi-model approach, using several systems simultaneously to balance innovation, flexibility, and trust. More than half (54%) expect their current results to last for more than a year, indicating a focus on long-term, sustainable value rather than rapid replacement.
“The commitment to conversational AI across the EMEA region is remarkable: we are seeing significant investments in budget, personnel, and resources,” says Peter Bell, Vice President of Marketing for Twilio in the EMEA region. «As AI matures, the challenge for leaders is to remain relentlessly agile, ensuring their systems adapt to customer needs, while prioritizing transparency and building lasting trust,» he notes.
AI vs. Infrastructure and Business Trust
Despite this push, EMEA organizations are almost twice as likely as their US or APAC counterparts to cite existing infrastructure compatibility as their biggest obstacle to AI implementation.
Trust in data also varies: only 42% fully trust AI models, and EMEA businesses are more likely to rely on location and device data (46%) for personalization. This underscores regional caution regarding data use and regulatory compliance—key factors in maintaining customer trust.
Greater Loyalty Through Personalization and Innovation
EMEA companies are leveraging conversational AI more than for social media, primarily for technical documentation and FAQs (59%), and website chat (54%). Their main motivations are brand innovation (58%), agent efficiency (52%), and customer loyalty (48%), demonstrating a clear focus on relationship building over automation efficiency.
To measure ROI, most EMEA organizations prioritize complaint resolution (51%) and customer retention (42%), reflecting a pragmatic approach to the value of AI in improving service quality.
Source: www.marketingdirecto.com
