Twilio has showcased a new framework to enable customer-facing teams with AI Assistants.
Available now in developer preview for Twilio users, the framework allows brands to build autonomous assistants that automate and steamline customer interactions.
In doing so, the AI Assistants may perform complex tasks without relying on cumbersome flowcharts.
The solution also offers omnichannel capabilities, allowing customers to engage in their preferred ways, whether that’s via SMS, WhatsApp, email, etc.
Moreover, the platform is supported by Segment, Twilio’s customer data platform (CDP). As such, the AI Assistants can leverage the company’s unified customer data and deliver more personalized, customer-specific responses.
Twilio’s “Customer Memory” feature is critical here. It securely gives assistants controlled access to the customer profile in Segment.
As a result, the AI Assistant’s responses can be enriched with not just the customer’s demographic data but all of the touch points they’ve had with the user’s company in the past, including page clicks, items purchased, previous conversations, and support tickets.
In doing so, the memory feature eliminates the need for customers to repeat themselves.
Twilio also detailed the assistants’ ability to analyze every customer interaction in real-time, capturing preferences and shared information to enhance customer profiles.
This data is stored in the Customer Memory where it can be used later for personalized marketing, support, or in-store experiences.
Critical CX Challenges Twilio Aims to Resolve with Its AI Assistants & Segment
Alongside maximizing CX process efficiencies, Twilio’s latest release aims to combat low levels of customer engagement.
In doing so, Twilio strives to overcome a disconnect between businesses and customers when it comes to customer engagement.
According to the vendor’s research, while 84 percent of businesses believe they provide good or excellent customer engagement, just 54 percent of customers agree.
In attempting to unpack why this gap has formed, the vendor outlined the following key difficulties that it hopes its AI Assistants and Segment can help to overcome.
1. Data Silos
One of the major issues is that marketing, sales, and support teams rely on separate tools that fail to provide a unified view of the customer.
While marketing tools might focus on campaign data, email performance, and audience segmentation; support tools usually handle customer issues and assistance needs; and sales tools tend to track customer inquiries and preferences.
When these data sources are fragmented, they result in a disconnected and impersonal customer experience.
2. Complex and Rapidly Evolving Technology
The rapid evolution of technology in the customer experience space has led to an increase in demand for resources, including entire development teams being needed to integrate disparate systems.
Twilio argues that without seamless integration, customer journeys remain inconsistent and unsatisfactory.
3. Keeping Up with AI
Although the use of conversational AI has grown exponentially and has clear customer benefits – particularly when it comes to improved personalization – it introduces several challenges.
Keeping up with evolving models, tools, and user behaviors requires constant updates and maintenance.
Additionally, AI safety concerns and data security present significant risks that must be addressed to ensure a reliable and secure customer experience.
In launching AI Assistants, Twilio is attempting to combat what it views as the major shortcomings and challenges to customer engagement.
It will be interesting to see what impact this will have on bridging the engagement gap between businesses and customers.
More News from Twilio
Back in October, Twilio revealed that it had integrated OpenAI’s new Realtime API into its Communications Platform.
The move enables natural speech-to-speech interactions with preset voices, similar to ChatGPT’s Advanced Voice Mode.
The API allows developers to input text or audio into GPT-4 and receive responses in text, audio, or both – empowering users to create seamless, automated customer experiences across voice, messaging, and potentially multiple languages.
Elsewhere, Twilio recently confirmed the global launch of Rich Communication Services (RCS) messaging through its Programmable Messaging and Verify APIs.
As the next generation of SMS, RCS enhances messaging with multimedia capabilities like videos, GIFs, and audio. Its adoption has surged, especially after Apple’s announcement of RCS support in iOS 18 earlier this year.
