Sinch predicts AI & human synergy in customer service 2025

Sinch, a company known for its digital Customer Communications Cloud, has released its predictions for digital customer communications in 2025.

The company believes that an evolving partnership between artificial intelligence and human agents will be at the core of improved customer interactions. Sinch anticipates that AI chatbots will address routine customer queries, while live agents will manage more complex problems. Jonathan Bean, Chief Marketing Officer of Sinch, stated, "The pace of change in customer engagement is incredible. To succeed, businesses need to innovate, personalize in real-time, and, above all, build trust with their customers. Those who get it right will be the ones leading the way."

Sinch emphasises a shift towards "context-first" channel orchestration. This trend suggests that companies will stop debating over channels like SMS versus email and instead focus on creating multi-channel experiences tailored to customer preferences. Bean further explained, "Sophisticated enterprises don't just blindly use SMS and email. They might send SMS to specific customers because they know they're profitable users. They send email to others based on geography or where they are in the customer journey because they know that's what's most effective."

As digital security concerns increase, particularly around scams and impersonations, Sinch predicts that trust will become a cornerstone of customer communications. In 2025, businesses are expected to adopt verified messages and authenticated emails prominently. This move comes as Apple embraces RCS messaging and Gmail expands its BIMI support, allowing verified brand logos to appear alongside communications.

Notifications, traditionally static, are anticipated to evolve into more dynamic, conversation-driven interactions. With RCS delivering a new level of interaction, customers could soon schedule deliveries or make purchases directly within messages, transforming routine notifications into opportunities for deeper engagement.

Another prediction revolves around the rise of conversational commerce. Messaging apps are increasingly serving as digital storefronts, facilitating seamless shopping experiences. Courir, a footwear retailer, is highlighted by Sinch for using AI shopping assistants to create personalized shopping experiences. Such endeavours reportedly lead to significant return on investment.

The company also highlights the importance of integrating systems for intelligent engagement. Businesses are encouraged to map customer data across systems to provide seamless, contextual interactions. According to Sinch, investing in technologies that integrate communication data will be essential for delivering superior customer experiences.

Finally, Sinch points out the necessity for smarter channel spending by businesses. Companies are encouraged to look beyond cost considerations and assess the value communication channels deliver in terms of customer engagement and satisfaction. Sinch suggests that experimenting with different channel combinations could help businesses allocate resources strategically and achieve more meaningful outcomes.

Robert Gerstmann, Co-founder and Chief Evangelist at Sinch, commented on these predictions, "These trends show that the future of customer communications will be faster, smarter, and more connected. The businesses that adapt now will be the ones creating the experiences customers truly value."