In an era where AI shapes nearly every customer touchpoint, the difference between loyalty and lost opportunity now lies in one word personalisation. Twilio’s latest 2025 State of Customer Engagement Report shines a stark light on the widening gap between what brands believe they deliver and how consumers actually feel. And the verdict is clear: context matters, timing matters and above all, being human matters.
Indian consumers, in particular, are setting high expectations. A remarkable 79% are willing to spend more when engagement feels personal, while an overwhelming 98% say they’re more likely to purchase when the interaction is real-time and tailored. Yet, despite this appetite for connection, only 30% feel brands consistently deliver personalised experiences. The disconnect has consequences 88% say they will abandon a purchase if the engagement feels impersonal, a data point that should be sounding alarms in every marketing boardroom.
Adding further complexity is the role of AI. While 91% of Indian consumers want AI to feel more human, 72% believe they should be told when they’re interacting with it. This signals a deeper call for transparency, emotional intelligence, and trust not just automation for automation’s sake. Globally, although 96% of companies claim AI is improving customer service, only 45% of consumers actually feel understood. It’s a sobering reminder that technology without empathy fails to resonate, no matter how advanced the algorithms.
Nicholas Kontopoulos, VP of Marketing, Asia Pacific & Japan at Twilio, summed it up best: “Indian brands are leading the charge with AI, but the next big leap is towards individualisation where every interaction is not just personalised but also contextual, human, and trustworthy.”
The message is clear: in the race for digital transformation, brands must not confuse automation with connection. The future of customer engagement isn’t just about being faster or smarter it’s about being real. And in a marketplace where one click can make or break loyalty, the brands that win will be the ones that listen, learn, and lead with empathy.
