EMEA firms ramp up conversational AI to boost loyalty & trust
New research indicates that EMEA businesses are increasing their investment in conversational AI, with the majority of organisations now close to full deployment. The findings suggest a growing emphasis on customer loyalty and operational modernisation, even as companies navigate longstanding challenges like outdated infrastructure and issues of data trust.
Deployment progress
According to the survey, 60% of companies in the EMEA region are in the final or completed stages of implementing conversational AI. While this figure sits just below the global average of 66%, EMEA organisations tend to allocate more staff to these projects, averaging 49 specialists per organisation, compared to a global mean of 36. This resource commitment underscores a focus on sustained rollout and ongoing management.
Multi-model approach
Organisations in EMEA are widely adopting multiple AI models. Data shows that 88% utilise more than one model, seeking to balance adaptability, trust, and technical capability. Over half of those surveyed (54%) expect to maintain their current AI solution for over a year, indicating a shift towards long-term strategies rather than rapid replacement or experimentation.
Investment priorities
The majority of surveyed organisations are pursuing conversational AI to enhance brand standing, drive agent efficiency, and strengthen customer loyalty. Brand innovation was cited as a top motivator (58%), followed by agent efficiency (52%) and customer loyalty (48%). Technical documentation and frequently asked questions (59%) and website chat functions (54%) are the most common use cases.
Infrastructure challenges
Compatibility with existing systems remains a principal hurdle for EMEA businesses. Respondents were almost twice as likely to report infrastructure barriers compared to peers in the US and Asia-Pacific regions. The region's relatively high degree of legacy IT appears to be slowing some initiatives, as companies weigh the costs and complexities of overhauling core systems.
Data trust and compliance
Levels of trust in AI models among EMEA organisations show caution, with only 42% of respondents fully trusting their deployed models. There is also a pronounced reliance on location and device data (46%) for personalisation, alongside a careful approach to regulatory compliance over the use of personal data. This trend is linked to efforts to sustain consumer trust while observing data protection requirements, which remain a priority across the region.
ROI measures
When assessing return on investment, most companies point to customer complaint resolution (51%) and customer retention (42%) as primary metrics. This demonstrates that value is being measured in terms of improvements to service quality and customer relationships, rather than straightforward cost reduction or automation rates.
"The commitment to conversational AI across EMEA is striking-we're seeing serious investments in budget, people, and resources," said Peter Bell, VP of Marketing, EMEA, Twilio.
"As AI matures, the challenge for leaders is to remain ruthlessly agile, ensuring their systems keep pace with customer needs while prioritizing transparency and building lasting trust," said Bell.
"Customer expectations are evolving fast. Conversational AI gives companies the ability to meet those expectations at scale, but success depends on balancing innovation with empathy, ensuring AI solutions are flexible, context-aware, and designed around trust," said Bell.
