Vonage has unveiled its latest customer engagement report, which highlights the evolving consumer preferences for business communications and shows the increasing role of artificial intelligence (AI) in enhancing customer interactions.
“A highlight of this year’s results is the reinforcement on the importance of layering AI over existing programmable communications vehicles – voice, video, messaging and so many more. Engaging with customers on their channel of choice with features and capabilities that are more personalized, more automated and more meaningful will continue to set businesses up for success,” said Reggie Scales, global head of applications for Vonage.
This year’s data reaffirms the growing reliance on AI to streamline communication. More consumers are embracing AI-driven solutions across various channels, highlighting the need for businesses to integrate AI with existing communication platforms.
The increase in AI usage
The survey shows a notable increase in customer adoption of AI-powered tools over the next 6 to 12 months. Specifically, 32% of respondents plan to use chatbots more frequently, up from 23%. Video chat usage is also set to rise, with 28% intending to increase its adoption, compared to 26% previously.
In addition, 26% of customers will engage more with voice assistants (up from 22%), while 25% plan to enhance their use of automated phone support and in-app calling, up from 21% and 22%, respectively. By integrating AI into everyday customer interactions, businesses can foster seamless, real-time conversations that are more efficient, personalised, and meaningful.
Regional preferences
Furthermore, the study reveals how AI adoption varies by region. In Asia-Pacific, AI is key in messaging via non-SMS apps (31%) and phone calls through messaging apps (30%). U.S. consumers still favour traditional SMS, phone calls, and email but are gradually shifting toward AI-driven channels like push notifications (23%) and messaging apps (26%).
Mobile calls and email remain dominant in EMEA, though AI-powered messaging and live chat are gaining traction.
Key frustrations
Long wait times, repeated customer service calls and agent transfers are among the top consumer frustrations. AI-powered solutions—like virtual assistants, chatbots, and intelligent call routing—can minimise these pain points, improving efficiency and satisfaction.
Since 75% of customers will switch brands after a bad experience, businesses must prioritise seamless AI-enhanced interactions to build loyalty and drive revenue.