{"id":70211,"date":"2025-06-14T10:06:31","date_gmt":"2025-06-14T02:06:31","guid":{"rendered":"http:\/\/www.upgrademag.com\/web\/?p=70211"},"modified":"2025-06-14T10:06:34","modified_gmt":"2025-06-14T02:06:34","slug":"ai-alone-wont-cut-it-brands-must-be-transparent-and-tailor-engagement-to-win-over-filipino-consumers-twilio","status":"publish","type":"post","link":"http:\/\/www.upgrademag.com\/web\/2025\/06\/14\/ai-alone-wont-cut-it-brands-must-be-transparent-and-tailor-engagement-to-win-over-filipino-consumers-twilio\/","title":{"rendered":"AI alone won\u2019t cut it; brands must be transparent and tailor engagement to win over Filipino consumers: Twilio"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Twilio, the customer engagement platform that drives real-time, personalized experiences for leading brands, today released its sixth annual\u00a0<a href=\"https:\/\/www.twilio.com\/en-us\/state-of-customer-engagement\" target=\"_blank\" rel=\"noreferrer noopener\">State of Customer Engagement Report<\/a>. <\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Based on a global survey of more than 7,600 consumers and 600+ business leaders across 18 countries, including the Philippines, the report underscores a powerful trend: AI is driving clear ROI<strong>\u2014<\/strong>but unless businesses also earn consumer trust and deliver relevance in the moment, they risk leaving real value on the table.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In a macroeconomic climate where every peso counts, the stakes are high. 97% of Philippine companies say AI is already improving customer-facing operations such as support, marketing, and personalization. Additionally, more than 6 out of 10 (63%) Philippine businesses say it\u2019s speeding up their response times, and 57% see more satisfied customers.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, alongside the wider adoption of AI among local brands, consumer expectations for AI are evolving. Filipino consumers are demanding greater transparency, with 71% seeking clearer terms and conditions from brands and 68% wanting to be informed when they are communicating with AI\u2014the highest proportion among Asia Pacific markets surveyed. This trend highlights the need for local brands to implement robust safeguards and enhance transparency in AI-driven interactions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cFilipino consumers have embraced brands that use AI, but there\u2019s a major caveat \u2014 engagement must feel natural and be grounded in trust,\u201d said\u00a0Nicholas Kontopoulos, Asia Pacific &amp; Japan Vice President of Marketing at Twilio. \u201cThis year\u2019s report shows that while brands are taking engagement up a notch, technology alone isn\u2019t the answer. Filipino consumers are leading the region in calling for transparency, and the companies that step up will truly unlock the potential of AI and earn customer loyalty.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Key insights from the report show why a better customer experience (CX) is the key to AI\u2019s return on investment for Philippine businesses:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>AI-powered personalization is delivering revenue\u2014but not trust.<\/strong>\u00a053% of brands now use AI to tailor experiences \u2014 from personalized content and recommendations to real-time support and dynamic offers \u2014 and half of these brands (50%) report increased customer spend. However, while AI is paying off, its responsible and effective implementation presents some hurdles \u2014 57% face security risks and 47% grapple with issues related to data quality and accuracy.\u00a0<\/li>\n\n\n\n<li><strong>There\u2019s lots to gain when brands personalize, and much to lose when they don\u2019t.<\/strong>\u00a0Philippine retailers operate in a demanding market where consumers are quick to walk away, with a significant 85% saying they abandon purchases when experiences fall flat. On the flip side, 99% are more likely to buy, and 71% are willing to spend more when engagement is personalized in real time. However, less than half (45%) of local brands say they\u2019re executing at that level.<\/li>\n\n\n\n<li><strong>Trust remains fragile, and control is key.<\/strong>\u00a0Only 20% of Filipino consumers \u201cabsolutely\u201d trust brands with their data, and 63% of consumers don\u2019t believe brands use their data in their best interest. Moreover, most Filipino consumers want control over their personalization settings and to be able to communicate with brands on their preferred channels &#8211; be it social media, email, text or voice.\u00a0<\/li>\n\n\n\n<li><strong>AI\u2019s next frontier is smarter, more genuine customer engagement.<\/strong>\u00a0Although AI acceptance is growing, customers still value human involvement. In fact, 80% of Filipino consumers say it is important for AI-powered brand interactions to feel as though they come from a human.<\/li>\n\n\n\n<li><strong>Smart investments are separating leaders from laggards.<\/strong>\u00a0To stay competitive, 93% of Philippine businesses plan to build custom CX tools rather than buy off-the-shelf\u2014betting on better data, transparency, and automation to stay competitive. Additionally, 67% plan to adopt Rich Communication Services (RCS) when it becomes available to create richer customer conversations.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">In a world where customer loyalty is harder to win \u2014 and easier to lose \u2014 businesses can no longer afford to treat trust and personalization as optional. The 2025 State of Customer Engagement Report makes it clear that customers have a strong desire to retain control and autonomy over their brand interactions and to have a hand in shaping their AI-driven experiences. Brands that build transparent, real-time relationships will be best positioned to drive growth, deepen loyalty, and stand out in an increasingly competitive, AI-powered marketplace.<\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><em>The full 2025 State of Customer Engagement Report is available\u00a0<a href=\"https:\/\/www.twilio.com\/en-us\/state-of-customer-engagement\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Based on a global survey of more than 7,600 consumers and 600+ business leaders across 18 countries, including the Philippines, the report underscores a powerful trend: AI is driving clear ROI\u2014but unless businesses also earn consumer trust and deliver relevance in the moment, they risk leaving real value on the table.\u00a0<\/p>\n","protected":false},"author":6,"featured_media":64937,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[853,96,2727,1656,7551],"class_list":["post-70211","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-white-papers","tag-artificial-intelligence","tag-technology","tag-technology-adaption","tag-technology-investment","tag-twilio"],"_links":{"self":[{"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/posts\/70211","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/comments?post=70211"}],"version-history":[{"count":1,"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/posts\/70211\/revisions"}],"predecessor-version":[{"id":70212,"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/posts\/70211\/revisions\/70212"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/media\/64937"}],"wp:attachment":[{"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/media?parent=70211"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/categories?post=70211"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/tags?post=70211"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}