Twilio Drives CX with Trust, Simple, and Smart
Summary Bullets:
- The combination of omni-channel capability, effective data management, and AI will drive better customer experience.
- As Twilio’s business evolves from CPaaS to customer experience, the company focuses its product development on themes around trust, simple, and smart.
The ability to provide superior customer experience (CX) helps a business gain customer loyalty and a strong competitive advantage. Many enterprises are looking to AI including generative AI (GenAI) and agentic AI to further boost CX by enabling faster resolution and personalized experiences.
Communications platform-as-a-service (CPaaS) vendors offer a platform that focuses on meeting omni-channel channel communications requirements. These players have now integrated a broader set of capabilities to solve CX challenges, involving different touch points including sales, marketing, and customer service. Twilio is one of the major CPaaS vendors that has moved beyond just communications applications programming interfaces (APIs), including contact center (Twilio Flex), customer data management (Segment), and conversational AI. Twilio’s product development has been focusing on three key themes: Trusted, Simple, and Smart. The company has demonstrated these themes through product announcements throughout 2025 and showcased at its SIGNAL events around the world.
Firstly, Twilio is winning customer trust through its scalable and reliable platform (e.g., 99.99% API reliability), working with all major telecom operators in each market (e.g., Optus, Telstra, and Vodafone in Australia). More importantly, it is helping clients win the trust of their customers. With the rising fraud impacting consumers, Twilio has introduced various capabilities including Silent Network Authentication and FIDO-certified passkey as part of its Verify, a user verification product. The company is also promoting the use of branded communications, which has shown to achieve consumer trust and greater willingness to engage with brands. Twilio has introduced branded calling, RCS for branded messaging, Whatsapp Business Calling, and WebRTC for browser.
The second theme is about simplifying developer experience when using the Twilio platform to achieve better CX outcomes. Twilio has long been in the business of giving businesses the ability to reach their customers through a range of communications channels. With Segment (customer data platform), Twilio enables businesses to leverage their data more effectively for gaining customer insights and taking actions. An example is the recent introduction of Event Triggered Journey (general availability in July 2025), which allows the creation of automated marketing workflows to support personalized customer journeys. This can be used to enable a responsive approach for real-time use cases, such as cart abandonment, onboarding flows, and trial-to-paid account journeys. By taking actions to promptly address issues a customer is facing can improve the chance of having a successful transaction, and a happy customer.
The third theme on ‘smart’ is about leveraging AI to make better decisions, enable differentiated experiences, and build stronger customer relationships. Twilio announced two conversational AI updates in May 2025. The first is ‘Conversational Intelligence’ (generally available for voice and private beta for messaging), which analyzes voice calls and text-based conversations and converting them into structured data and insights. This is useful for understanding sentiments, spotting compliance risks, and identifying churn risks. The other AI capability is ‘ConversationRelay’, which enables developers to create voice AI agents using their preferred LLM and integrate with customer data. Twilio is leveraging speech recognition technology and interrupt handling to enable human-like voice agents. Cedar, a financial experience platform for healthcare providers is leveraging ConversationRelay to automate inbound patient billing calls. Healthcare providers receive large volume of calls from patients seeking clarity on their financial obligations. And the use of ConversationRelay enables AI-powered voice agents to provide quick answers and reduce wait times. This provides a better patient experience and quantifiable outcome compared to traditional chatbots. It is also said to reduce costs. The real test is whether such capabilities impact customer experience metrics, such as net promoter score (NPS).
Today, many businesses use Twilio to enhance customer engagement. At the Twilio SIGNAL Sydney event for example, Twilio customers spoke about their success with Twilio solutions. Crypto.com reduced onboarding times from hours to minutes, Lendi Group (a mortgage FinTech company) highlighted the use of AI agents to engage customers after hours, and Philippines Airlines was exploring Twilio Segment and Twilio Flex to enable personalized customer experiences. There was a general excitement with the use of AI to further enhance CX. However, while businesses are aware of the benefits of using AI to improve customer experience, the challenge has been the ability to do it effectively.
Twilio is simplifying the process with Segment and conversational AI solutions. The company is tackling another major challenge around AI security, through the acquisition of Stytch (completed on November 14, 2025), an identity platform for AI agents. AI agent authentication becomes crucial as more agents are deployed and given access to data and systems. AI agents will also collaborate autonomously through protocols such as Model Context Protocol, which can create security risks without an effective identity framework.
It has come a long way from legacy chatbots to GenAI-powered voice agents, and Twilio is not alone in pursuing AI-powered CX solutions. The market is a long way off from providing quantifiable feedback from customers. Technology vendors enabling customer engagement (e.g., Genesys, Salesforce, and Zendesk) have developed AI capabilities including voice AI agents. The collective efforts and competition within the industry will help to drive awareness and adoption. But it is crucial to get the basics right around data management, security, and cost of deploying AI.




