Infobip–HBR study finds 93% value CX, but only 36% rate their performance as effective, and just 11% excel with AI conversations – MediaBrief

The report, Conversational Experiences: The Untapped Potential of AI in Customer Engagement highlights a gap between organizations’ ambitions and execution: while many use SMS, messaging apps, email and chatbots at key points, most still fail to deliver the seamless, intuitive conversations customers expect.
Ben Lewis, VP Marketing and Growth, Infobip said, “While everyone talks CX, almost no one delivers. When brands can’t deliver meaningful, human-like conversations, they don’t just lose efficiency – they lose trust. It’s time to rethink what customer experience really means in the AI era”.
The study identifies critical roadblocks standing between brands and the modern customer: poor visibility of activity across all platforms (48%), difficulty capturing customer data across all stages of the customer journey (46%) and challenges integrating AI-powered features into communication platforms (44%). Nearly half cite a lack of best practices around using communication platforms (49%) and insufficient investment in advanced conversational technology (48%).
Encouragingly, companies recognize the need to close the gap. Over the next 12 months, when it comes to improving conversational experiences, 50% are prioritizing making processes more automated, 41% are prioritizing enhancing the use of AI in conversations, and 39% are prioritizing integration of communication platforms.
Infobip is powering customer interactions that are automated, personalized and fully human at scale.
Ben Lewis, VP Marketing and Growth, Infobip said, “This isn’t about tools – it’s about trust. Every message, chatbot and notification should feel like it understands you. That’s what we help brands deliver – across every channel, at any scale.”








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