According to an interesting study by Twilio, most EMEA companies are investing heavily in conversational AI to drive customer loyalty and innovation. The report notes that 60% of EMEA organizations surveyed are in the final or complete stages of conversational AI development.
But all that glitters is not gold, because legacy infrastructure and trust in data remain key challenges that must be addressed to achieve truly efficient conversational AI. This is data taken from its global report “Inside the Conversational AI Revolution: How to Win the Race to Deliver Exceptional Experiences.”
Twilio’s findings are based on a survey of more than 4,800 consumers and 457 business leaders in 15 European countries. The research reveals how EMEA companies are accelerating their investment in conversational AI to improve customer service, strengthen loyalty and modernize their digital operations.
Rapid adoption and long-term investments
In Spain, 60% of organizations surveyed in EMEA are in the final or complete stages of implementing conversational AI, slightly below the global average (66%), but supported by larger internal teams. On average, EMEA companies dedicate 49 specialists to developing and maintaining these conversational AI solutions, well above the global average of 36.
Most organizations (88%) are taking a multi-model approach, using multiple conversational AI systems simultaneously to balance innovation, flexibility and trust. More than half (54%) expect their current result to be sustained for more than a year, indicating a focus on long-term sustainable value rather than quick replacement.
Most organizations (88%) are taking a multi-model approach, using multiple conversational AI systems simultaneously
“The commitment to conversational AI across EMEA is amazing – we are seeing significant investments in budget, people and resources,” said Peter Bell, Twilio’s vice president of marketing for EMEA. “As AI matures, the challenge for leaders is to stay relentlessly agile, ensuring their systems adapt to customer needs, while prioritizing transparency and building lasting trust.”
Data Trust
EMEA organizations are almost twice as likely as those in the US or APAC to cite compatibility of existing infrastructure as their biggest barrier to implementation.
Trust in data also varies: only 42% fully trust the conversational AI models they use, and EMEA companies are more likely to rely on location and device data (46%) for personalization. This highlights regional caution towards data use and regulatory compliance, key factors in maintaining customer trust.
EMEA companies are leveraging conversational AI primarily for technical documentation and FAQ management (59%) and website chat (54%), rather than social media. Their main motivations are brand innovation (58%), agent efficiency (52%), and customer loyalty (48%), demonstrating a clear focus on relationship building over automation efficiency.
To measure return on investment, most EMEA organizations prioritize complaint resolution (51%) and customer retention (42%), reflecting a pragmatic approach to the value of conversational AI in improving service quality.
