Conversational AI Drives Customer Interactions in East Africa
A recent study by Infobip has uncovered a significant shift in how customers interact with brands, driven by advancements in conversational experiences and generative AI. This trend is particularly pronounced in East Africa, where platforms like WhatsApp and Facebook are widely used.
The growth of conversational customer experiences is evident in the region's high usage rates of these platforms. Ivan Ostojić, Chief Business Officer at Infobip, anticipates the widespread adoption of interactive AI in customer service, marketing, and sales automation.
In 2023 alone, conversational messaging channels have seen remarkable growth. Mobile app messages surged by 137%, social media messages rose by 73%, and chat app messages increased by 63%. WhatsApp, the leading digital channel for conversational marketing, witnessed a 29% increase in mobile app messaging for marketing purposes.
Conversational experiences are now integrated throughout the customer journey, from marketing to commerce and support. Besides WhatsApp and Facebook, other chat apps like Messenger, Viber, and Line have seen significant increases in business communication usage. In East Africa, besides these, platforms like RingCentral, Zoom, and Binotel Online Chat are also popular for their integrated messaging, video conferencing, and VoIP services.
WhatsApp remains the primary channel for brands to engage in conversational support, with 90% of messages sent through the app. As conversational experiences continue to evolve, businesses are increasingly adopting these channels to engage with customers, driving growth and innovation in customer-brand interactions.
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