Personalization Takes Center Stage in Consumer-AI Conversations
The days of interacting with chatbots that only provide brief, generic responses are over. Today’s consumers prefer personalized conversations, with language tailored to context and representing the brand. According to a study by Infobip in collaboration with Opinion Box, 54% of Mexicans already fully trust AI agents.
AI agents are transforming the game, revolutionizing how brands interact with consumers and emphasize personalization. 44% of customers prefer contextual language, while 25% lean towards a formal tone depending on the brand or situation.
RCS Business Messaging Gains Traction in Mexico
The study, conducted across Mexico, Argentina, Colombia, Brazil, and the United States, reveals that 66% of Mexican respondents are open to interacting with businesses through RCS Business Messaging. This technology enriches traditional messages with buttons, images, and confirmations.
Janeth Rodríguez, Vice President of Revenue LATAM at Infobip, explains: “SMS was the undisputed king for decades; however, today’s customers face its successor: RCS Business Messaging, a channel that allows brands to communicate in the language of their current customers.”
Key uses of RCS include order tracking, scheduling appointments, and reminders. However, 57% of Mexicans express concern about cybersecurity when interacting via RCS, highlighting the need to build more trust around these solutions.
WhatsApp Remains the Preferred Channel
Despite RCS growth, WhatsApp leads with 74% preference in Mexico, followed by email (44%) and social media (29%). The choice varies by industry: while telecommunications, healthcare, transportation, and retail favor WhatsApp, banks lean towards email.
Chatbots are also thriving in the Mexican ecosystem, with 69% of users employing them regularly, mainly for resolving product or service doubts, technical support, and complaints.
“Mexican consumers value speed but also expect useful, personalized, and secure experiences. Brands that understand this are ahead in building long-term relationships,” asserts Rodríguez.
The report highlights that 83% of Mexican consumers consider real-time updates crucial and value personalized communications, reinforcing the need to adapt communication for each user.
Mexico’s Position Compared to the Region
Mexico and Colombia lead RCS adoption (66%), surpassing Argentina (64%). Across Latin America, WhatsApp remains the dominant channel, with similar levels in Colombia (76%), Brazil (75%), and Argentina (73%). In contrast, US users still prefer email (61%) and SMS (44%).
Security is the main challenge, with Mexico showing the highest concern (57%) about interacting with bots. 83% of Mexican consumers value brands adapting conversational tones or remembering their names, a percentage even higher than most Latin American countries.
“Mexican consumers combine a strong preference for WhatsApp with high expectations for personalization, agility, and security. These findings are crucial for brands to adjust their conversational strategies in the country,” concludes Rodríguez.
Key Questions and Answers
- What changes are consumers demanding in AI interactions? Personalized conversations with contextual language representing the brand.
- What is RCS Business Messaging? A technology that enriches traditional messages with buttons, images, and confirmations.
- What percentage of Mexican consumers are open to RCS interactions? 66%.
- Which channel remains the most preferred by Mexican consumers? WhatsApp (74%).
- What percentage of Mexican consumers value real-time updates and personalized communications? 83%.
- What is the main concern for Mexican consumers regarding bot interactions? Cybersecurity (57%).
