According to recent research by Infobip, a leading cloud communications platform, conversational customer experiences and generative AI have significantly impacted interactions between people and brands in the MENA region. Infobip analyzed over 473 billion digital communications interactions in 2023 between businesses and consumers and identified notable trends in business messaging.
As consumers in the MENA region look for deeper engagement with the brands they use, conversational messaging channels have become the focal point of communication growth. In 2023, Infobip observed an increase of 184% in voice and video applications, 146% in mobile app messages, and a 51% increase in the use of WhatsApp YoY in the Middle East region. This paradigm shift underscores the region’s proactive approach to embracing innovative communication technologies, facilitating seamless connectivity and engagement.
The research also shows that the telecommunication sector saw the highest growth in the adoption of conversational channels (89%), followed by the media and entertainment sector (53%), and the finance sector (52%).
