AI & ethical messaging set to shape UK customer experience

Infobip has outlined five major trends it expects to impact the UK's customer experience and technology landscape in 2026. The forecast centres on the integration of artificial intelligence, the evolution of messaging channels, and the requirement for ethical standards in digital communication.

AI personalisation

Infobip predicts a move towards real-time, AI-powered personalisation for customer engagement. Businesses are anticipated to use data on behaviour, location, and intent to shape interactions that respond dynamically to individual customer needs. Simple product recommendations will give way to complex, context-aware experiences across messaging and logistics.

New messaging channels

According to the forecast, brands will increasingly rely on rich communication services and AI-driven assistants as SMS faces regulatory and security hurdles. Channels offering interactive and visual communication, such as Rich Communication Services (RCS) and WhatsApp, are expected to take priority for customer engagement. This change aims to enable more intelligent and seamless exchanges throughout the customer lifecycle.

Responsible innovation

There will be greater attention on responsible AI deployment and data sovereignty. Infobip expects companies to prioritise regionally hosted, compliant AI solutions that make data control transparent. This is driven by both regulatory requirements and the importance of building customer trust. As AI capabilities expand, the need to balance innovation with clear governance standards is forecast to intensify.

Proactive engagement

Technological shifts are expected to see artificial intelligence transition from a support role to a more proactive force in customer experience. AI will not only answer requests but will anticipate what customers want, guiding decisions and personalising engagements in real time. This is set to require companies to rethink how they design customer interactions, emphasising ongoing dialogue and active assistance.

Strategic communication

With devices and platforms filtering or aggregating Application-to-Person (A2P) messages, companies are seen to be moving away from mass-messaging strategies. Instead, there will likely be a focus on trusted, opt-in communication through interactive messaging channels. Relevance and transparency in communication are expected to become key standards for customer engagement.

"2026 will be the year UK businesses harness AI's full potential. Firms will utilise AI not just to automate, but to anticipate customer needs and respond in real time. Businesses and brands that succeed in this environment will be those that combine intelligence, interaction, and integrity in every customer conversation," said James Stokes, Head of Enterprise, UK & Nordics, Infobip.