Customer engagement platform Twilio has announced that it is set to enable companies to create personalised, customer-aware experiences powered by OpenAI . Through this integration, Twilio customers are to be able to leverage OpenAI’s GPT-4 model to power new generative capabilities in Twilio Engage, its multichannel marketing solution built atop the Segment Customer Data Platform.

The combination of Twilio Segment and Open AI’s strong Large Language Models (LLMs) will create opportunities for businesses to activate a unique understanding of their customers across every interaction. Twilio’s customer-aware generative AI The announcement is part a part of Twilio CustomerAI, a tech layer that combines the power of predictive and generative AI with the customer data of Twilio’s Customer Engagement Platform. Most companies know that to understand their customers, they need to leverage their data, yet find difficulty in doing so, as data pipelines break, data formats rapidly evolve, and teams oftentimes don’t have the bandwidth to fully leverage the potential of the customer data at hand.

With AI unlocking new opportunities, having organised, clean, and actionable data that is AI-ready is increasingly important. Twilio’s Customer Engagement Platform seeks to enable companies to unlock their data, understand their customers with Twilio Segment, and activate said understanding across their contact centre with Twilio Flex, their marketing campaign with Twilio Engage, and their products. Per the announcement, Twilio CustomerAI infuses increased customer understanding and personalisation across each of these customer touchpoints.

Brad Lightcap, COO of OpenAI said that as AI helps drive down the cost of intelligence, companies are increasingly enabled to deliver a highly personalised experience for all customers, and the collaboration with Twilio seeks to further this. Per their statement, Twilio Segment’s Customer Data Platform will allow LLMs to unlock deep personalisation at scale for every business. Jeff Lawson, CEO of Twilio advised that LLMs come as the next wave of innovation in customer engagement, with tools such as ChatGPT entering the enterprise space to power groundbreaking experiences in sales, service, content, and marketing, amongst others.

The official added that Twilio CustomerAI enables companies to build customer-aware interactions, providing language models with the context to build such interactions, as without customer awareness, any ChatGPT-like experience would be generic and unhelpful. Per their statement, CustomerAI helps companies transform LLMs into increasingly helpful and knowledgeable agents, at scale. The integration with OpenAI is set to formalise opportunities that a multitude of Twilio’s community of developers have been experimenting with.

To exemplify, the press release highlights that it is possible to build a ChatGPT plugin for Twilio Flex, which enables users to access Flex directly from ChatGPT’s interface, thus creating a new channel for brands. Meanwhile, developers can create voice-activated chatbots leveraging Twilio’s native speech recognition and Amazon Polly Neural text-to-speech capabilities with ChatGPT. ChatGPT’s potential is also exemplified in the press release when paired with Twilio Programmable Messaging, used to build a serverless SMS chatbot.

Per the announcement, these builds help validate the potential of OpenAI and Twilio’s ongoing and aligned efforts, and the value it can offer customers looking to improve their customer engagement strategies. .