How do you understand an industry that is changing at a pace few could have predicted, especially with SIGNAL London still fresh in people’s minds and Twilio unveiling the next phase of its vision for customer engagement? That question is at the heart of today’s conversation with Peter Bell, VP Marketing for EMEA at Twilio, who joined me to unpack what the past year has taught both businesses and consumers about the role of AI in shaping modern experiences.
Peter starts by anchoring everything in one striking shift. Just a year ago, AI-powered search barely registered in global traffic. Today it accounts for about a fifth of all searches. This jump signals a broader behavioral shift as consumers instinctively move toward conversational interfaces, which in turn leaves brands with a clear message. The clock has moved on. AI is no longer a nice-to-have. It is a direct response to the way people now choose to discover, question and buy.
Our conversation focuses on the gap between customer expectations and the experiences they receive. Peter discusses why brands often struggle to coherently integrate channels, data and AI. He explains how first-party data has become the anchor for any serious AI strategy, why generic public models can’t solve brand-specific tasks, and why the most successful teams start with simple, tightly defined problems. Password resets may not sound glamorous, but it’s the kind of targeted use case that teaches teams how to manage data, automate it securely, and build trust in the process.
We also spend time on branded calling, RCS and the evolution of speech. Peter explains what modern messaging looks like now and why trust is central to every interaction. His explanation of Conversational Relay shows why natural voice exchanges finally seem within reach after years of frustration with rigid IVR systems. The common thread running through all of this is clear. Consumers want speed and clarity, but they also want reassurance, and brands must respect both sides of that equation.
Later in the conversation, Peter makes one of the most compelling points of the episode. Brand visibility has become harder, not easier, because much of the early research now takes place within AI tools. Buyers form their opinions long before they speak to a salesperson. This shift explains why so many B2B companies are returning to high-impact brand channels, whether that’s F1 sponsorship or other high-profile moments that keep them top of mind.
We conclude with the topic that Peter believes will define the next phase of enterprise AI. Model context protocol. MCP has proven to be a silent breakthrough, allowing LLMs to access data via CRM systems, files and other software using a standard protocol. This removes one of the biggest roadblocks in AI projects: the practical challenge of connecting disparate data to a model built for a specific purpose. As Peter puts it, MCP gives companies a realistic way to create special-purpose models that deliver reliable ROI.
It’s a wide-ranging conversation, shaped by SIGNAL London’s announcements, the evolving customer journey and a year in which AI has gone from curiosity to expectation. I would like to know which part stood out to you the most. Do you see the same shifts that Peter describes in your own company, and how are you preparing for the coming year?
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