Voice has always been a powerful way to connect with customers, but until recently, voice AI struggled to deliver the kind of seamless experience we associate with great service. That is starting to change. In this episode, I catch up with Sam Richardson from Twilio to discuss the renewed momentum behind voice AI and what it means for the future of customer experience.
Sam explains why voice is gaining relevance again. It is not just because the technology has improved, but because customers still prefer natural conversations when solving problems.
According to Twilio’s research, more than half of customers want to know when they are speaking to a bot, while nearly half do not mind as long as their issue gets resolved. That balance is important. It is not about deception. It is about resolving problems efficiently without losing the human touch.
We talked about the balance between automation and empathy. Sam emphasizes the importance of escalation paths. When a customer is frustrated, repeating themselves, or directly asking for a person, they should be able to reach one. Without that, companies risk creating what he calls “reality privilege,” where only premium customers receive human support. Voice AI should serve everyone, not create unfair divides.
Sam also shared how Twilio is helping businesses adapt without replacing everything. Using API-based tools, companies can integrate voice AI into existing systems. That flexibility matters, especially since 96 percent of Twilio customers are building custom customer experience solutions to fit their specific environments. This is especially relevant in industries like hospitality, retail, and automotive.
The early results are promising. Some companies are seeing a 60 to 70 percent increase in call containment and a noticeable drop in contact volume. Customer satisfaction scores have not suffered. Still, Sam is realistic. Long-term impact takes time to measure. The key is testing thoroughly, choosing the right solution, and tracking how customers actually feel.
