venturebeat

2025-12-15

Why agentic AI needs a new category of customer data

Presented by Twilio


The customer data infrastructure powering most enterprises was architected for a world that no longer exists: one where marketing interactions could be captured and processed in batches, where campaign timing was measured in days (not milliseconds), and where "personalization" meant inserting a first name into an email template.

Conversational AI has shattered those assumptions.

AI agents need to know what a customer just said, the tone they used, their emotional state, and their complete history with a brand instantly to provide relevant guidance and effective resolution. This fast-moving stream of conversational signals (tone, urgency, intent, sentiment) represents a fundamentally different category of customer data. Yet the systems mo [...]

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