Title: Messaging Trends 2025 - AI Hub First Year Analysis URL: https://www.infobip.com/messaging-trends-report-2025/ai-trends # AI Hub - First year analysis Brands across all verticals have had great success building chatbots for individual use cases, but the challenge is to unite these interactions across channels into one cohesive conversational journey. With the emergence of interactive AI, brands have the opportunity to incorporate a federation of different chatbots and AI algorithms to work together to trigger actions at the ideal points during the customer journey - in customer service, in supporting marketing and sales automation, and for operational use cases like scheduling deliveries or managing payments. With the release of AI Hub in 2023, our aim was to help businesses to capitalize on this opportunity by simplifying the process with the help of our technology and our established partnerships with trusted players in the AI space. We now have a full year’s data to analyze exactly how enterprise brands are using AI, the most popular use cases, and the types of queries and transactions that AI is helping with. ## What is AI Hub? AI Hub is our solution that integrates analytics, AI and GenAI technology into our core product portfolio. AI Hub enables businesses to build end-to-end conversational customer journeys that add value to their customers in all the right places. To do this we collaborated with Microsoft to develop new ways of integrating generative AI within its customer engagement suite to be able to offer more conversational experiences to consumers with reduced risk of hallucinations. For example, we integrated OpenAI’s ChatGPT model through Microsoft Azure OpenAI Service into AI Hub to ensure that our language models are secure, isolated from the outside world, and that customer data is secure at all stages of their journey.  ## Analysis Launched in late 2023, these are the five key takeaways from our analysis of the first full year of conversational interactions processed by AI Hub.  ## The learning curve is short Typically, we have seen that customers start with a single use case and relatively low volumes. However, as the value quickly becomes apparent, volumes soon increase dramatically. We have seen this pattern repeatedly as new customers onboard.  ## Message volumes are highest in the finance and insurance sectors  Banking and insurance industries stand out with the highest number of total interactions. This indicates these industries are using AI solutions for both front of house and high-volume transactional exchanges.   This is also a testament to the security credentials of AI Hub as these sectors are known for having some of the strictest security rules when it comes to AI and the processing of data due to the sensitivity of the personal and financial information they handle.  ## Complexity is high By analyzing the ratio of prompt tokens, completion tokens, and embedded tokens generated by the AI model tells us that it is handling complex interactions that require detailed processing. This implies that brands are using AI for more complex tasks than answering FAQs and triggering one-off actions.   Businesses that were the first to adopt AI Hub are now pushing ahead and creating end-to-end customer engagement journeys using GenAI, for example creating purchase flows where AI is used to re-engage with consumers over chat channels to bring them back into the flow.   ## Prompt tokens These are the pieces of text users input into a language model to get a response. Think of them as the words or characters that you type to ask a question or give a command. ## Completion tokens These are the pieces of text the language model generates in response to a prompt. It's the answer or output you get back from the model.  ## Embedded tokens These are the numerical representations of words or characters used by the model to understand and process text. Instead of working with raw text, the model converts words into numbers that it can manipulate mathematically. ## Rich media interactions peak during sale season In the retail and eCommerce sectors, interactions that included rich media peaked in November ahead of Black Friday and the sale season as businesses used AI to reach customers with marketing messages on channels like WhatsApp and RCS that support image carousels and video.  ## The rate of AI adoption has a regional bias AI adoption is evolving at a different pace across regions:  - **APAC** and **Europe** are leading the charge with businesses showing a strong appetite for integrating AI-driven solutions and a high level of trust from consumers. - **LATAM** is also seeing fast adoption, helped by less stringent regulations and a general enthusiasm for innovation in the market. - **MENA** growth is steady with some of the most sophisticated use cases. - **NAM** are progressing more cautiously, with regulatory frameworks taking longer to refine, slowing down the deployment process. ## How our customers are using AI ![messaging trends report](https://cdn-web.infobip.com/uploads/2025/02/messaging-trends-report-ai-hub-chatbots.png)## To build smart and reliable chatbots Creating conversational experiences using chatbots and virtual agents that work together across multiple use cases and that are trained and constrained on the specific client’s datasets to increase the accuracy and relevance of outputs. ![messaging trends report](https://cdn-web.infobip.com/uploads/2025/02/messaging-trends-report-ai-hub-agents.png)## Assisting human call center agents Helping agents to be more productive and responsive by using AI to provide real-time insights, summaries of previous calls with each customer, and suggested replies that are appropriate for the specific scenario. ![messaging trends report](https://cdn-web.infobip.com/uploads/2025/02/messaging-trends-report-ai-hub-fraud-detection.png)## Fraud detection and prevention AI is being used as a first line of defense to both monitor transactions and to trigger preventative workflows when potentially fraudulent activity is detected. ![messaging trends report](https://cdn-web.infobip.com/uploads/2025/02/messaging-trends-report-ai-hub-marketing.png)## Marketing campaigns AI is being used to both trigger and create specific campaigns across social media and messaging channels to benefit from opportunities that it has identified that give the business a tactical advantage over competitors. ## By leveraging AI, we can provide more personalized and efficient support to our passengers. We’re heavily invested in AI and are currently working with Infobip on a voice bot for voicemail and outbound messaging. The reason we’re moving towards this is also to keep up with the market trend. And with the voice bot enhancement, we will also build more brand loyalty and customer integrity that translates to loyalty and customer satisfaction. Maurice Robin Head of Preflight, AirAsia ## Customer stories [ ![](https://cdn-web.infobip.com/uploads/2024/12/claro-2.svg) Bringing high quality leads to a landing page with an AI chatbot on RCS . 7.7% increase of customer base as a result of brand ambassadors word of mouth . 10% click through rates as a result of chatbot interaction, delivering high value leads to dedicated web site . ](https://www.infobip.com/news/claro-sports-offers-ai-powered-chatbot-for-sports-fans-using-google-rcs-and-infobip-technology) [ ![](https://cdn-web.infobip.com/uploads/2024/12/megi-health-assistant-white.png) Megi Health Platform: Optimizing patient care with an interactive chatbot built using Infobip Answers . 86% CAT score . 65% reduction in data collection time . ](/customer/megi-health-platform) ## Shape the future of messaging with us Our custom solutions help businesses like yours to lead the way. 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