Digital trust has become a decisive factor in brand-customer communication. Data collected by Sinch — a global leader in cloud-based conversational communication — shows that brands adopting verified messaging achieved up to 70% read rates and ROI exceeding 137%.
With the advancement of deepfakes and voice spoofing, verified senders, visual brand elements, and frictionless authentication will define digital trust. Unverified or irrelevant content will be filtered before reaching the user.
In this scenario, companies are accelerating the adoption of verified identity, official visual elements, and voice biometrics to ensure authenticity.
“It is not enough to be relevant — you must be trustworthy. Security and verification will be the new foundation of the consumer-brand relationship,” states Mario Marchetti, General Manager of Sinch for Latin America.
The trend points toward a combination of invisible security and visible authenticity signals, creating frictionless trust.
Email gains new life with AI
Although many experts predicted its decline, email is far from disappearing — it is evolving. The inbox is undergoing a silent transformation, driven by artificial intelligence and a new logic of relevance. Smart inboxes filter irrelevant content and will prioritize verified and contextual messages. Lack of relevance will be clear: if it is not trustworthy or personalized, it will be invisible.
The channel remains a consumer preference: 77% choose email to receive promotional messages and 50% use it for order confirmations and updates, according to data from the global research *The State of Customer Communications 2025*, conducted by Sinch.
What changes, however, is the way to engage. With the advancement of smart inboxes, which prioritize useful content and valuable conversations, mass-blast campaigns tend to lose ground to personalized and context-driven communications. Consumer expectations follow this shift: 42% expect promotions aligned with their preferences and 29% want brands to use their purchase history to offer more relevant interactions.
In this new landscape, email ceases to be merely an informational channel and transforms into a space for continuous dialogue, where digital assistants enhance timing, content, and personalization — rewarding brands capable of delivering value with precision, not volume.
