Digital trust has become a decisive factor in communication between brands and customers. Data collected by Sinch — a global reference in conversational communication in the cloud — shows that brands that adopted verified messages reached a 70% reading rate and an ROI of more than 137%.
With the rise of deepfakes and voice spoofing, verified senders, branded visuals and frictionless authentication will define digital trust. Unverified or irrelevant content will be filtered before reaching the user.
Faced with this scenario, companies are accelerating the adoption of verified identity, official visual elements and voice biometrics to guarantee authenticity.
"It's not enough to be relevant — you need to be trustworthy. Security and verification will be the new basis of the relationship between consumer and brand", says Mario Marchetti, general director of Sinch for Latin America.
The trend points to a combination of invisible security and visible signs of authenticity, creating trust without friction.
Email gains new life with AI
Although many experts have 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. The 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 survey The State of Customer Communications 2025, conducted by Sinch.
What changes, however, is the way of engaging. With the advancement of smart inboxes, which prioritize useful content and valuable conversations, mass trigger campaigns tend to lose space for personalized and context-driven communications. Consumer expectations follow this movement: 42% expect promotions aligned with their preferences and 29% want brands to use their purchase history to offer more relevant interactions.
In this new scenario, email stops being just an informative channel and becomes a space for continuous dialogue, where digital assistants improve timing, content and personalization — rewarding brands capable of delivering value with precision, not volume.
