Digital trust has become a decisive factor in communication between brands and customers. Data collected by Sinch — a global leader in cloud-based conversational communication — shows that brands that adopted verified messages achieved a 70% open rate and an ROI exceeding 137%.
With the rise of deepfakes and voice spoofing, verified senders, branded visual elements, and frictionless authentication will define digital trust. Unverified or irrelevant content will be filtered before reaching the user.
Given this scenario, companies are accelerating the adoption of verified identity, official visual elements, and voice biometrics to ensure authenticity.
“Being relevant isn’t enough — you have to be trustworthy. Security and verification will be the new foundation of the relationship between consumer and brand,” says Mario Marchetti, general manager of Sinch for Latin America.
The trend points towards a combination of invisible security and visible signs of authenticity, creating frictionless trust.
Email gets a new lease on life with AI
Although many experts predicted its decline, email is far from disappearing—it's evolving. The inbox is undergoing a silent transformation, driven by artificial intelligence and a new logic of relevance. Smart inboxes will filter out irrelevant content and prioritize verified and contextual messages. Irrelevance will be clear: if it's not trustworthy or personalized, it will be invisible.
Email remains the preferred channel for consumers: 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 to engage. With the advancement of smart inboxes, which prioritize useful content and valuable conversations, mass-distribution campaigns tend to lose ground to personalized and context-driven communications. Consumer expectations follow this trend: 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 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.
