When AI works for customer communication
Implementing AI for customer communications is a positive step. Providing customers with relevant communications, such as automated emails, service notifications, real-time alerts, and personalised journeys, makes engagement faster and smarter. But AI doesn’t always equal better communication.
“AI bloat” is used to describe surge of automated messages that overwhelm inboxes, leading customers to switch off.
Key takeaways:
- Research from Constant Contact shows 69% of consumers believe they receive too many emails from brands.
- Global research from Emarsys highlights 60% say most marketing emails they receive are not relevant.
- Customers value relevance and clarity over message volume.
- AI enables personalisation and speed.
- Coordinated communication builds trust, improves engagement and strengthens brands.
- Customer Communications Management (CCM) provides the foundation for smarter, more human communication.
From automation to intelligent co-ordination
AI bloat occurs when organisations deploy multiple AI-powered tools across marketing, service and operations without a unified communication strategy.
Each system generates messages independently, often unaware of what the customer has already received. The result is a steady stream of overlapping emails, alerts and notifications that blur together.
“AI is meant to help brands communicate better, but without coordination and governance, it’s doing the opposite. Customers aren’t disengaged because a brand lacks technology; they are disengaged because they’re overwhelmed.”
— Andrew Stevens, Senior Director, Enterprise Digital Product Marketing at Quadient
Instead of overwhelming customers, well-orchestrated AI helps ensure every message has a purpose and a clear place in the customer journey.
Customers reward relevance
Recent research reinforces what leading brands already know:
- Customers engage more when communications are timely, clear and relevant.
- Fewer, better messages outperform high-volume outreach.
When brands focus on value rather than volume, communications feel personal rather than repetitive — helpful rather than intrusive.
AI makes this possible by analysing context, behaviour and preferences, allowing organisations to meet customers where they are, with messages that matter.
Why communication leaders are raising the bar
Forward-thinking organisations are strengthening their communication strategies by focusing on three key areas:
By aligning CRM systems, marketing platforms and service tools, businesses gain a complete view of the customer, enabling smarter, more consistent communication. Engagement, understanding and customer trust are becoming as important as speed and scale. With clear ownership and standards, AI tools can enhance brand voice rather than fragment it. The result is communication that feels intentional, not automated.
Why CCM is a strategic advantage
AI works effectively when paired with a modern Customer Communications Management (CCM) platform. A CCM layer provides structure, visibility, and control for customer communications.
With CCM, organisations can:
- Coordinate communications across every channel.
- Manage timing, frequency and priority with confidence.
- Maintain consistent tone, language and compliance
- Reduce unnecessary messaging while strengthening trust.
This approach helps organisations meet customer expectations and regulatory requirements without sacrificing efficiency or innovation.
Communicate with purpose
The future of customer communication belongs to organisations that use AI thoughtfully, focusing on relevance, respect and relationships.
By investing in orchestration alongside automation, businesses can:
- Improve engagement.
- Reduce customer fatigue.
- Build stronger, more trusted brands.
Effective communication isn’t about saying more. It’s about saying what matters.
Discover how Quadient Customer Communications Management helps organisations simplify communication, cut through the noise and deliver experiences customers value.
Frequently asked questions (FAQ)
What is AI bloat and how can it be avoided?
AI bloat occurs when automated messages are created without coordination. It can be avoided through governance, orchestration and a clear communication strategy.
Can AI still improve customer communications in 2026?
Absolutely. When used intentionally, AI enables more relevant, timely and personalised communication.
What role does CCM play alongside AI?
CCM provides structure and control, ensuring AI-driven communications are consistent, compliant and aligned to customer need.
Why is Quadient strong in AI for CCM?
Quadient combines proven CCM expertise with purpose-built AI to orchestrate relevant, compliant communications and reduce customer noise.
With nearly 2 decades of experience at one of the worlds largest banks, Andrew is ideally placed to ensure that Quadient’s product suite continues to evolve to meet the needs of today’s financial institutions. His resume covers all aspects of banking operations and technology with respect to customer communications management and customer experience, and he has built a reputation as someone that can successfully execute complex international transformational projects in these fields. He earned his law degree in his home town of Sheffield, UK.