Intelligent Engagement is a significant new business strategy driving adoption of CPaaS, AI and APIs (e.g. network APIs like the GSMA’s OpenGateway).
Evolving from tactical, piecemeal adoption of engagement services (such as bulk SMS, voice, etc.) and combined with intelligence from AI and network (and other) APIs, businesses are moving towards a goal of acting and responding in near real-time to market changes with their customers, partners, people and things.
The concept of Intelligent Engagement has developed from our analysis of the 100+ case studies in our members’ case directory and other conversations and insights we’ve gained from the market.,
When we set out, our aim was simple: understand how businesses are leveraging these technologies. What we found went beyond improving customer experience (CX) to transform entire business strategies.
From Fragmented Tactics to a Coherent Strategy
Historically, many organisations adopted communications solutions in a piecemeal fashion – adding SMS here, a chatbot there, some voice integrations elsewhere. The picture is changing fast now, catalysed by growing maturity in some sectors and the addition of powerful AI.
Businesses now want to act and respond in days or even hours instead of weeks and years. The combination of CPaaS and AI with data and network APIs means enterprises can do this – automating decisions, scaling operations dynamically, and meeting customers wherever they are.
Few organisations have reached the peak of this trend, but an increasing number are alert and on the way towards it.
The Business Case is Compelling
Our research, based on the results of the 100+ case studies so far, shows that the journey towards Intelligent Engagement is delivering concrete results:
- Strategic benefits are the top customer driver, cited in 78% of cases. Enterprises are seeking to streamline operations, improve scalability, and achieve better tracking.
- Cost efficiency (60% of cases) and experiential benefits (59%) also rank highly, with many organizations reporting up to 30% cost savings and significant responsiveness gains.
- We’re also seeing measurable growth impacts, including up to 95% improvement in message read rates, 50% in responses, and 40% in conversions.
These aren’t vanity metrics. They’re evidence of deeper organisational change, the shift to truly intelligent operations capable of withstanding rapid market shifts.
Towards a Roadmap to Intelligent Engagement
Intelligent Engagement isn’t a one-size-fits-all journey. Our analysis suggests there are some basic waymarks on the path:
- Tactical CPaaS – straightforward solutions like bulk SMS for reminders or marketing campaigns.
- Evolving CX Management – integrating multiple communication channels and data APIs to enrich customer interactions.
- Intelligent Engagement – deep AI integration, real-time data, and programmatic intelligence to create tailored, end-to-end experiences.
A few organisations leap directly to the most advanced levels; most progress incrementally, depending on their IT maturity and market needs.
An inspiring example from our Playbook is the Dutch Grand Prix project. Using a blend of APIs, chatbots, and AI-enhanced analytics, CM.com transformed ticketing, payments, and race-day experiences into a seamless digital journey showcasing the power of Intelligent Engagement to deliver both efficiency and exceptional fan experiences.
The Role of Telcos and Network APIs
Some telcos already sell CPaaS, CCaaS and UCaaS services, and there is strategic interest in initiatives like the GSMA’s Open Gateway, which seeks to promote global adoption of mobile Network APIs,
These APIs potentially unlock services such as fraud detection, identity verification, and dynamic bandwidth provisioning, allowing enterprises to enhance security and create new value propositions.
So for telcos, CPaaS is becoming more than an add-on: it’s part of Intelligent Engagement which will be a core telco B2B growth engine.
What to do?
At the CPaaS Acceleration Alliance, our mission is to accelerate this industry shift. By providing strategic research, sharing practical case studies, and fostering collaboration (like at CASA25 in Amsterdam 22nd – 24th September), we aim to help organisations turn Intelligent Engagement from an idea into a strategic imperative.
We invite all members, partners, and industry players to explore these insights deeply and share even more case studies. We want to build the most comprehensive and compelling set of data to help our members accelerate the market by providing the most current and compelling proof of value.
We also want to unite behind a shared narrative and shape a future where every enterprise interaction is not just reactive, but intelligently proactive.
If you’re a member, I encourage you to explore the full report now available in our online community portal — it’s packed with detailed data, case studies, and practical insights to shape your strategy.
And if you’re not yet a member, now is the ideal moment to join us: get access to exclusive research like this, connect with industry peers, and stay at the leading edge of how AI, APIs, and CPaaS are transforming enterprise engagement.
Andrew Collinson
Andrew Collinson is a telecoms and connected technologies expert, specializing in growth strategy, research, and thought leadership. As founder of Connective Insights, he helps clients translate new technologies into viable business models, with a focus on CPaaS, APIs, platform strategies, AI, and network automation.
Before joining CPaaSAA as Associate Research Partner, Andrew was Research and Commercial Director at STL Partners for 15 years, leading a successful research business. He also moderates events, conducts bespoke research, and advises on telecom innovation, stakeholder dynamics, and digital transformation.
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