---
title: "The #1 AI behavior hurting your customers’ experiences"
description: "91% of brands report a drop in customer satisfaction from AI, and the top behavior causing this is losing context when customers change channels, cited by 40% of businesses. Three of the four main behaviors are context-related, with lack of empathy at 39%, inability to handle exceptions at 38%, and failing to understand at 36%. The infrastructure problem includes session boundaries, identity mismatches, channel-specific tooling, and batch timing that prevent context from following the customer, causing 74% of consumers to repeat themselves and 71% to abandon conversations. Twilio’s structural solutions—Conversations, Conversation Memory, and Conversation Orchestrator—attach context to the customer rather than the session and recommend starting with the chat-to-voice transition. To measure improvement, track repeat-explanation rate after a channel change, recognition rate, and abandonment at transition points."
---

# The #1 AI behavior hurting your customers’ experiences

[Twilio](https://yomu.fyi/company/twilio) · Jesse Sumrak · Sep 25, 2026

**Type:** Explainer

## Summary

91% of brands report a drop in customer satisfaction from AI, and the top behavior causing this is losing context when customers change channels, cited by 40% of businesses. Three of the four main behaviors are context-related, with lack of empathy at 39%, inability to handle exceptions at 38%, and failing to understand at 36%. The infrastructure problem includes session boundaries, identity mismatches, channel-specific tooling, and batch timing that prevent context from following the customer, causing 74% of consumers to repeat themselves and 71% to abandon conversations. Twilio’s structural solutions—Conversations, Conversation Memory, and Conversation Orchestrator—attach context to the customer rather than the session and recommend starting with the chat-to-voice transition. To measure improvement, track repeat-explanation rate after a channel change, recognition rate, and abandonment at transition points.

## Context

91% of brands report customer satisfaction drops due to AI, with the top behavior being losing context across channels. Three of four top behaviors are context-related. Consumer data shows 74% repeat themselves, 71% abandon if AI fails to recognize them.

## Approach / What changed

Attach context to the customer instead of the session by using a single conversation lifecycle across channels, keeping profiles current in real time, routing based on conversation state, resolving identity ahead of runtime, and starting with the chat-to-voice transition. Twilio Conversations, Conversation Memory, and Conversation Orchestrator implement this.

## Takeaways

- The top AI behavior hurting customer satisfaction is losing context across channel changes, cited by 40% of businesses, not AI hallucinations or speed.
- Session boundaries, identity mismatches, channel-specific tooling, and batch timing are the infrastructure issues causing context loss.
- To fix context loss, attach context to the customer using cross-channel conversation lifecycle, real-time profile syncing, and pre-resolved identity, starting with the chat-to-voice transition.

## FAQ

### What is the biggest problem with AI customer service?

Twilio found losing context between channels or interactions is the top AI behavior damaging customer satisfaction, named by 40% of businesses. 91% of brands have seen satisfaction drop from an AI misstep.

### Why does my AI forget the conversation when a customer switches channels?

Most conversational systems scope memory to a session and run voice, chat, and SMS on separate tools. Twilio Conversations models those touchpoints as one lifecycle so context follows the customer instead of the channel.

### How do I measure cross-channel context problems?

Track repeat-explanation rate after a channel change, recognition rate at the start of a conversation, and abandonment at transition points.

**Tags:** [AI](https://yomu.fyi/topic/ai), [Conversational AI](https://yomu.fyi/topic/conversational-ai), [Customer Experience](https://yomu.fyi/topic/customer-experience), [Twilio](https://yomu.fyi/topic/twilio)

- Source: [Twilio](https://www.twilio.com/en-us/blog/insights/lost-context-between-channels)
- Source URL: https://www.twilio.com/en-us/blog/insights/lost-context-between-channels
- Ingested by Yomu: 2026-09-25T18:00:17.326Z

[Read original post](https://www.twilio.com/en-us/blog/insights/lost-context-between-channels)