Conversation is the new brand infrastructure

Estimated reading time: 8 minutes

Conversation is the new brand infrastructure

For years, we’ve talked about digitization, omnichannel marketing, and personalization as if they were evolutionary improvements in marketing. But what we’re experiencing now is something different. We’re not optimizing channels. We’re changing the interface.

Conversation is becoming the new infrastructure upon which the relationship between brands and customers is built. And in Spain, there is already enough data to confirm that this shift is not just an experiment. In fact, I would go so far as to say that Spain is a market that is already ready for it.

According to the CNMC, e-commerce in Spain exceeded 84,000 million euros in revenue in 2023, with sustained growth in sectors such as tourism, fashion, retail, and food. In addition, according to data from the ONTSI (National Observatory of Technology and Society), more than 90% of Spanish internet users regularly use instant messaging apps, and more than 75% make online purchases on a regular basis.

Therefore, we already have evidence that Spain is not a digitally emerging market. It is a mature market, and as such, frictionless experiences are now expected; in this regard, companies and specialized consulting firms must be prepared to rise to the challenge.

From Forms to Dialogue

The traditional digital experience was designed around rigid processes: lengthy forms, endless phone menus, and forced navigation. Today, the system is beginning to adapt to the customer.

In the Spanish banking sector, for example, virtual assistants handle millions of interactions each year. A few days ago, we learned that institutions such as BBVA and CaixaBank have developed assistants capable of resolving inquiries, guiding transactions, and escalating complex cases with context. Here at our company, we also have very powerful examples in sectors such as the automotive and insurance industries that are yielding excellent results.

But the real breakthrough isn’t in the interface—it’s in integration. A modern conversational agent should be characterized by:

• Fully understand natural language.

• Maintain contextual memory.

• Connect to core systems.

• Perform operations.

• Ensure traceability.

Because if it just responds, it’s a chatbot. But if it understands and takes action, it’s a strategic layer.

One thing we must be very clear about is that automation is not the same as personalization. In Spain, many companies have made progress in marketing automation, but true personalization occurs when the system adapts the conversation in real time.

In retail, for example, where price competition is fierce, differentiation begins to take shape in the post-purchase experience: efficient returns, clear information, and immediate assistance. A chatbot capable of identifying a customer’s purchase history and anticipating their intent reduces friction and increases loyalty. It’s not a matter of segmentation; it’s a matter of understanding.

Beyond Cost Savings: Operational Intelligence

At this point, the discussion about AI usually starts with cost savings. And in a country where the average cost of a contact center agent can range from 20 to 25 euros per hour, the efficiency is clear.

But cost savings are just the most superficial benefit. The real impact becomes apparent when the organization analyzes 100% of its conversations.

In sectors such as telecommunications and utilities in Spain, where the volume of interactions is massive, conversational agents make it possible to detect:

• Actual reasons for leaving.

• Recurring confusion regarding rates.

• Issues with the digital experience.

• Opportunities for improvement in onboarding.

This allows brands to stop relying on incomplete surveys and start redesigning processes using structured data. And that changes the way decisions are made.

According to PwC’s “Future of Customer Experience” study, more than 30% of consumers abandon a brand after a bad experience, even if the price is competitive.

In Spain, where digital customers can easily compare options and switch providers without any hassle, consistency is critical. A well-integrated conversational agent allows an interaction to start on the website, continue on WhatsApp, move to voice, and end with a human agent—all without having to repeat information or restart processes.

That’s not just a cosmetic improvement. It’s architecture.

Technology That Amplifies Talent

At MIO Group, we have always been committed to talent and technology, and with the advent of AI, our conviction has remained the same: AI without talent is useless. Agents handle high volumes and repetitive tasks. Human teams focus on complex problem-solving, consulting, and strategic decision-making.

AI doesn’t eliminate talent. It redirects it toward higher-value tasks. The difference lies in how the operational model is designed and in being able to move on to the next step.

The user’s personal agents interacting with brand agents—that is, comparing offers, managing renewals, making reservations…

In a market like ours, with high penetration of digital banking, e-commerce, and online services, this evolution will be rapid, and this will force companies to demonstrate real capabilities, robust APIs, and coherent architectures.

Conversation will cease to be merely a channel and will instead become the invisible infrastructure of the business.

A Final Thought

The domestic market has already completed its basic digital transition. The next phase will not involve more apps or more channels—as I mentioned earlier—but rather the integration of conversation with operations.

Ultimately, conversational AI agents are not just an incremental improvement in customer service; they are a redefinition of how the brand-consumer relationship is built in a mature and competitive market.

Anyone who sees it as a standalone pilot will be too late. Anyone who sees it as infrastructure will begin to design the user experience starting with the architecture.

Because the future of the customer experience isn’t just digital. It’s conversational.

Are you ready?

Miguel Ángel Garcimartín Director of Technology