Attentive launched Visibility AI, which is an AI-based targeting and deliverability product intended to enhance RCS for Business messaging campaigns’ success. This announcement represents another significant milestone towards the further development of mobile marketing since brands are moving away from regular SMS and are opting for advanced messaging experiences provided through Rich Communication Services (RCS).
According to Atteinte, Visibility AI is developed to help businesses deal with one of the most significant issues of RCS integration, such as ensuring proper message delivery that leads to increased customer engagement and, subsequently, revenues. The product relies on AI targeting based on inbox visibility to find out whether subscribers would be more engaged with RCS or SMS messages.
Besides Visibility AI, another product released by Attentive was Auto-upgrade which could automatically upgrade SMS and MMS campaigns to RCS campaigns when it finds appropriate devices and operators to do that. In addition to that, new testing and onboarding tools were created for helping companies make an easier transition to RCS.
RCS for Business is considered the next step forward in mobile messaging technology. Unlike the conventional text-based SMS, RCS offers customers more interactive messages that incorporate features such as carousels, video, images, quick replies, branded verification, and message-based commerce. Through RCS, consumers have the capability to perform functions in their default messaging apps.
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In the last two years, Attentive has continued to aggressively grow its ecosystem of AI-driven messaging. At present, the company works with over 8,000 brands on SMS, email, push, and RCS messaging while utilizing AI systems that have learned from more than 110 billion customer messages and billions of other interactions.
This product release comes at an important time in the advertising and marketing space. The adoption rate for RCS messaging is growing incredibly fast due to wider support from carriers and growing support from Apple on its messaging platforms. According to industry reports, the adoption rate increased by more than 550 percent in 2024, with rapid growth in North America.
This transition not only means a technological evolution beyond SMS for the marketer. Rather, it is altering communication between the brand and consumer as a whole by making messaging apps into an experience platform for commerce and interaction. It’s no longer about sending static text messages with outside links; it’s about offering app-like experiences right within the conversation.
However, Attentive’s Visibility AI solves one of the most critical issues regarding this shift: deliverability and performance optimization. Despite the fact that RCS delivers more options for customer interactions, marketers are still faced with the challenge of dealing with a variety of devices and carriers. Moreover, there is also engagement variability that needs to be considered.
There are also important implications for the advertising and marketing industry. The messaging platforms are becoming important customer engagement spaces rather than communication channels to be used on an ancillary basis. With more time being spent within messaging apps by users, there is a greater emphasis placed by brands on conversational commerce.
Such changes could have a profound effect on the approach to mobile advertising in the coming years. While display advertisements and email marketing campaigns have often found difficulty in achieving satisfactory engagement rates and competing for the attention of consumers, RCS provides a much deeper and direct medium of interaction.
According to industry statistics, RCS marketing campaigns have the ability to create significantly more interaction compared to regular SMS marketing campaigns. In some instances, the industry has estimated that RCS messaging offers click-through rates that are 3 to 7 times higher than SMS messaging.
In retail, e-commerce, hospitality, travel, and entertainment, for example, this presents possibilities for new forms of customer engagement. The companies could leverage RCS for more sophisticated product discovery experiences, abandoned cart retrieval journeys, appointment booking, loyalty engagement, and conversational shopping directly via the messaging interface.
The launch also emphasizes the importance of AI in orchestrating customer engagement. Visibility AI isn’t just sending messages automatically; it is making smart decisions on which channel would provide the best engagement and revenue opportunity for each customer. This ties into the overall shift towards AI-driven customer experiences that involve continuous optimization of timing, channel, and engagement by machine learning algorithms.
The emergence of AI-enabled messaging systems could be a driving factor for increased competition regarding omnichannel communication capabilities among martech solution providers and advertising platforms. Companies are becoming more interested in having one platform that will enable them to manage SMS, RCS, emails, push notifications, and conversation by AI in an integrated environment.
Such an approach is indicative of the intersection of messaging, commerce, and AI technology. It is evident that messaging apps are fast emerging as transaction channels where customers are allowed to browse for products, inquire about them, get personalized recommendations, and even complete their transactions without leaving the message thread. Personalization and optimization through AI technology may be a crucial part of such commerce strategies in the future.
However, the growth of AI-powered messaging technology has led to new concerns regarding issues such as privacy, trust of consumers, and messaging fatigue. In particular, businesses would have to walk the fine line between enhancing engagement through personalization and automating communication processes.
Ultimately, Attentive’s launch of Visibility AI reflects a broader transformation happening across digital marketing and customer engagement. Mobile messaging is evolving from a simple notification channel into an intelligent, AI-powered commerce and communication ecosystem. As RCS adoption accelerates globally, businesses that can combine rich messaging experiences with AI-driven optimization may gain significant advantages in customer engagement, retention, and revenue growth.