Are we ready for the new era of interaction
The transition from traditional communication to instant interaction marks a shift in consumer and brand expectations in the new era of interaction.
By: Janeth Rodríguez, VP of Revenue for LATAM at Infobip.
The era of communication has ended.
Perhaps the vast majority have not yet realized this, but the concept of sending a message and waiting for a response is now a thing of the past. Today, we find ourselves immersed in the era of interaction.We no longer communicate in a linear fashion; instead, it is bidirectional. We demand a dynamic, diverse, versatile, real-time response, instantly, at a speed and level of precision that only technology has been able to provide.
The Shift Towards Interaction
This is a new step in the communication principle we have been experiencing for decades, where technology has become a bridge that shortens distances.
For mediums such as television or radio, it is no longer sufficient to merely broadcast messages to receivers; they must also provide real-time participation spaces, becoming receivers themselves. Even phone calls are unable to meet the demand for speed and versatility to which we have grown accustomed.
The Demand for Immediacy
Due to the speed and high analytical capacity of the technologies that support the communication channels we use most (social media, chats, messaging apps), we have come to expect a more dynamic response from the other side, one that almost faithfully mirrors what we do when conversing face-to-face with another person. We demand interaction across all channels and to be creators of conversation.
It may seem paradoxical that it is technology enabling the interactions we have through so many channels at our disposal to come so close to what interacting with another person, live and in person, would entail.
But it is the reality. We have elevated our communication expectations, shortening time and space to the maximum, while surpassing the quality of responses we seek.
The Impact on Brands
This is an inevitable shift more tied to the new social functioning than to simple marketing laws. We are seekers of immediacy in our daily lives. We expect instant responses not only from brands but also in our personal relationships.
The “seen” notifications in chats cause anxiety, the lack of a response within seconds frustrates us, and conversation has become a constant reflection of stimulus and reaction.
Younger generations, raised in hyperconnectivity, have shaped a culture where digital silence feels like an uncomfortable void.
This is where brands and companies have had to adapt to this new reality, where simply sending messages is no longer enough: they must be ready to engage in conversations.
Artificial intelligence and automation have been key in this transition, but their success does not lie in technical efficiency; rather, it is in their ability to replicate human language, interpret emotions, and provide contextual and empathetic responses.
Today, we no longer ask whether a company has a communication channel, but how fast and fluid its response capability is. Interaction is the new standard for user experience.
And this transformation is not just technological: it is a reflection of human behavior in the digital age. We have built a circle that shapes the way we interact in a future that is already the present.
Will we have to start calling media “interaction media”?
It’s not such a distant idea.
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