Super-trends 2026–2027 that are already here
UniTalk’s strategy and vision based on client requests and Data
Why do old methods no longer work effectively?
If you’re still sending the same SMS message to your entire database hoping for a 10% conversion rate — we have news for you: in marketing, that’s a thing of the past. At best, you can expect a CTR of around ~2%.
At UniTalk, we’ve analyzed terabytes of data and client requests over the last two years. The conclusion is clear: the global communications market is changing rapidly, and the Ukrainian market is moving faster than ever in the last decade.
Businesses that continue to “shoot in the dark” with generic advertising messages risk disappearing from their customers’ radars by 2027. We’re not trying to scare you. On the contrary, we want to show you real paths for growth. The future belongs not to those who send the most, but to those who send the smartest.
Here is our vision of the technologies changing the game right now and shaping the market through 2027.
1. AI as a marketing assistant: from hype to profit
AI in messaging isn’t just about generating funny pictures or poems. It’s about money. We are seeing a shift from classic A/B testing to the era of A/AI testing.
A. Generative AI: the end of “Dear customer” templates
Before:
A marketer writes one text — “10% discount on everything” — and sends it to 10,000 numbers.
Now with AI:
You connect an LLM (like GPT-4) via your CRM API. The system analyzes customer data and generates 10,000 unique messages.
For example:
- Anna, this jacket would perfectly match those blue jeans. Here’s a 10% discount.
These personalized offers are sent through the UniTalk platform. The result is hyper-personalization that boosts conversion significantly.
B. Sentiment analysis: automatic emotion filter
Managers shouldn’t waste time reading every reply. At UniTalk, this is already automated:
- Customer writes: “Stop messaging me” → AI recognizes the negative sentiment and automatically adds them to the stop-list.
- Customer writes: “What’s the price?” → AI marks it as a “hot lead” and instantly notifies a manager.
Less manual work — faster reaction — higher sales chances.
C. Look-alike segmentation in messaging
AI analyzes the behavior of your VIP customers and finds similar patterns among your “dormant” database.
You don’t wake everyone up; you only target those potentially ready to buy.
2. RCS — the revolution everyone missed. Apple fixed the situation
For years, RCS (Rich Communication Services) was called the “SMS killer,” but it lacked mass adoption because iPhones didn’t support it.
That changed in 2024 with iOS 18. The barrier between Android and iOS has finally crumbled.
SMS vs RCS: what’s the difference?
- SMS: Text only, no branding, suspicious links.
- RCS: A full app-like experience. Product carousels, videos, and “Buy” or “Book” buttons directly within the standard messaging app.
Our forecast: by 2027, RCS will be available across all devices and operators in Ukraine. It’s a high-potential direction for business communication.
3. Omnichannel 3.0 and smart routing
Blasting messages across all channels (Viber + SMS + Email) is expensive and annoys customers. The future lies in “smart cascades.”
The system analyzes each user’s history to decide where it’s cheapest and most effective to reach them.
Case study:
Oleg never opens Viber but reads SMS within 3 minutes. The next campaign goes straight to his SMS, skipping the costly Viber attempt.
Result:
Budget savings of up to 30% by eliminating “dead” attempts.
4. Eco-fintech and the era of superApp
At UniTalk, we believe in merging fintech with environmental responsibility (ESG). Messengers are evolving into SuperApps: paying bills, transferring money, and buying products — all within the chat.
The eco-trend:
Fading paper receipts are becoming obsolete.
Digital receipts via Viber or SMS are becoming the standard. It’s convenient, secure, and eco-friendly.
Brands that say, “We don’t print kilometers of receipts — we save trees,” win loyalty, especially among Gen Z.
Conclusion
Technology shouldn’t be intimidating; it should work for your business. While some fear AI or iOS changes, UniTalk clients are already testing and implementing these tools.
The future is already in your smartphone.
