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How Rich Conversations are Reshaping Advertising and Brand Growth
This episode brings together Emerson Calegaretti, Google’s first employee in Latin America, and an expert in global advertising, agencies, and publisher ecosystems, and Dave Boddington, a leading innovator on rich, conversational messaging from a leading global Communications Platform, Infobip.
Together with Paul, they will explore practical tips for why and how brands are engaging customers using rich communications. As advertising costs rise, attribution efforts fail, and Return on Ad Spend plateaus across traditional channels, brands are increasingly looking beyond media buying toward owned, trusted, and conversational experiences that drive engagement and conversion.
This conversation connects Emerson’s deep understanding of the global advertising and agency landscape with Dave’s expertise in Rich Communication Services and conversational engagement.
The result is a forward looking discussion about how messaging channels such as RCS and WhatsApp are evolving into strategic customer experience platforms for the middle and lower stages of the funnel.
Key Themes
- Why is the US and Canada so far behind in adopting Rich Media strategies relative to the rest of the world
- How rising media costs and declining attribution metrics are forcing brands to rethink growth strategies
- Why conversational channels such as RCS and WhatsApp are emerging as trusted environments for interaction, conversion, and retention
- How companies, agencies and publishers are using rich communications as a way to differentiate customer engagement
- How customer data platforms and first party intelligence change the role of messaging across the customer journey
- Where messaging delivers the most value across the middle and later stages of the funnel
- What this shift means for future budget allocation between advertising, customer experience, and lifecycle engagement
- How advances in agentic AI and autonomous orchestration will further accelerate conversational engagement at scale
Key Takeaways
- Faceted search and landing pages aren’t enough, we need to show up on LLMs in order to be recommended using AEO
- Most websites are built with an inside-out mindset (company logic vs. user intent) and we need to expose Product Detail Pages in new ways
- Customers don’t think in filters, they prefer to just explain their needs, their context, and engage in conversations about what they are looking for
- AI and chat interfaces are shifting discovery toward intent-based interactions
- The future of search is fluid, conversational, and personalized
What We Discuss
The Limits of Faceted Search
Traditional filtering systems help users narrow options. They assume users know what they’re looking for and understand how products are categorized. That’s often not the case.
Inside-Out vs Outside-In Thinking
Many websites are built around internal logic: “Filter, filter, filter… here are size 9 leather shoes with a heel.” But users think more like: “I need comfortable shoes for a wedding.” There’s a clear disconnect between how companies organize and how customers think.
The Rise of Intent-Driven Experiences
Search is shifting toward natural language, conversational interfaces, and AI-driven recommendations. Instead of navigating, users express intent.
Conversations are the new interface
Conversational AI enables contextual understanding, real-time personalization, and smarter discovery. This moves digital experiences from static filtering to dynamic engagements.
Quotes:
- “We’re watching the economics of marketing break in real time.”— Paul Lima (00:00:43)
- “Brands are being pushed into a new reality where they can no longer rely on buying attention—they need to earn their relationships.”— Paul Lima (00:01:00)
- “In emerging markets, it’s not mobile first—it’s mobile only.”— Emerson Calegaretti (00:25:10)
- “The shift is from broadcasting messages to starting conversations—that’s the real transformation.”— Emerson Calegaretti (00:18:40)
- “Rich communication gives you the voice, but AI gives you the brain behind that voice.”— Dave Boddington (00:32:15)
- “The businesses that win won’t be the ones filling the top of the funnel—it’s those optimizing what happens after the click.”— Dave Boddington (00:40:05)
➡️ Check out our website
🎧 Follow our podcast
Share your feedback with us and follow us on social media:
📧 Email me at [email protected]
View all episodes
By Paul LimaThis episode brings together Emerson Calegaretti, Google’s first employee in Latin America, and an expert in global advertising, agencies, and publisher ecosystems, and Dave Boddington, a leading innovator on rich, conversational messaging from a leading global Communications Platform, Infobip.
Together with Paul, they will explore practical tips for why and how brands are engaging customers using rich communications. As advertising costs rise, attribution efforts fail, and Return on Ad Spend plateaus across traditional channels, brands are increasingly looking beyond media buying toward owned, trusted, and conversational experiences that drive engagement and conversion.
This conversation connects Emerson’s deep understanding of the global advertising and agency landscape with Dave’s expertise in Rich Communication Services and conversational engagement.
The result is a forward looking discussion about how messaging channels such as RCS and WhatsApp are evolving into strategic customer experience platforms for the middle and lower stages of the funnel.
Key Themes
- Why is the US and Canada so far behind in adopting Rich Media strategies relative to the rest of the world
- How rising media costs and declining attribution metrics are forcing brands to rethink growth strategies
- Why conversational channels such as RCS and WhatsApp are emerging as trusted environments for interaction, conversion, and retention
- How companies, agencies and publishers are using rich communications as a way to differentiate customer engagement
- How customer data platforms and first party intelligence change the role of messaging across the customer journey
- Where messaging delivers the most value across the middle and later stages of the funnel
- What this shift means for future budget allocation between advertising, customer experience, and lifecycle engagement
- How advances in agentic AI and autonomous orchestration will further accelerate conversational engagement at scale
Key Takeaways
- Faceted search and landing pages aren’t enough, we need to show up on LLMs in order to be recommended using AEO
- Most websites are built with an inside-out mindset (company logic vs. user intent) and we need to expose Product Detail Pages in new ways
- Customers don’t think in filters, they prefer to just explain their needs, their context, and engage in conversations about what they are looking for
- AI and chat interfaces are shifting discovery toward intent-based interactions
- The future of search is fluid, conversational, and personalized
What We Discuss
The Limits of Faceted Search
Traditional filtering systems help users narrow options. They assume users know what they’re looking for and understand how products are categorized. That’s often not the case.
Inside-Out vs Outside-In Thinking
Many websites are built around internal logic: “Filter, filter, filter… here are size 9 leather shoes with a heel.” But users think more like: “I need comfortable shoes for a wedding.” There’s a clear disconnect between how companies organize and how customers think.
The Rise of Intent-Driven Experiences
Search is shifting toward natural language, conversational interfaces, and AI-driven recommendations. Instead of navigating, users express intent.
Conversations are the new interface
Conversational AI enables contextual understanding, real-time personalization, and smarter discovery. This moves digital experiences from static filtering to dynamic engagements.
Quotes:
- “We’re watching the economics of marketing break in real time.”— Paul Lima (00:00:43)
- “Brands are being pushed into a new reality where they can no longer rely on buying attention—they need to earn their relationships.”— Paul Lima (00:01:00)
- “In emerging markets, it’s not mobile first—it’s mobile only.”— Emerson Calegaretti (00:25:10)
- “The shift is from broadcasting messages to starting conversations—that’s the real transformation.”— Emerson Calegaretti (00:18:40)
- “Rich communication gives you the voice, but AI gives you the brain behind that voice.”— Dave Boddington (00:32:15)
- “The businesses that win won’t be the ones filling the top of the funnel—it’s those optimizing what happens after the click.”— Dave Boddington (00:40:05)
➡️ Check out our website
🎧 Follow our podcast
Share your feedback with us and follow us on social media:
📧 Email me at [email protected]