In Conversation with Mila Budylo, CCO at BSG

If you’ve ever wondered how the future of customer communication is being shaped, look no further than Mila Budylo. With over 15 years of experience designing communication strategies, and now driving CPaaS innovation at BSG, Mila has seen firsthand how messaging has evolved from simple SMS blasts to rich, AI-powered conversations across channels like WhatsApp, RCS, Telegram, and beyond.

In this candid conversation, Mila shares why messaging remains the most intimate and powerful channel in a crowded digital world, how businesses can move from “automation” to true human–AI partnerships, and why thinking less about technology, and more about people is the key to future-proofing your customer experience.

From her leadership philosophy (openness + courage) to her playful takes in our rapid-fire round (including how she’d text an alien), Mila offers both strategic insight and a human touch. Whether you’re a marketer or technologist this interview will leave you rethinking what “engagement” really means in 2025 and beyond. Ready to dive in? Let’s get into her insights.

You’ve been shaping communication strategies for over 15 years, and now at BSG you’re driving CPaaS innovation. From your perspective, what’s the biggest change in how businesses want to talk to customers today, and what does that mean for the future of messaging?

The biggest shift I’ve seen is that businesses no longer want to just send SMS  - they want to engage customers in a way that feels natural. Personalized communication has become essential. 5 years ago it was enough to send a short text message. Today, customers expect to choose from multiple channels - whether it’s WhatsApp, RCS, Viber, Telegram, or traditional SMS.

And of course, AI has become the big buzzword. Every business wants to use it in their communication, even if they don’t always understand how it can truly help and what it is. What matters is the desire to stay modern.

Messaging has gone far beyond SMS into RCS, chat apps, and now conversational AI. From your perspective, what makes messaging such a powerful channel compared to all the noise in digital marketing?

Messaging is powerful because it’s direct and personal. Unlike most digital marketing, which often feels annoying, a message reaches people where their attention already is - on their phone. It’s an intimate channel: people usually read messages within minutes, and they rarely ignore them. That’s why I believe messaging remains the backbone of effective customer engagement.

Many companies still see “AI in communication” as just automation or cost-cutting. What do you think they’re missing about its potential to actually elevate customer conversations?

The real potential of AI is to make conversations better and easier, not just to make them cheaper. AI can analyze context, sentiment, and intent in real time - helping businesses respond in ways that are more relevant and personalized. 

At the same time, believing that AI is a magic pill for your business is a mistake. AI makes errors too often when people are excluded from the process, which is why it must be a true human–AI partnership. And when that partnership is in place, it can drive real success.

At BSG, you work on building omnichannel platforms. In practical terms, what does a truly “seamless” customer journey look like, and what are the common mistakes brands make when trying to deliver one?

A seamless customer journey means the client feels that everything happens in one flow. For example, they can start with a call with an AI assistant, continue via SMS, and then get support through WhatsApp. They don’t need to repeat their information or explain their needs again when chatting with the company representative.

The most common mistake brands make is thinking that “omnichannel” means using as many channels as possible. In reality, it’s not about the number of channels, but about how well they are connected. Another mistake is forgetting the basics: respecting the customer’s time and privacy. Without that, even the best communication strategy will fail.

A2P messaging is often discussed in technical terms, but at its heart, it’s about building trust and relationships at scale. How do you personally think about balancing efficiency with human connection?

For me, efficiency means making sure the message is delivered quickly, securely, and at the right time. But the real value lies in keeping it personal. Without that human touch, even the most efficient communication flow won’t build trust.

Bulk SMS still plays a massive role in customer communication, especially for critical use cases like 2FA and transactions. How do you see “old reliable” channels like SMS evolving alongside richer formats like RCS?

There are still around 20% of phones in the world that can’t support rich messaging - but they can always receive an SMS. And unlike RCS, WhatsApp, or Viber, SMS doesn’t require internet: it works almost anywhere, anytime. That’s why I believe SMS will remain strong for transactional use cases, while richer formats like RCS will grow in parallel for more engaging conversations.

For marketing leaders or decision-makers who want to future-proof their communication strategies, what’s one mindset shift or framework you’d recommend they adopt today?

I would say - stop thinking about channels, stop thinking about AI, and start thinking about people. Customers don’t care if it’s SMS, Telegram, or RCS - they just want fast, clear, and personal, human-like communication. If you put the customer first and connect the tools around them, your strategy will always be future-proof.

You were recognized as “Telecom & Tech Woman of the Year” in 2024, I’m li’l late but congratulations :) In your view, what leadership qualities are most critical today for driving innovation in such a fast-moving industry?

Thank you so much for the congratulations! I also want to take this opportunity to thank the BSG team, because no award would be possible without them. For me, the most important qualities today are openness and courage: being open to new ideas and people, and brave enough to take risks and make decisions quickly. I believe a good leader should inspire their team to try, learn, and keep moving forward.

Finally, if you imagine the messaging landscape in 2030, what do you hope customer communication looks like, and what role do you see companies like BSG playing in shaping that future?

By 2030, I hope customer communication will feel fully natural - like talking to a friend. It should be smart, fast, and personal, but also safe and trusted. Companies like BSG will play a role in making all the technology behind it invisible, so businesses can focus on people, and customers can just enjoy the conversation.

Rapid Replies:

If AI had a personality, would you want it as a stand-up comedian, therapist, or personal assistant?

Definitely a personal assistant - but with a sense of humor!

One buzzword in tech you’d happily ban forever?

“Seamless.” (yes, I said it 😅)

Coffee-fueled brainstorms or long quiet walks, which sparks your best ideas?

Driving alone in my Beetle somewhere in the mountains.

If you could auto-reply to every spam message with one line forever, what would it be?

Error 404

If you weren’t in telecom, what totally unexpected career would you be in?

I’d probably open a kiosk with the world’s tastiest hot dogs.🌭

First thing you’d text an alien if they landed on Earth?

“Welcome - don’t kill me! I’ll help deliver your message to the other humans.” 📱👽

(Thank you, Mila, for sharing your insights on the evolution of customer communication and the future of messaging. Your perspective on human–AI collaboration and omnichannel strategy offer valuable guidance for anyone navigating this fast-changing industry. We appreciate your time and thoughtful reflections on what it truly means to keep conversations personal in a digital world.)

BSG at a Glance:

BSG is an AI-powered Communication Platform as a Service (CPaaS) that helps businesses connect with customers across multiple channels through one unified platform. Its cloud-based solutions enable real-time, personalized engagement via AI Voice, Bulk SMS, Viber Bulk Messaging, and Rich Communication Services (RCS), supported by tools like Short URL, Callback Widget, and Number Verifier.

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