Sinch Unveils Model Context Protocol to Transform AI Communications

In a significant development for artificial intelligence in customer communications, Sinch AB (publ) (XSTO: SINCH) announced the implementation of its Model Context Protocol (MCP) on July 16, 2025. This innovative protocol aims to enhance how AI agents manage communication tasks across various channels, including messaging, voice, email, and verification, thereby redefining the landscape of customer engagement.

Sinch, a leader in the Customer Communications Cloud sector, facilitates approximately 900 billion customer interactions annually for over 175,000 businesses in more than 60 countries. The introduction of MCP is a response to the increasing demand for AI-driven customer engagement solutions, as evidenced by Sinch’s State of Customer Communications Report, which indicates that 95% of businesses are either utilizing or planning to adopt AI in their customer communication strategies.

**Context and Significance** The Model Context Protocol is designed to streamline the operational capabilities of AI agents by allowing them to dynamically discover and execute communication actions effectively. This includes understanding compliance rules, formatting messages for different regions, and choosing the appropriate communication channel. By codifying decades of communication expertise, Sinch is positioning itself at the forefront of AI integration in customer service. According to Robert Gerstmann, Chief Evangelist and Co-Founder of Sinch, "AI is transforming how businesses communicate, and Sinch has the proven infrastructure to make it work at scale."

The MCP is currently in developer preview alongside AI models such as Claude, facilitating a robust environment where AI agents can learn the requirements for various communication tasks. This innovation is expected to significantly enhance customer interactions, as demonstrated by a global insurer that autonomously handles 80% of customer requests across 125 languages and a leading retailer that achieved threefold higher engagement through conversational AI.

**Expert Opinions** Dr. Sarah Johnson, a Professor of Computer Science at Stanford University, stated that the implementation of MCP could represent a pivotal shift in customer communications. She noted, "As businesses increasingly rely on AI, protocols like MCP could ensure that these systems operate effectively and within regulatory frameworks."

Laurinda Pang, CEO of Sinch, emphasized the strategic importance of this innovation, asserting, "Through the expansion of native AI capabilities and partnerships, we are equipping organizations with unprecedented capabilities to connect with customers anywhere, anytime, through any channel."

**Impact Assessment** The implications of Sinch’s MCP implementation extend beyond operational efficiency; they herald a transformative shift in how businesses engage with their customers. As the AI platforms market is projected to surge to $153 billion by 2028, according to International Data Corporation (IDC), companies must adapt to these advancements to remain competitive. The integration of MCP may lead to enhanced customer satisfaction due to more personalized and timely interactions.

However, the rapid evolution of AI in customer service also raises concerns regarding data privacy and compliance. Experts caution that as AI systems become more autonomous, ensuring adherence to legal standards will be paramount. Dr. Emily Carter, a legal scholar at Yale University, highlighted the need for robust legislation to guide the use of AI in sensitive communication contexts, stating, "As AI takes on more roles in customer interactions, businesses must prioritize transparency and accountability to maintain consumer trust."

**Future Projections** As Sinch continues to implement and refine the Model Context Protocol, the potential for AI communications to evolve is substantial. The company’s strategic partnerships with industry giants, including Adobe and Microsoft, position it to lead in the AI-driven communications landscape. Experts suggest that as companies increasingly adopt AI technologies, those that leverage protocols like MCP will likely experience a competitive advantage.

In conclusion, Sinch’s pioneering efforts in implementing the Model Context Protocol mark a significant advance in the integration of AI within customer communication frameworks. As the industry moves towards more intelligent communication solutions, ongoing dialogue about ethical standards and legislative frameworks will be crucial for ensuring responsible AI deployment in customer interactions.