A New Chapter in AI-Powered Business Communications
By Brent Barbara, March 2025
After two decades in cloud communications, I found myself at a crossroads. Having worked with multiple Communications Service Providers (CSPs), I began questioning the future of an industry that had been my professional home for so long.
I’ve always been drawn to disruptive technology, but commoditization was taking over, particularly in the UCaaS (Unified Communications as a Service) space, and the industry was becoming stagnant. Should I continue down the same path or pivot toward something new? After deep reflection, the answer became clear—AI is the ultimate disrupter, and I wanted to be at the forefront of this transformation.
I chose to partner with my friend and former colleague Amanda Hughes as a communications technology advisor. Amanda has always shared my passion for innovation, and her vision for using AI to revolutionize business communications aligns perfectly with my own.
A Crossroads in Cloud Communications
Businesses no longer value or utilize the business phone the way they once did. Since COVID and the resulting proliferation of remote/hybrid work, many firms simply let employees use their personal cell phones, making corporate phone systems obsolete. Many new employees are not even provided a business phone, only given a Teams, Zoom or Slack licence, and are told to use their personal devices for calls.
Video conferencing became the standard and conversations were increasingly scheduled. The number of phone calls we make continues to decline and we are reluctant to pick up a call from an unknown number. Meanwhile, mobile carriers implemented 10DLC (which affected business text messaging) making it harder for businesses to leverage person-to-person SMS effectively. Innovation seemed to have stalled, and the industry was locked in a race to the bottom, based almost exclusively on price.
Our industry’s only opportunity for innovation revolved around the Contact Center and building a better customer experience, but we were not making real progress. The excitement that had once drawn me to cloud communications was fading, and I started questioning whether this space was still the right fit for me.
The Rise of AI in Business Communications—and My Renewed Excitement
Then, everything changed.
With the launch of ChatGPT in 2022, AI entered the mainstream, and communications technology was suddenly being redefined. Since then, AI-powered communication solutions are evolving at an astonishing pace. For a techie like me, it was a thrilling time to be alive, and looking for a change.
AI does not provide incremental improvements—it represents a complete shift in how businesses can sell, service customers, and solve problems. AI is now reshaping customer interactions, automating workflows, and unlocking insights from vast amounts of customer data. Businesses who adopt AI can achieve a positive ROI in months, not years, and we are just getting started with outlining the art of the possible.
I realized I didn’t need to leave my industry—I just needed to embrace the new frontier within it. My expertise in cloud communications, combined with AI’s new capabilities, could drive real business transformation. This is where I could make the greatest impact.
Why Amanda and Clearest Blue
Amanda has been an industry leader for years, and I’ve always admired her ability to anticipate where technology is headed. And Clearest Blue’s customer-centric approach to business communications is exactly the environment in which I thrive.
Together, we’re bringing AI-powered solutions to businesses that are ready to evolve and thrive in this new landscape. Now, as a vendor-neutral advisor, I’m helping companies navigate the complexities of AI-driven communications. I’m leveraging my industry relationships to connect businesses with best-in-class solutions that drive measurable results—whether that means improving customer engagement, automating repetitive tasks, or enabling more personalized interactions.
Looking Ahead: The Best Is Yet to Come
The opportunity to work alongside Amanda and shepherd businesses through this transformation is truly energizing. My personal and professional network have proven to be eager to understand how AI will shape the future, and I’m excited to be a trusted guide on this journey.
The potential to unlock new efficiencies, reduce costs, and create entirely new customer experiences with AI is limitless. I believe the best is yet to come, and I’m more excited about the future of business communications than ever before.
This partnership marks the beginning of a new chapter—one where AI drives the next wave of innovation in business communications—and Amanda and I help clients harness its power. This is exactly where I’m meant to be.