The research “The Voice of America: Preferences on Brand Communication“, conducted by Infobip and Opinion Box, reveals that half of the surveyed Brazilians use chatbots to clarify doubts about products and services, consolidating the use of artificial intelligence in customer service. However, Brazil still leads among Latin American countries in distrust: only 36% trust the confidentiality of information shared with AI agents, while 29% do not trust and 35% are indifferent.
The research also highlights that 74% of Brazilian respondents already use chatbots, virtual assistants, and autonomous systems to perform daily tasks, with 61% of respondents recognizing benefits such as quick responses, 35% pointing to greater accuracy in information, and 33% using them for convenience. However, 45% of Brazilians are concerned about data security and privacy, 38% noticed that AI still struggles to understand problems, 36% miss human contact, and 30% observe issues in response accuracy.
“Artificial intelligence is an essential tool for scaling and personalizing customer service, but for customers to trust it, companies need to adapt their communication tone, making it more human, transparent, and respectful. Data security must be a priority, and companies must invest in agile solutions that meet consumer expectations,” emphasizes Caio Borges, country manager at Infobip.
Regarding satisfaction with chatbots, 55% are satisfied, 20% are indifferent, and 25% are dissatisfied. As for personalization, 24% want AI to use information from past purchases and searches to improve interactions, 23% want chats with more natural language, 22% expect chatbots to adapt to the user’s style, and 21% point out that it should remember basics like name and last interaction. Only 10% reject these personalizations.
Regarding digital channels, WhatsApp is the favorite for 70% of Brazilians to contact companies, followed by websites (46%), where chatbots still have a strong presence, and social media like Instagram and Facebook (20%). Caio Borges emphasizes that an omnichannel strategy is vital to ensure customers can be served where they prefer, with fluidity and quality across all touchpoints.
Another channel gaining traction is RCS (Rich Communication Services), seen as an evolution of SMS for enabling interactive features. According to the research, 69% of Brazilians have received RCS messages from companies, with 45% finding the interactivity useful and expressing willingness to use this channel. For delivery tracking, 48% consider RCS relevant; 45% use it to schedule appointments; and 39% for flight and travel confirmations and check-ins. Additionally, 54% state that RCS is a more secure medium for exchanging information.
“RCS is a technology that combines the simplicity of SMS with interactivity and security, offering a richer mobile experience, something essential for companies looking to innovate in customer relationships,” notes Borges.
Regarding the use of AI agents in daily life, 40% of Brazilians feel comfortable using the technology to create shopping lists, 39% for scheduling, 38% for sending automated messages or emails, and 33% for reorganizing schedules in the face of unforeseen events. Brazil is the second country in the Americas that uses AI the most for shopping, behind only Mexico.
Finally, the research points out that, despite advancements, Brazil shows the lowest willingness to use AI agents in the future in Latin America, with 65% in favor, 16% opposed, and 19% indifferent. When asked about preferred channels for being contacted by companies, 75% choose WhatsApp, 44% email, 21% social media, 17% SMS, 14% chatbots, and only 5% RCS. “This behavior reflects that companies still have much to advance in building more trustworthy and personalized digital relationships. Understanding consumer preferences and investing in channels that truly bring security and convenience is key to increasing adoption and customer loyalty in AI usage,” concludes.
