The research “The Voice of America: brand communication preferences, conducted by Infobip and Opinion Box, reveals that half of the surveyed Brazilians use chatbots to ask questions 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 out greater accuracy in information, and 33% using it for convenience. However, 45% of Brazilians are concerned about data security and privacy, 38% have noticed that AI still struggles to understand issues, 36% miss human contact, and 30% observe issues with the accuracy of responses.
“Artificial intelligence is an essential tool for scaling and personalizing customer service, but for customers to trust, companies need to adapt the tone of communication, making it more human, transparent, and respectful. Data security should be a priority, and companies need to invest in agile solutions that meet consumer expectations,” says Caio Borges, country manager at Infobip.
Regarding satisfaction with chatbots, 55% are satisfied, 20% are indifferent, and 25% are dissatisfied. As for personalization, 24% wish for AI to use information from previous purchases and searches to enhance interactions, 23% want chats with a more natural language, 22% expect the chatbot to adapt to the user’s style, and 21% note that it should remember basics like name and last interaction. Only 10% reject these personalizations.
Regarding digital channels, WhatsApp is the favorite of 70% of Brazilians for contacting 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 that the customer can be served wherever they prefer, smoothly and with quality at all touchpoints.
Another channel that is gaining momentum is RCS (Rich Communication Services), regarded as an evolution of SMS for allowing interactive features. According to the study, 69% of Brazilians have already received messages via RCS from companies, with 45% considering the interactivity useful and showing willingness to use this channel. For tracking deliveries, 48% point to RCS as relevant; 45% use it to schedule exams and appointments; and 39% for confirmation and check-in for flights and travel. Additionally, 54% state that RCS is a safer means for exchanging information.
“RCS is a technology that combines the simplicity of SMS with interactivity and security, providing a richer experience on mobile, something essential for companies looking to innovate in customer relationship,” Borges points out.
When it comes to using AI agents in daily life, 40% of Brazilians feel comfortable using the technology to create shopping lists, 39% for scheduling appointments, 38% for sending automatic messages or emails, and 33% for readjusting their schedules in the face of unexpected events. Brazil is the second country in the Americas that most uses AI for shopping, second only to Mexico.
Finally, the research indicates that, despite advances, Brazil has 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 their preferred channels to be 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 need to make significant progress in building more reliable and personalized digital relationships. Understanding consumer preferences and investing in channels that truly provide security and convenience are essential to increase customer adoption and loyalty in the use of artificial intelligence,” concludes.
