A few years ago, when we talked about AI, the main focus was how to use it to robotize and automate many corporate tasks, such as customer service. Today, the scenario is different: not just valuing the incorporation of this technology, but also bringing a more humanized side that improves the connection with people and enhances their satisfaction and loyalty to the brand. But how can we generate behavior in a technology that is inherently human? Through many points of attention rooted in empathy, sensitivity, and transparency with the customer.
According to data released by HiverHQ, companies that adopt AI-driven personalized communication can see a 30% increase in customer retention rates—and there’s no shortage of arguments to justify this. Modern consumers no longer want to interact with cold, robotic, and impersonal technology because they know how these resources can contribute to a much more personalized and tailored service that meets their needs.
Their expectation now is to have more meaningful interactions that promote a more human experience, which can bring enormous benefits to both sides. Their satisfaction with the brand will certainly improve, making them feel more understood and valued, with even greater chances of becoming loyal to the business due to a much more positive emotional connection. For companies, besides having higher customer retention—making them less likely to seek competitors—they can also improve their market image by addressing this latent demand and trend among consumers.
Internally, this strategy will also bring greater operational efficiency and cost reduction, freeing human agents to solve more complex problems. Additionally, it allows the collection of more valuable insights about the behavior and expectations of their target audience, enabling continuous improvement of their strategies for sustained growth in their segment.
Seeing these benefits excites every entrepreneur, but achieving them isn’t that simple. The lack of structured planning for this strategy can turn AI into a trap in customer service rather than a valuable resource, failing to achieve true humanization that meets customer needs and understands their emotions. Without proper care in bringing the brand’s identity and tone to this technology, its authenticity and reliability in the market can be severely undermined.
Overcoming internal technological limitations is also a common challenge faced by many companies, as the success of AI humanization involves aspects like the complexity of human language and cultural context—something even more complex in the vast territoriality of our country, with so many cultures and accents. Not to mention data security and privacy, since AI processes sensitive information that needs technological safeguards.
The costs involved in all this are usually high, depending on the complexity of the designed project. Therefore, for companies to successfully humanize this technology and reap the highlighted advantages, it’s first necessary to understand the levels of humanization that can be incorporated into AI and customer service, which will guide the next steps in this direction.
These levels include language and tone of voice (from serious to friendly, depending on the brand’s profile), personalization (adapting interactions based on captured history and AI learning), emotional intelligence (recognizing and appropriately responding to user emotions, detecting frustration, impatience, irritation, or happiness, for example), transparency (explaining the reasoning behind each response to build trust and connection with the customer), and prioritizing human-centered design—making it intuitive and considering people’s needs and limitations.
All the levels above must be considered when following this strategy, using customer data to personalize AI while always prioritizing empathy in reading emotions, transparency in responses, creating easy-to-follow flows, and, above all, constantly monitoring all actions—identifying necessary adjustments and frequent improvements to ensure the technology’s good performance.
Don’t implement this humanization all at once across the entire company. Identify the areas or activities where this strategy is most urgent and will have the most significant impact, making sense to adopt it first. This will be extremely favorable for scaling this technology while maintaining quality, operational efficiency, and personalization on a large scale.
We are facing a trend that is increasingly taking over the market, where robotic automation no longer makes sense for consumer needs. Their expectations about how they are served will only grow, and now more than ever, it’s necessary to combine the best of AI with our human side, leveraging a tool that will optimize this task into a much more personalized and enriched experience for each customer.
