Sinch Research Reveals: Brazilians Trust AI Recommendations More Than the Global Average

Trust in Artificial Intelligence (AI) is already a determining factor for consumer engagement in interactions with brands. According to the new global survey by Sinch, a leader in omnichannel communication, 56.6% of Brazilians say they also trust product recommendations made by AI chatbots and real people 46%.

The data reveals that the Brazilian consumer is more open to integrating AI into their buying process, especially in messaging journeys that combine convenience, customization and agility.

Global trend: RCS grows and rich experiences gain ground

The survey, conducted with 3,180 people in countries such as Australia, Canada, France, Germany, India, Mexico, Spain, the United Kingdom, the USA and Brazil, shows that RCS (Rich Communication Services) advances by offering more visual and interactive experiences.

Features like images, action buttons, or product carousels make messaging more engaging and functional. Globally, 47% of consumers prefer rich messaging (with image, button, or link) over plain text & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & .

Brazil: warmer consumption and clear preference for WhatsApp

Brazil presents a particular scenario: 45.4% of consumers plan to spend more on year-end purchases compared to 2024 % OFF 31.5% in the world.

As for preparing for promotions, 43.7% of Brazilians and 37.3% of global consumers are already paying attention to offers a month before Black Friday.

In the country, WhatsApp is the favorite channel to receive promotions during the BFCM, cited by 60% of respondents. Already the RCS is still in the early stages of adoption. Trust, speed of response and the feeling of proximity make WhatsApp the most effective channel to engage Brazilian consumers.

Customer experience: tracking and automation are top priority

During the shopping season, 83.8% of Brazilians and 61.6% of global consumers value messages with shipping and tracking updates.

Chatbots play a central role:

Order status (shipping, delivery, location): 60.8% in Brazil and 52.9% globally.

Product information before purchase: 51.5% in Brazil and 43.5% worldwide.

Visual impact and personalization in the purchasing process

In Brazil, 71% of consumers say that images increase interest in an offer 47% globally. This reinforces that the visual aspect has greater weight in local conversion.

The challenge for brands

The research reinforces that companies need to align channel, moment and format to maximize results. While in the global scenario RCS is consolidated as a bet for richer experiences, in Brazil the great potential is in the advanced use of WhatsApp, combining image, customization, direct CTA and intelligent automation.

“The future of communication in retail goes through the rich and interactive messaging, where each message is a shopping experience in itself. Brands that know how to explore this territory with intelligence and empathy will come out ahead during the BFCM & BEYOND”, highlights Mario Marchetti, Managing Director Latin America, Sinch in Brazil.