WhatsApp has ceased to be an exclusive channel for personal communication, becoming one of the most widely used platforms on the market for improving and enhancing communication with customers. Riding this wave of popularity, the incorporation of Generative AI into this messaging system has already proven to be highly capable of increasing the effectiveness of this relationship through more personalized and enriched content – provided that its process is properly structured and designed to deliver a greater return on investment.
Meta imposes strict guidelines for the business use of WhatsApp, which raises the challenge of maintaining assertive and relevant communication. Excessive messages or messages outside the users' profile can result in penalties. In this scenario, Generative AI stands out as a strategic ally, offering scalability and personalization by intelligently adapting the language of campaigns. Estimates indicate that chatbots based on this technology could generate incremental revenue of US$16.6 billion in 2025, potentially exceeding US$45 billion by 2030.
By intelligently personalizing messages and avoiding generic approaches, Generative AI contributes to more relevant communication that respects the user's personal space. This reduces rejection, increases engagement, and improves the quality of collected data, strengthening the brand's reputation on the channel.
The level of complexity for implementation varies depending on the size and structure of the company. Small businesses may face technical and operational barriers, while large companies have greater scalability potential but need to integrate AI into an omnichannel strategy that ensures fluidity in the customer journey, regardless of the channel.
There are no restrictions on its use regarding the size or segment of the business. However, there are three key factors that need to be considered in order to confirm whether this choice is, in fact, valid and beneficial to invest in: the volume of interactions, whether it has a significant quantity that justifies the investment in this automation; the structuring of corporate data, supported by measurement tools such as CRMs that provide these assets reliably and in real time; and a better understanding of your customer journey, understanding where Generative AI can improve this experience and other aspects such as support, prospecting or customer retention.
It's important to emphasize that Generative AI is not a plug-and-play solution. Its effectiveness depends on well-defined planning, including persona mapping and a deep understanding of key moments in the customer journey. Defining the brand's tone of voice and applying it on WhatsApp is also essential to maintain a consistent identity across all touchpoints.
Define your brand's tone of voice and incorporate these elements into WhatsApp, reinforcing your business identity in all communication. And, for effective integration of Generative AI into this channel, having the support of a specialized partner will enhance the security and performance of using this technology in the relationship between the parties.
Artificial intelligence is dynamic, and the more it is interacted with, the greater its continuous learning will be. Therefore, it must be constantly monitored, refined based on identified opportunities, and adjusted based on real data collected through measurement tools such as CRMs and ERPs.
Ultimately, the success of Generative AI on WhatsApp depends not only on the connection between systems, but also on strategic continuity. Investing, with the support of experts, in an approach with intelligent fallback – activating alternative channels when the message is not delivered – and offering human support whenever necessary, is what ensures that the customer receives the right message, on the right channel, at the right time.
