One of the most anticipated dates of the year is Consumer Day, celebrated on March 15, which falls on the third Saturday of the month. According to the Federation of Commerce of Goods, Services and Tourism of São Paulo (FecomercioSP), the recommendation for general commerce is that Consumer Week this year be held between March 9 and 15. The period is even called the Black Friday of the first semester, as many stores offer the opportunity for consumers to purchase products and services at a discount.
However, with the AI revolution combined with customer protagonism, it is increasingly common that customer service is one of the pillars of this date. Conversational commerce is essential for brands to capture customer attention, which is becoming increasingly difficult, in addition to serving them excellently through the tools that artificial intelligence offers. In other words, for this to happen, brands will have to raise the level of creativity and relevance to capture interest among competitors, integrating cutting-edge artificial intelligence into customer engagement strategy, creating conversations that strengthen a deep connection between them.
According to the Business Messaging and the Future of Customer Experience in Brazil report, produced by Gupshup in 2024, more than half (52.7%) of Brazilian respondents identify ‘the ability of both parties to listen to each other’ as the most important quality of a genuine conversation. This shows that the new era of AI seeks more real, empathetic, and human online relationships, like those consumers have with a trusted friend.
To learn more about how to use the adoption of Conversational AI on this Consumer Day to interact with customers, qualify leads, and optimize operational costs, check out the tips that Renata Martins, from Gupshup, has separated:
1. Focus on capturing your customer’s attention
In an increasingly competitive world, speaking to the consumer in a more precise and personalized manner is gaining strength. Capturing the customer’s attention is one of the main differentiators of a brand. For this, AI tools must understand the cues that make conversations more natural and engaging, as it is essential to strengthen this connection with your consumer. Additionally, effective communication is one of the key strategies to increase engagement.
With the vast amount of information available, it is necessary to use these technologies to better understand the consumer and personalize the user experience. Companies can use machine learning algorithms to identify consumer behavior patterns and offer content and products that are more relevant to them. Additionally, data analysis can help identify opportunities to improve the user experience and the offering of products and services.
2. Understand that every conversation matters
Conversations play a crucial role in business growth, as they build trust, break barriers, inspire new ideas, and drive innovation. To truly create a relevant conversation that arises from any interaction, the authenticity of the content becomes increasingly important to retain the consumer.
Companies should focus on producing genuine and personalized content. This can help build consumer trust in the brand and create a stronger emotional bond with them. At Gupshup, there is a focus on transforming the customer experience through meaningful dialogues. After all, every conversation matters!
The great learning from this is that the evolution of AI has become a fundamental tool for customer understanding. This enhances the role of the seller with assisted sales because, with unique, different, and consumer-focused content, the conversation plays a crucial role in discovering the interests of this still unknown customer.
3. Uses and abuses of assertive AI
Assertive AI is essential for creating personalized conversations, as it allows artificial intelligence systems to make autonomous decisions and adapt their responses with more context, naturalness, and relevance. One point that should be highlighted is that AI can learn from previous interactions, adjusting the tone, language, and themes based on the person’s preferences. This creates a more engaging and personalized experience.
Unlike traditional AIs that only respond based on a single input, an assertive AI can store relevant information and maintain context throughout the conversation, making the dialogue more fluid and coherent. It can make proactive decisions, suggesting relevant topics, adjusting the conversation style, or even anticipating user needs without them having to explicitly request. Personalized conversations require dynamic and adaptable responses, something that assertive AI can do better by recognizing patterns and emotions in communication.
That is, conversational AI makes interactions more realistic. For example, among our clients already using conversational AI are the Saudi automotive company Petromin, with a customer service solution via WhatsApp; the Brazilian fashion retailer Reserva, with an agent for product discovery and customer engagement; and an Indian spice brand, which created an agent that provides food recipes. They all use Conversational AI.
4. Avoid cart abandonment through WhatsApp
Finally, the goal is to understand how to convert that consumer who needs to create a connection to feel secure and make the purchase. Making e-commerce less impersonal through personalization is the significant paradigm shift brought by conversational AI. This climb, capable of making messaging channels more humanized, makes the cart abandonment journey as humanized as possible, closer to a real-time experience with a salesperson. This is only possible precisely by answering the questions that consumers asked when they put a product in the cart but did not buy it. With the arrival of conversational AI, it is easier to advance in this conversation until there is overflow, giving a little push to that indecisive consumer. Without a doubt, it is a very fertile territory to explore.
