If, in the past, automated customer service was viewed with some skepticism—robots that didn’t understand questions or always gave the same answers—the scenario today is different. The evolution of artificial intelligence (AI), especially with the advent of generative models, has opened up new possibilities for interaction between brands and consumers. The next frontier now is the creation of multiple AI agents that operate together in an orchestrated manner, enhancing personalization, efficiency, and scalability of services.
This new approach combines the best of both worlds: human intelligence applied in the creation of strategies and service flows, and the almost unlimited ability of AI to adapt, learn, and respond in a personalized manner, all in real-time.
“It’s a one-way street. The consumer no longer wants to wait, nor be transferred from one department to another. They want quick, accurate answers, and above all, they want to be understood,” says Jenifer Ferraz, Head of Product and Business at IRRAH TECH Group, specializing in generative AI solutions for retail.
In practice, the big challenge for companies is to move away from the traditional model, with a single chatbot trying to handle all types of demands, and move towards a more sophisticated logic, with multiple expert agents working together. It is in this scenario that IRRAH TECH invests in its main product: the GPT Maker.
“More than just automating responses, our proposal is to use artificial intelligence to create memorable brand experiences, where the customer feels heard, understood, and well-assisted, regardless of the channel or stage of the journey.”
Jenifer explains that “the tool allows for creating, in a simple and intuitive way, various assistants with different personalities, knowledge, and goals. Each one can be trained for specific functions: an expert agent for product inquiries, another dedicated to exchange and return processes, another focused on sales, one that helps with more complex issues like product configuration or technical failures, and even an agent with the brand’s voice tone to reinforce the relationship”.
The professional also emphasizes that “GPT Maker allows the customer not to even realize they are interacting with different intelligences. For them, the experience is fluid and personalized. Behind the scenes, each agent is prepared to act exactly where it is most efficient.”
Another key point of this technology is the integration between AI agents and human attendants. “When a client asks a more complex question or one that requires empathy, the system involves an operator, but without losing the conversation’s context, ensuring a smooth transition”, she explains.
“This hybrid model avoids that classic friction of having to repeat everything again to the human attendant. The history is there, the context is preserved. This increases customer satisfaction and reduces average handling time”, she says.
Furthermore, GPT Maker allows companies to scale their customer service without needing to increase the number of operators. The AI absorbs a large part of repetitive demands, freeing up human teams for more strategic and sensitive cases.
For Jenifer, the future of customer service necessarily involves personalized scaling. “Customers want to feel unique, but companies need to do it in a viable and sustainable way. Generative AI, with multiple agents, is currently the most powerful technology to balance these two needs”.
“More than automating responses, our proposal is to use artificial intelligence to create memorable brand experiences, where the customer feels heard, understood, and well-assisted, regardless of the channel or moment of the journey.”
And the numbers confirm this need. According to the Zendesk CX Trends 2024 Report, personalized service is a decisive factor in customer experience: 67% expect interactions to be personalized, while 59% want companies to use available data to offer more personalized experiences. In addition, 70% of consumers expect companies to provide real-time support, and 64% expect this to happen on all channels.
Furthermore, 57% of customer experience leaders believe that generative AI will have a significant impact on chat support in the next two years, with 83% of companies already using this technology reporting a positive return on investment (ROI), according to research published by Forbes.
In Brazil, a ServiceNow study indicates that 87% of consumers value good chatbot service, although 59% still prefer to speak with a human agent in more complex situations, reinforcing the importance of technology.
Jenifer concludes: “Customer service is no longer a cost. It is a strategic asset for building relationships and generating value for the business.”
