WhatsApp has ceased to be an exclusive channel for personal communication, becoming one of the most used platforms in the market to bring closer and improve communication with its customers. Riding on the wave of this 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 – as long as its process is properly structured and designed to bring this greater return on the investment made.
Meta imposes strict guidelines for business use of WhatsApp, which raises the challenge of maintaining assertive and relevant communication. Excessive messages or those outside the users’ profile may result in penalties. In this scenario, Generative AI stands out as a strategic ally, offering scalability and personalization by intelligently adapting campaign language. Estimates suggest that chatbots based on this technology could generate incremental revenue of $16.6 billion in 2025, potentially exceeding $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 rejections, increases engagement, and improves the quality of the data collected, 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 scaling potential but need to integrate AI into an omnichannel strategy that ensures smooth customer journeys, regardless of the channel.
There are no restrictions on its use regarding the size or business segment. However, there are three key factors that need to be considered to confirm whether this choice is indeed valid and worth investing in: the volume of interactions, if it has a significant amount that justifies the investment in this automation; the structure of corporate data, supported by measurement tools such as CRMs that bring these reliable and real-time assets; and a better understanding of your customer’s journey, understanding where Generative AI can enhance this experience and other aspects such as support, prospecting, or customer retention.
It is worth reinforcing that Generative AI is not a plug-and-play solution. Its effectiveness depends on a well-defined plan, with mapping of personas and a deep understanding of key moments in the journey. Defining the brand’s tone of voice and applying it to WhatsApp is also essential to maintain a consistent identity across all touchpoints.
Define your brand’s tone of voice and integrate these elements into WhatsApp, reinforcing your business’s identity in all communications. And for a successful integration of Generative AI in this channel, having the support of a specialized partner will enhance the security and performance of using this technology in the relationship between parties.
Artificial intelligence is alive, and the more it interacts, 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.
Finally, the success of Generative AI on WhatsApp depends not only on the connection between systems but 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 providing human assistance whenever necessary is what ensures that the customer receives the right message, on the right channel, at the right time.
