Artificial intelligence will not steal your job, but it can steal your connection with the customer, if used the wrong way. This is the alert that gains strength in 2025, in the face of a scenario where rampant automation threatens the most important link in business: the human relationship.
According to Gartner's strategic trends report, AI remains at the heart of digital transformations, but companies that want to stay relevant have to rethink their application.More than efficiency, the market requires responsible, contextualized and purposeful intelligence.
For Fabricio Fonseca, a specialist in software engineering and digital transformation, and CTO of ChatGuru, the key is in the balance between automation and empathy. “There is a huge difference between automating and dehumanizing. The customer still wants to be heard, welcomed and understood. AI can, and should, help in this, but with well-defined limits”, he says.
Fabricio highlights that one of the main pitfalls of generative AI is to fall into generic customization. “It is no use using cutting-edge technology if the service sounds the same to everyone. The value is in adapting AI to the tone of voice and the company culture, and this care is a priority in the projects of ChatGuru, which serves more than 5 thousand companies with solutions integrated with WhatsApp Business”, he explains.
According to him, governance is also a critical point. “IA generativa cannot be a black box. Who operates needs to understand how decisions are made, where data comes from and what the impacts of this on the customer experience”, reinforces the expert.
For experts, the future of artificial intelligence in companies will not be defined by those who automate more, but by those who automate better, that is, who can scale processes without losing the authenticity, care and trust of the public. “As Gartner points out, this will only be possible for companies willing to go beyond fashion, building a future in which technology really improves the lives of people”, concludes Fonseca.
