Consumer behavior is undergoing rapid transformation. While free shipping and good prices were once the main attractions, today, hyper-personalization and artificial intelligence (AI) influence 6 out of every 10 purchase decisions for products or services, according to CX Trends 2025, conducted by Octadesk, a customer service platform from LWSA, in partnership with Opinion Box.
The tenth edition of the research reveals that, in the last 12 months, 68% of consumers highlighted personalized service as a decision factor, while 50% reported having experienced AI while shopping—an 8 percentage point increase compared to 2024. Additionally, 35% of respondents stated they had experienced personalized recommendations through AI in their product purchases or service contracts.
The importance of personalization and AI in consumption
Hyper-personalization occurs when companies use advanced artificial intelligence to deeply understand customers, analyzing data such as purchase history and real-time behavior. In e-commerce, for example, it enables precise recommendations, anticipates needs, and delivers proactive support, creating experiences aligned with customer expectations and strengthening their relationship with the brand.
“Today’s consumers seek more than quality or efficiency; they want an experience that understands and connects with their needs. Technology should be used as an ally to enhance human service, not replace it. This combination is what creates an experience that truly makes a difference for the customer and, moreover, presents an opportunity for revenue growth for businesses,” says Rodrigo Ricco, Founder and General Director of Octadesk.
Hybrid consumers and decision criteria
The study confirms the hybrid behavior of Brazilian consumers: 77% made purchases both online and in physical stores in the last 12 months. Among the factors most influencing where to shop are free shipping (62%), product or service quality (56%), and low prices (53%). The main shopping channels include online stores (68%), marketplaces (66%), and physical stores (64%). Platforms such as WhatsApp (30%) and Instagram (28%) also appear, highlighting the growing relevance of social media in the decision-making process.
Technology as an ally for automated service
Although the use of AI and chatbots is expanding, the study indicates that consumers still prefer human interaction. Among those who have used chatbots, 36% rated the experience as negative, another 36% as neutral, and only 20% as positive. For 54% of consumers, the best automated service is one that complements human work, offering a balance between technology and personal interaction,” comments Ricco. According to participants, automated services should offer solutions compatible with the problem (43%), be straightforward (33%), and guarantee speed (27%).
“The data highlights the need for careful and personalized implementation of these technologies to ensure a satisfactory experience. Additionally, it is essential to have a team constantly monitoring the performance of chatbots, making necessary adjustments to provide a better user experience,” says Ricco.
Areas of concern and opportunities for brands
The study revealed that negative experiences are related to service failures. Among the cited issues are products or services below expected quality (26%), delayed (24%) or unfulfilled deliveries (21%), misleading advertising (24%), service problems (20%), and lack of response to complaints and requests (18%).
Consumers expect brands to take clear actions to improve their experiences, such as resolving issues quickly (37%), expanding shipping options (37%), offering discounts on future purchases (33%), and reducing delivery time (32%). “Brazilian consumers are telling us what they want. Based on this information, it’s necessary to stand out, not just in what you sell, but also in how you sell and serve. Consumers expect quick responses, practical solutions, and service that understands their needs,” concludes Ricco.
CX Trends 2025 was conducted by Octadesk in partnership with Opinion Box, supported by Vindi, Locaweb, Moskit, Bling, and KingHost, and surveyed over 2,000 online consumers aged 16 and above from all regions of Brazil and across all social classes. The research has a margin of error of 2.2 percentage points. To access the full report,click here.
