If in the past automated customer service was viewed with some distrust — 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 arrival of generative models, has opened new possibilities for interaction between brands and consumers. The next frontier now is the creation of multiple AI agents, working together in an orchestrated manner, enhancing personalization, efficiency, and the scalability of customer service.
This new approach combines the best of both worlds: human intelligence applied to creating service strategies and workflows and AI’s nearly unlimited ability to adapt, learn, and respond in a personalized way—all in real time.
“There’s no turning back. Consumers no longer want to wait or be transferred from department to department. They want quick, accurate answers and, most importantly, they want to feel understood,” says Jenifer Ferraz, Head of Product and Business at Grupo IRRAH TECH, specializing in generative AI solutions for retail.
In practice, the major challenge for companies is to move away from the traditional model, with a single chatbot trying to handle all types of requests, and adopt a more sophisticated approach, with multiple specialized agents working in tandem. This is the scenario where IRRAH TECH bets on its flagship product: GPT Maker.
“More than automating responses, our goal is to use artificial intelligence to create memorable brand experiences, where the customer feels heard, understood, and well-served, regardless of the channel or stage of their journey.”
Jenifer explains that “the tool allows you to easily and intuitively create multiple assistants with different personalities, knowledge, and objectives. Each can be trained for specific functions: one agent specialized in product inquiries, another dedicated to return and exchange processes, another focused on sales, one that assists with more complex issues like product setup or technical failures, and even an agent with the brand’s tone of voice to strengthen the relationship.”
The professional also highlights that “GPT Maker ensures the customer doesn’t even realize they’re interacting with different AIs. For them, the experience is fluid and personalized. Behind the scenes, each agent is ready to act exactly where it’s most efficient.”
Another key aspect of this technology is the integration between AI agents and human service representatives. “When a customer asks a more complex or empathy-driven question, the system triggers an operator without losing the conversation’s context, ensuring a smooth transition,” she explains.
“This hybrid model avoids the classic friction of having to repeat everything to a human agent. The history is there, the context is preserved. This increases customer satisfaction and reduces average service time,” she says.
Moreover, GPT Maker enables companies to scale their customer service without multiplying the number of human agents. The AI handles most repetitive demands, freeing up human teams for more strategic and sensitive cases.
For Jenifer, the future of customer service inevitably involves personalization at scale. “Consumers want to feel unique, but companies must make this viable and sustainable. Generative AI, with multiple agents, is now the most powerful technology to balance these two needs.”
“More than automating responses, our goal is to use artificial intelligence to create memorable brand experiences, where the customer feels heard, understood, and well-served, regardless of the channel or stage of their journey.”
The numbers confirm this need. According to the Zendesk CX Trends 2024 Report, customer service personalization is a decisive factor in the customer experience: 67% expect interactions to be personalized, while 59% want companies to use available data to offer more personalized experiences. Additionally, 70% of consumers expect real-time customer support, and 64% expect it across all channels.
Moreover, 57% of customer experience leaders believe generative AI will significantly impact chat-based support in the next two years, with 83% of companies already using this technology reporting positive ROI, according to research published by Forbes.
In Brazil, a ServiceNow study shows that 87% of consumers value good chatbot service, though 59% still prefer talking to a human agent for more complex situations, reinforcing the importance of the technology.
Jenifer concludes: “Customer service is no longer just a cost. It’s a strategic asset for relationship-building and value creation in the business.”
