In the past, automated customer service was viewed with some skepticism—robots that didn’t understand questions or always provided the same answers. Today, the scenario is different. The evolution of artificial intelligence (AI), especially with the advent of generative models, has opened new possibilities for interaction between brands and consumers. The next frontier now is the creation of multiple AI agents that work together in an orchestrated manner, enhancing personalization, efficiency, and the scale of customer service.
This new approach combines the best of both worlds: human intelligence applied in creating strategies and service workflows, and AI’s nearly limitless ability to adapt, learn, and respond in a personalized way—all in real time.
“There’s no turning back. Consumers don’t want to wait anymore or be transferred from one department to another. They want quick, accurate answers, and most importantly, they want to feel 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 moving away from the traditional model—a single chatbot trying to handle all types of requests—to a more sophisticated approach, with multiple expert agents working together. This is where IRRAH TECH bets on its flagship product: GPT Maker.
“More than automating responses, our proposal is to use artificial intelligence to create memorable brand experiences, where customers feel heard, understood, and well-assisted, regardless of the channel or stage of their journey.”
Jenifer explains that ‘the tool allows for the simple and intuitive creation of multiple assistants, each with distinct personalities, knowledge, and objectives. Each one can be trained for specific functions: one agent specializing in product inquiries, another dedicated to returns and exchanges, another focused on sales, one to assist 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.’
She also highlights that ‘GPT Maker ensures customers don’t even realize they’re interacting with different intelligences. For them, the experience is seamless and personalized. Behind the scenes, each agent is ready to act exactly where they’re most efficient.’
Another key aspect of this technology is the integration between AI agents and human representatives. ‘When a customer asks a more complex or empathy-driven question, the system routes it to 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 handling time,’ she says.
Furthermore, GPT Maker allows companies to scale their support without multiplying the number of operators. AI handles most repetitive requests, freeing 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 need to make this feasible and sustainable. Generative AI, with multiple agents, is now 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 customers feel heard, understood, and well-assisted, regardless of the channel or stage of their journey.”
The numbers confirm this need. According to Zendesk’s 2024 CX Trends Report, customer service personalization is a decisive factor in customer experience: 67% expect interactions to be personalized, while 59% want companies to leverage available data for more tailored experiences. Additionally, 70% of consumers expect real-time support, and 64% expect it across all channels.
Moreover, 57% of customer experience leaders believe generative AI will significantly impact chat support in the next two years, with 83% of companies already using the technology reporting a positive return on investment (ROI), according to a Forbes-published study.
In Brazil, a ServiceNow study reveals that 87% of consumers value good chatbot service, though 59% still prefer speaking with a human agent for more complex situations—underscoring the technology’s importance.
Jenifer concludes: ‘Customer service is no longer just a cost. It’s a strategic asset for building relationships and generating business value.’
