You may not realize it, but the way companies communicate with you has changed—and significantly. From “Hello, how can I help you?” to “Is everything alright with your order from yesterday?”, personalization in digital service has gone from being a courtesy to a survival necessity in retail.
According to Gartner, by the end of 2025, 80% of all interactions between brands and customers will be fully personalized. This explains why, in Brazil, 70% of online stores already use artificial intelligence to deliver a smoother, more precise, and closer shopping experience. The data comes from the CX Trends 2025 report, which also shows how much this matters: 68% of Brazilian consumers say they only shop where they feel truly understood.
“Personalization is no longer a differentiator. It’s a customer requirement. And even with AI, the human touch is still decisive,” says Alberto Filho, CEO of Poli Digital, a company specialized in service channel automation. For him, combining technology and empathy is the key to loyalty: “Chatbots streamline simple tasks. But only people understand people.”
Poli Digital’s strategy, for example, combines hybrid service, continuous monitoring of the consumer journey, and reputation management. And the data shows this pays off: a McKinsey study indicates that businesses focused on hyper-personalization already see revenue jumps of 10% to 15%.
But it’s not just about communicating well—it’s about selling better. An Ecglobal survey shows that 86% of consumers shop online at least once a month, and 79% value convenience, while 78% choose stores with a wider variety of options. In other words, experience is also practicality.
“Tools like virtual fitting rooms, catalog shopping, and centralized payments make a difference. They reduce friction and increase conversion,” explains Alberto.
Another resource gaining traction is automated satisfaction surveys via chatbot. Sent immediately after digital channel service, these interactions allow identifying critical points in real time and promoting operational adjustments quickly, without impacting the service flow. “This approach provides valuable inputs for more precise decision-making in the continuous improvement of the customer experience, with efficiency and scalability.”
Poli’s CEO warns that companies neglecting this factor risk losing the customer even before the first ‘good morning.’ “In a scenario where user experience determines brand loyalty, every touchpoint—including the first greeting—must be carefully planned to deliver immediate value.”
