Consumer Day, celebrated annually on March 15, is marked by numerous promotional campaigns carried out by companies. However, these campaigns are not limited to a single day and can extend until the end of the month. The period is even referred to as the ‘Black Friday of the first half of the year,’ as many stores offer discounts on products and services to consumers.
A survey conducted by Reclame AQUI, a Brazilian consumer complaint platform, found that 51.2% of respondents prefer paying more for a product as long as the buying process is satisfactory. The AI revolution, combined with the growing importance of customer-centric approaches, has made conversational commerce one of the key pillars for brands to capture customer attention. To achieve this, brands are increasing their creativity and relevance to engage customers, integrating cutting-edge artificial intelligence into engagement strategies to foster meaningful conversations and build deeper connections.
According to the report ‘Business Messaging and the Future of Customer Experience in Brazil,’ produced by Gupshup in 2024, more than half (52.7%) of Brazilian respondents identified ‘the ability of both parties to listen to each other’ as the most important quality of a genuine conversation. This shows that the new era of AI seeks more real, empathetic, and human-like online relationships—akin to those consumers have with a trusted friend.
To deepen understanding of Conversational AI adoption in customer interactions, qualify leads, and optimize operational costs, Renata Martins, Customer Success Manager at Gupshup, shares some insights.
- Focus on capturing your customer’s attention
Communicating with consumers in a more precise and personalized way is gaining momentum, and winning customer attention is one of a brand’s key differentiators. For this, AI tools should understand the signals that make conversations more natural and engaging, as this is essential for strengthening customer connections. Effective communication is a fundamental strategy for increasing engagement.
With the high volume of available information, new technologies must be used to understand customers and personalize their experience. Companies can leverage machine learning algorithms to identify customer behavior patterns and offer what is most relevant to them.
- Remember that every conversation matters
Conversations play a crucial role in business growth, as they build trust, break barriers, inspire new ideas, and drive innovation. To create truly relevant conversations, content authenticity must become increasingly important in retaining customers.
Companies should focus on producing genuine and personalized content. This can help forge a stronger emotional bond with customers. At Gupshup, the principle is to transform the customer experience through meaningful dialogues. After all, every conversation matters!
- Leverage agentic AI to the fullest
Agentic AI is essential for creating personalized conversations, as it enables AI systems to make autonomous decisions and adapt responses with greater context, naturalness, and relevance. One key highlight is that AI can learn from previous interactions and adjust tone, language, and topics based on individual preferences.
Unlike traditional AIs that respond based solely on a single input, agentic AI can store relevant information and maintain context throughout a conversation, making dialogue more fluid and coherent. It can make proactive decisions, suggest relevant topics, adjust conversation style, or even anticipate user needs without explicit requests. Personalized conversations demand dynamic and adaptable responses, something agentic AI excels at by recognizing communication patterns and emotions.
Among Gupshup’s clients already using agentic AI are Saudi auto company Petromin, with a WhatsApp-based customer service solution; Brazilian fashion retailer Reserva, with an agent for product discovery and customer engagement; and an Indian spice brand that created an AI agent providing cooking recipes.
- Reduce cart abandonment via WhatsApp
It’s crucial to understand how to instill trust in customers so they feel secure enough to complete their purchase. Making e-commerce less impersonal through personalization is the major paradigm shift brought by agentic AI.
This evolution, capable of humanizing messaging channels, makes the cart abandonment process feel more personal—closer to an in-the-moment experience with a salesperson. This is achieved by addressing the questions customers had when they added a product to their cart but didn’t complete the purchase. With agentic AI, it becomes easier to advance these conversations toward conversion, giving that undecided consumer a helpful ‘nudge.’ Undoubtedly, this is fertile ground for exploration.
