Artificial intelligence will not steal your job, but it may steal your connection with the customer if used incorrectly. This is the warning gaining strength in 2025, in the face of a scenario where unchecked automation threatens the most important link in business: human relationships.
According to Gartner’s strategic trends report, AI remains at the center of digital transformations, but companies that want to stay relevant must rethink its application. More than efficiency, the market demands responsible, contextualized, and purposeful intelligence.
For Fabrício Fonseca, a software engineering and digital transformation expert and CTO of ChatGuru, the key lies in the balance between automation and empathy. ‘There’s a huge difference between automating and dehumanizing. Customers still want to be heard, welcomed, and understood. AI can and should help with this, but with well-defined limits,’ he states.
Fabrício points out that one of the main pitfalls of generative AI is falling into generic personalization. ‘It’s no use using cutting-edge technology if the service sounds the same for everyone. The value lies in adapting AI to the company’s tone and culture, and this care is a priority in ChatGuru’s projects, which serves over 5,000 companies with solutions integrated into WhatsApp Business,’ he explains.
According to him, governance is also a critical point. ‘Generative AI cannot be a black box. Those operating it need to understand how decisions are made, where the data comes from, and the impacts this has on the customer experience,’ emphasizes the expert.
For experts, the future of artificial intelligence in business will not be defined by who automates the most, but by who automates better—those who can scale processes without losing authenticity, care, and public trust. ‘As Gartner itself points out, this will only be possible for companies willing to go beyond trends, building a future where technology truly improves people’s lives,’ concludes Fonseca.
