The beginning of 2025 is marked by growing expectations around generative artificial intelligence (GenAI) and its potential innovations in customer service and sales. The technology, which excels in creating content from existing data, promises to solidify itself as one of the pillars of solution development that prioritizes hyper-personalization in consumer relationships. One of the largest global retail events, NRF, recently highlighted how GenAI is central to customer retention and acquisition strategies, emphasizing its role in transforming the shopping experience.
More than just a trend, the tool’s potential goes beyond innovation. Its adoption across different sectors raises questions about how corporations can manage their data more strategically. For generative AI to deliver significant results — both in terms of return on investment (ROI) and improved customer experience — companies must adopt efficient and secure data management that enables effective use of this information.
GenAI is designed to generate original and innovative content, such as texts, images, videos, and music. This makes it a powerful tool not only for predictive analytics and process automation but also for creating more dynamic and personalized customer service solutions. This technology has been increasingly applied to automate and streamline data management processes, according to the research “Trend Monitor, Analysis, Data, and BI for 2025,” sponsored by Denodo and conducted by BARC (Business Application Research Centre) – a software market analysis firm specializing in areas like data management and business intelligence.
Among the key insights from the study, some advantages of GenAI stand out:
- Code generation: it can automate tasks, such as SQL queries and data pipeline scripts, reducing developers’ workload and accelerating the implementation of new systems;
- User interaction: the automated generation of insights and visualizations makes data more accessible through natural language interfaces, improving user experience;
- Data engineering: AI can assist in data cleaning and organization, as well as creating synthetic data for testing and training, which is essential for companies handling confidential information;
- Advanced analytics: GenAI supports predictive analytics, anomaly detection, and generates real-time recommendations, directly impacting areas like supply chain management and operational efficiency.
These advancements require companies to carefully integrate GenAI into their business strategies, ensuring its implementation in data and analysis processes is effective and secure.
Denodo, for example, has excelled in integrating “large language models” (LLMs) with its platform, aiming to facilitate the creation of new corporate GenAI applications, meeting strict security and privacy requirements. “This approach enables developers to use AI-based agents to simplify the creation and optimization of solutions—but it all starts with a solid data foundation—data first, AI later,” explains Guilherme Duarte, Technical Director of the company.
At the heart of the strategy, on a global scale
A July 2024 Gartner survey of 258 global procurement leaders revealed that 72% are prioritizing GenAI integration in their strategies. This demonstrates growing awareness of the technology’s potential to enhance business efficiency and effectiveness. The report also highlights that by 2027, 40% of customer service inquiries will be resolved by GenAI tools, with solutions like ChatGPT, Google AI Overviews, and Apple Intelligence standing out for their convenience and availability—something traditional service channels cannot offer.
In the financial sector, GenAI has quickly emerged as a strategic ally. According to the “Global Outlook for Banking and Financial Markets 2024” study published by IBM, 86% of global banking institutions are already developing or preparing to operate with generative AI. In Latin America, priorities include using GenAI for customer engagement, operational security, marketing, human resources, and IT development.
The success of generative AI in customer service is therefore intrinsically linked to efficient and secure data management. “Companies that strategically integrate this technology with a well-built data foundation will not only achieve better financial results but also the ability to radically transform the consumer experience. In an increasingly personalized world, GenAI is undoubtedly one of the greatest advancements we are witnessing in the digital journey,” concludes Guilherme Duarte.
