Marketing has always been a one-way street: brands spoke, consumers listened. But that has changed. Today, consumers want to converse—not be interrupted. This shift in behavior requires companies to rethink how they communicate. It is in this context that conversational marketing emerges: an approach centered on real-time, personalized, and scalable dialogues that connect brands and people with greater relevance.
The impact of this model is evident in the numbers. According to a study by Juniper Research released in July 2022, global spending on conversational commerce (c-commerce) is projected to grow nearly sevenfold, reaching approximately $290 billion by 2025.
According to McKinsey & Company’s “Next in Personalization 2021” report, 71% of consumers expect personalized interactions, and 76% feel frustrated when this doesn’t happen. Additionally, the same report indicates that companies adopting personalization strategies can achieve revenue increases of up to 40%.
Personalization, in fact, is one of the key differentiators of this approach. By leveraging data and artificial intelligence, companies can tailor their messages and offers to individual customer preferences, creating more relevant and efficient communication.
For example, Magazine Luiza, one of Brazil’s largest retailers, uses artificial intelligence in its virtual assistant, Lu, to provide personalized service via WhatsApp and other digital channels. The assistant answers questions, helps with product searches, recommends offers based on the customer’s purchase history, and even facilitates payments via chat. This model reduced response time and increased the conversion rate of customers interacting via chatbot, demonstrating how personalization and automation can drive results in retail. Meanwhile, Sephora’s chatbot recommends personalized beauty products based on customer preferences.
For Luan Mileski, Head of Product and Business at IRRAH TECH, the efficiency of this strategy goes far beyond quick responses. “I see the impact of a well-implemented approach daily. Talking to the customer isn’t just about responding quickly—it’s about understanding what they truly need. When a company listens intelligently, conversion happens naturally. Technology alone doesn’t sell. What sells is active listening, empowered by technology.”
Automation also brings scalability. With a structured system, companies can expand their service capacity without increasing operational costs. The “Next in Personalization 2021” report notes that 71% of consumers expect personalized experiences, clearly highlighting the demand for customized interactions.
And how can conversational marketing be integrated into retail? Efficient implementation of conversational marketing requires planning. Baleco highlights some key points:
Channel definition: WhatsApp Business, Facebook Messenger, Instagram Direct, and automated SMS are some of the most widely used tools for direct interactions with consumers.
Creating intuitive flows: Conversations should be natural and fluid, reflecting the language and needs of the target audience.
Clear objectives: Every interaction must align with the company’s commercial strategy, ensuring efficient service and a positive impact on sales.
Automation with personalization: AI can optimize processes, but maintaining a human touch is essential to creating more authentic connections.
Monitoring and improvements: Constant tracking of interactions allows for adjustments and refinements, ensuring the strategy remains efficient and relevant.
Combining artificial intelligence with human service not only makes companies more efficient—streamlining processes and reducing costs—but also enhances the customer experience. This integration ensures more personalized, effective, and humanized interactions, creating stronger and longer-lasting connections with consumers, guaranteeing a smoother and more satisfying experience throughout the entire purchasing journey,” concludes Baleco.
