50% of Brazilians Use Chatbots for Inquiries, Yet Lead in AI Distrust in Latin America, Survey Reveals

The research "The Voice of America: Preferences on Brand Communication", conducted by Infobip and Opinion Box, reveals that half of the surveyed Brazilians use chatbots to clarify doubts about products and services, consolidating the use of artificial intelligence in customer service. However, Brazil still leads among Latin American countries in the distrust index: only 36% trust the confidentiality of information shared with AI agents, while 29% do not trust, and 35% report being indifferent.

The research also highlights that 74% of Brazilian respondents already use chatbots, virtual assistants, and autonomous systems to perform daily tasks, with 61% of respondents recognizing benefits such as quick responses, 35% pointing to greater information accuracy, and 33% using them for convenience. However, 45% of Brazilians are concerned about data security and privacy, 38% have noticed that AI still struggles to understand problems, 36% miss human contact, and 30% observe issues in the accuracy of responses.

“Artificial intelligence is an essential tool for scaling and personalizing customer service, but for customers to trust, companies need to adapt the tone of communication, making it more human, transparent, and respectful. Data security must be a priority, and companies need to invest in agile solutions that keep up with consumer expectations,” emphasizes Caio Borges, country manager of Infobip.

Regarding satisfaction with chatbots, 55% are satisfied, 20% are indifferent, and 25% are dissatisfied. As for personalization, 24% wish for AI to use information from previous purchases and searches to improve interactions, 23% want chats with more natural language, 22% expect the chatbot to adapt to the user's style, and 21% point out that it should remember basic details, such as name and last interaction. Only 10% reject these personalizations.

Regarding digital channels, WhatsApp is the favorite of 70% of Brazilians for contacting companies, followed by websites (46%), where chatbots still have a strong presence, and social media like Instagram and Facebook (20%). Caio Borges emphasizes that the omnichannel strategy is vital to ensure that customers can be served where they prefer, with smoothness and quality at all points of contact.

Another channel gaining traction is RCS (Rich Communication Services), treated as an evolution of SMS for enabling interactive features. According to the research, 69% of Brazilians have already received messages via RCS from companies, with 45% considering the interactivity useful and expressing willingness to use this channel. For delivery tracking, 48% find RCS relevant; 45% use it to schedule exams and appointments; and 39% for flight and travel confirmation and check-in. Additionally, 54% state that RCS is a more secure means for exchanging information.

“RCS is a technology that combines the simplicity of SMS with interactivity and security, offering a richer experience on mobile phones, which is essential for companies that want to innovate in customer relationships,” points out Borges.

In the use of AI agents in daily life, 40% of Brazilians feel comfortable using the technology to create shopping lists, 39% for making appointments, 38% for sending automatic messages or emails, and 33% for reorganizing schedules in the face of unforeseen events. Brazil is the second country in the Americas that uses AI the most for shopping, behind only Mexico.

Finally, the research indicates that, despite advancements, Brazil records the lowest willingness to use AI agents in the future in Latin America, with 65% in favor, 16% opposed, and 19% indifferent. When asked about their preferred channels for being contacted by companies, 75% choose WhatsApp, 44% email, 21% social media, 17% SMS, 14% chatbots, and only 5% RCS. “This behavior reflects that companies still have much progress to make in building more trustworthy and personalized digital relationships. Understanding consumer preferences and investing in channels that truly bring security and convenience is fundamental to increasing customer adoption and loyalty in the use of artificial intelligence,” he concludes.