If, in the past, automated service was viewed with some distrust—robots that didn’t understand questions or always gave the same answers—the scenario today is different. The evolution of artificial intelligence (AI), especially with the arrival of generative models, has opened new possibilities for interaction between brands and consumers. The next frontier now is the creation of multiple AI agents that operate together in an orchestrated manner, enhancing personalization, efficiency, and the scalability of customer service.
This new approach combines the best of both worlds: human intelligence applied to creating service strategies and flows, and AI’s nearly limitless ability to adapt, learn, and respond in a personalized way—all in real time.
“It’s a one-way street. Consumers no longer want to wait or be transferred from department to department. They want fast, accurate answers and, above all, to feel understood,” says Jenifer Ferraz, Head of Product and Business at Grupo IRRAH TECH, a company specialized in generative AI solutions for retail.
In practice, the big challenge for companies is moving away from the traditional model—where a single chatbot handles all types of demands—and adopting a more sophisticated approach with multiple specialized agents working together. It’s in this scenario that IRRAH TECH is betting on its flagship product: GPT Maker.
“Beyond automating responses, our proposal is to use artificial intelligence to create memorable brand experiences, where the customer feels heard, understood, and well taken care of—regardless of the channel or the stage of their journey.”
Jenifer explains that ‘the tool allows for the simple and intuitive creation of various assistants with distinct personalities, knowledge bases, and objectives. Each one can be trained for specific functions: an agent specialized in product inquiries, another dedicated to returns and exchanges, another focused on sales, one to assist with more complex issues like product setups or technical failures, and even an agent reflecting the brand’s voice to reinforce customer relationships.’
The professional also highlights that ‘GPT Maker ensures the customer doesn’t even realize they’re interacting with different AI agents. To them, the experience is seamless and personalized. Behind the scenes, each agent is ready to act exactly where it’s most efficient.’
Another key aspect of this technology is the integration between AI agents and human operators. ‘When a customer asks a more complex question or one requiring empathy, the system escalates to a human agent—without losing conversation context—ensuring a smooth transition,’ she explains.
“This hybrid model avoids the classic friction of having to repeat everything to a human agent from scratch. The history is there, the context is preserved. This increases customer satisfaction and reduces average handling time,” she says.
Moreover, GPT Maker enables businesses to scale their service without multiplying the number of human operators. AI handles most repetitive demands, freeing up human teams for more strategic and sensitive cases.
For Jenifer, the future of customer service inevitably lies in scalable personalization. ‘Consumers want to feel unique, but companies must achieve this in a viable and sustainable way. Generative AI, with multiple agents, is currently the most powerful technology to balance these two needs.’
“Beyond automating responses, our proposal is to use artificial intelligence to create memorable brand experiences, where the customer feels heard, understood, and well taken care of—regardless of the channel or the stage of their journey.”
And the numbers prove this need. According to Zendesk’s CX Trends 2024 Report, customer service personalization is a decisive factor in customer experience: 67% expect interactions to be personalized, while 59% want companies to use available data to deliver more tailored experiences. Additionally, 70% of consumers say they expect real-time support, and 64% expect it across all channels.
Furthermore, 57% of customer experience leaders believe generative AI will significantly impact chat support in the next two years, with 83% of companies already using this technology reporting a positive return on investment (ROI), according to a survey published by Forbes.
In Brazil, a study by ServiceNow found that 87% of consumers value good chatbot service, though 59% still prefer speaking with a human agent for more complex situations—reinforcing the technology’s importance.
Jenifer concludes: ‘Customer service is no longer just a cost. It is a strategic asset for relationship-building and value generation in business.’
