You may not realize it, but how companies talk to you has changed—a lot. From ‘Hello, how can I help you?’ to ‘Is everything okay with your order from yesterday?,’ personalization in digital service is no longer a nicety but a matter of survival in retail.
According to Gartner, by the end of 2025, 80% of all interactions between brands and customers will be fully personalized. This explains why, in Brazil, 70% of online stores already use artificial intelligence to deliver a smoother, more accurate, and personalized shopping experience. The finding is from the CX Trends 2025 report, which also highlights how much this matters: 68% of Brazilian consumers say they only buy from brands that truly understand them.
“Personalization is no longer a differentiator—it’s a customer expectation. And even with AI, the human touch is still decisive,” says Alberto Filho, CEO of Poli Digital, a company specializing in customer service channel automation. To him, combining technology and empathy is the key to loyalty: ‘Chatbots speed up simple tasks, but only people understand people.’
Poli Digital’s strategy, for example, combines hybrid customer service, continuous monitoring of the consumer journey, and reputation management. And the data shows it pays off: a McKinsey study indicates that businesses focused on hyper-personalization already see revenue jumps of 10% to 15%.
But this isn’t just about good communication—it’s about selling better. An Ecglobal survey shows that 86% of consumers shop online at least once a month, with 79% prioritizing convenience while 78% choose stores with a wider variety of options. In short, experience is practical, too.
“Tools like virtual fitting rooms, catalog shopping, and centralized payments make a difference. They reduce friction and boost conversion,” explains Alberto.
Another feature gaining traction is automated satisfaction surveys via chatbot. Sent immediately after digital service interactions, they allow companies to identify critical issues in real time and make operational adjustments swiftly, without disrupting workflow. ‘This approach provides valuable input for more precise decision-making in continuous customer experience improvement, with efficiency and scalability.’
Poli’s CEO warns that companies neglecting this factor risk losing customers even before the first ‘good morning.’ ‘In a scenario where user experience builds brand loyalty, every touchpoint—including the first greeting—must be carefully designed to deliver immediate value.’
