Twilio expert points out how AI agents will transform customer service in the years to come

The customer experience (or CX) has always been one of the main focuses of any successful global business. That's because they understand what the customer is, and should always be the focus of any company. The existence of all types of business depends on your customers. It is not surprising that finding ways to make this experience better and more unique was Twilio's mission, not only developing, but also allying itself with the most innovative technologies capable of transforming the market by putting the customer at the heart of the business. That's why the company is so excited about the arrival of AI agents. 

Both large technology companies and world governments have announced government packages to encourage development that together add up to trillions of dollars in artificial intelligence investments for 2025 and the next few years, according to corporate balance sheets and recently released investment plans. Within these investments, the development, integration and adoption of AI agents (Agentic AI) should be the best next step within the perspectives of customer-centric companies, according to Vivian Jones, VP Latam at Twilio.

For the specialist, this technology is a natural evolution of what companies have been trying to do with chatbots, URAs and several other communication tools for years, in addition to being the next step of generative AI in the world. Despite this, there are still those who do not know this novelty there is a background.

“Imagine interacting with a brand through any service channel available and having a fluid conversation, without the need to choose menu options, with an AI that responds to you generatively, with a real dialogue, that knows your complete history, which can suggest several solutions, since it is versed in all the company's details, which customizes its service according to your preferences, which is available and that helps you even when you choose to speak with a human agent, who will be equipped with knowledge and agility in accessing the data, as you will have AI as a support. This can help you understand how AI agents will change everything when we talk about CX,” comments Jones, “it is worth noting that these types of experiences are only possible if the business has the necessary contextual data.”

AI agents represent the newest evolutionary level of process automation, and can be used in different contexts. They are basically autonomous generative AIs. That is, in addition to their responsiveness based on LLM, they carry a proactive problem solving feature. “To make this more playful, think about the fully integrated personal assistants able to solve any problem we see in movies, series books and video games,” explains Jones, “this is one of those moments when fiction becomes reality.”

Within the context of marketing, advertising, customer service and CX, they allow:

• the highest level of personalization, as they can interact in a unique way with a consumer;
• Allows you to optimize campaigns with real-time budget adjustments and targeting;
• are not limited to expected questions and answers, such as chatbots; 
• They can carry out actions proactively and creatively to win and retain customers, with knowledge of context and preferences; 
• resolve the issue of large amounts of disordered data and from different sources;
• They can suggest strategies based on large volumes of data, at scale; and much more.

For the specialist, the technology will allow human CX agents to have a powerful ally when it comes to dialogue with a customer, understanding contexts, suggesting solutions, products and even learning from the behavior of each consumer's preferences. “It is still necessary to invest in this type of solution to make it increasingly powerful, but there are already fully capable market solutions that tend to gain more and more functionality and reach more and more new levels”, he explains.

Of course, there are still challenges to be overcome, but most issues are already considered by companies today and are addressed with increasingly complex developments that ensure that these AI agents operate within ethical and legal limits, protect the privacy of customer data, are integrated with different technology stacks, create protocols that avoid hallucinations and even train professionals to make the most of this tool.

“ The learning ability of AI agents allows a constant and rapid evolution of technology and this is very interesting in the context of CX, because the CX dialogue can come from different channels, has long history, carries tension when dealing with a problem, they demand personalization when we talk about a sale, etc. These are complex scenarios, but they still need to be fully satisfactory for customers”, comments Jones.

Finally, the specialist emphasizes that companies that are customer-centric will not be able to ignore this evolution, as the next step in the customer relationship undoubtedly involves the support provided by AI agents.