AI, intelligent messaging and security redefine the customer experience in Brazil, points out Sinch

Sinch, a global leader in messaging and digital communications, assesses that artificial intelligence is accelerating a profound change in the way Brazilian companies relate to their customers. The combination of AI, digital messaging and information security has been establishing a new standard of customer experience based on customization at scale, operational efficiency and trust.

Recent research indicates a relevant evolution in the perception of consumers in relation to service and communication of brands, with a greater sense of individual recognition and more contextualized interactions. This movement reflects the advancement of the use of artificial intelligence in the customer experience, especially in digital and conversational channels.

At the same time, the advancement of AI intensifies discussions about trust and responsible data usage. Consumers show increasing caution in relation to their own personal information and expect companies that use technologies such as generative AI and intelligent agents to act responsibly, ethics and transparency throughout the journey.

Transparency over the use of AI agents becomes a central factor in the customer experience. According to Salesforce, consumers 72% consider it important to know if they are interacting with an artificial intelligence agent, especially as these solutions come to play a more active role in service and communication with brands.

The acceptance of AI agents varies depending on the type of interaction. Also according to Salesforce, 46% of business buyers claim that they would work with an AI agent to get faster service, while customers' 38% feel comfortable with creating personalized content by smart agents. On the other hand, only 17% are comfortable with AI agents making financial decisions on their behalf, indicating clear limits on the performance of technology in the customer experience.

For Mario Marchetti, director general of Sinch in Latin America, the companies' challenge is not only in the adoption of technology, but in the way it is applied to the relationship with the customer.

“ Artificial intelligence allows you to scale personalization and make communication much more relevant, but it only generates real value when it comes with transparency, security and respect for the consumer. As AI agents begin to interact directly with people, building trust becomes as important as technology itself,” he says.

In this scenario, Sinch notes that conversational channels such as SMS, WhatsApp, RCS and automated notifications are consolidated as strategic contact points between brands and consumers, especially when integrated with AI solutions capable of interpreting context and intention in real time, with governance and security.

For Sinch, the future of the customer experience will be increasingly conversational, personalized and trust-oriented, with intelligent messaging acting as a central link between technology, data and human relationship.