The research “The Voice of America: preferences regarding brand communication, conducted by Infobip and Opinion Box, reveals that half of the Brazilian respondents interviewed use chatbots to clear up 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 it and 35% say they are indifferent.
The survey 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 accuracy of information, and 33% using them for convenience. However, 45% of Brazilians are concerned about data security and privacy, 38% noted that AI still has difficulty understanding problems, 36% miss human contact, and 30% observe problems in the accuracy of the responses.
"Artificial intelligence is an essential tool to scale and personalize 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," says Caio Borges, Infobip's country manager.
Regarding satisfaction with chatbots, 55% are satisfied, 20% are indifferent, and 25% are dissatisfied. Regarding personalization, 24% want AI to use information from past 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 the basics, such as the user's name and the 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 networks such as Instagram and Facebook (20%). Caio Borges emphasizes that the omnichannel strategy is vital to ensure that the customer can be served wherever they prefer, with fluidity and quality across all touchpoints.
Another channel that has been gaining momentum is RCS (Rich Communication Services), treated as an evolution of SMS by enabling interactive features. According to the survey, 69% of Brazilians have already received messages via RCS from companies, with 45% considering that interactivity is useful and indicating a willingness to use this channel. For delivery tracking, 48% regard RCS as relevant; 45% use it to schedule exams and appointments; and 39% for flight and travel confirmations and check-ins. In addition, 54% state that RCS is a safer means for exchanging information.
"RCS is a technology that combines the simplicity of SMS with interactivity and security, offering a richer experience on mobile, something essential for companies that want to innovate in their relationship with the customer," Borges notes.
In the day-to-day use of AI agents, 40% of Brazilians feel comfortable using the technology to create shopping lists, 39% to schedule appointments, 38% to send automatic messages or emails, and 33% to rearrange their schedule in the face of unforeseen events. Brazil is the second country in the Americas that uses AI the most to make purchases, behind only Mexico.
Finally, the research points out that, despite the advances, 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 the preferred channels for being contacted by companies, 75% opt for WhatsApp, 44% for email, 21% for social media, 17% for SMS, 14% for chatbots, and only 5% for RCS. “Esse comportamento reflete que as empresas ainda precisam avançar muito na construção de relacionamentos digitais mais confiáveis e personalizados. Entender as preferências dos consumidores e investir em canais que realmente tragam segurança e praticidade é fundamental para ampliar a adesão e fidelidade dos clientes no uso da inteligência artificial”, finaliza.
