The research “ The Voice of America: Preferences Regarding Brand Communication ,” conducted by Infobip and Opinion Box, reveals that half of the Brazilians surveyed use chatbots to ask questions about products and services, consolidating the use of artificial intelligence in customer service. However, Brazil still leads among Latin American countries in the index of distrust: only 36% trust the confidentiality of information shared with AI agents, while 29% do not trust them and 35% say they are indifferent.
The research also highlights that 74% of Brazilian respondents already use chatbots, virtual assistants, and autonomous systems to perform daily tasks, with 61% of those interviewed recognizing benefits such as quick responses, 35% pointing to greater accuracy in 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 with the accuracy of responses.
“Artificial intelligence is an essential tool for scaling and personalizing customer service, but for customers to trust it, companies need to adapt the tone of their communication, making it more human, transparent, and respectful. Data security should also be a priority, and companies need to invest in agile solutions that meet consumer expectations,” emphasizes Caio Borges, country manager of Infobip.
Regarding satisfaction with chatbots, 55% are satisfied, 20% are indifferent, and 25% are dissatisfied. As for personalization, 24% want AI to use information from previous 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% indicate that it should remember basic information such as name and last interaction. Only 10% reject these personalization options.
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 an omnichannel strategy is vital to ensure that the customer can be served wherever they prefer, with fluidity and quality at all points of contact.
Another channel gaining traction is RCS (Rich Communication Services), considered an evolution of SMS due to its interactive features. According to research, 69% of Brazilians have already received messages from companies via RCS, with 45% considering the interactivity useful and showing a willingness to use this channel. For tracking deliveries, 48% cite RCS as relevant; 45% use it to schedule exams and appointments; and 39% for flight and travel confirmation and check-in. Furthermore, 54% state that RCS is a safer way to exchange information.
“RCS is a technology that combines the simplicity of SMS with interactivity and security, offering a richer mobile experience, something essential for companies that want to innovate in their customer relationships,” points out Borges.
In the daily use of AI agents, 40% of Brazilians feel comfortable using the technology to create shopping lists, 39% to schedule appointments, 38% to send automated messages or emails, and 33% to rearrange their schedules in the face of unforeseen circumstances. Brazil is the second country in the Americas that uses AI the most for shopping, behind only Mexico.
Finally, the research indicates that, despite the advances, Brazil registers the lowest willingness to use AI agents in the future in Latin America, with 65% in favor, 16% against, and 19% indifferent. When asked about their 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. “This behavior reflects that companies still need to make significant progress in building more reliable and personalized digital relationships. Understanding consumer preferences and investing in channels that truly provide security and convenience is fundamental to increasing customer adoption and loyalty in the use of artificial intelligence,” he concludes.
