One of the most anticipated dates of the year is Consumer Day, celebrated on March 15th, which falls on the third Saturday of the month. According to the Federation of Commerce of Goods, Services, and Tourism of São Paulo (FecomercioSP), the recommendation for general commerce is that Consumer Week this year be held from March 9 to 15. The period is also called the Black Friday of the first semester, since many stores offer consumers the opportunity to purchase products and services at discounts.
However, with the AI revolution combined with customer protagonism, it is increasingly common for customer service to be one of the pillars of this date. Conversational commerce is essential for brands to capture customer attention, which is increasingly difficult, as well as to serve them with excellence through the tools offered by artificial intelligence. In other words, for this to happen, brands will need to elevate their level of creativity and relevance to capture interest amidst the competition, integrating cutting-edge artificial intelligence into their customer engagement strategy, creating conversations that strengthen a deep connection between them.
According to the Business Messaging and the Future of Customer Experience in Brazil report, produced by Gupshup in 2024, more than half (52.7%) of Brazilian respondents identify "the ability of both parties to listen to each other" as the most important quality of a genuine conversation. This shows that the new era of AI seeks more genuine, empathetic, and human online relationships, like those consumers have with a trusted friend.
To learn more about how to use Conversational AI adoption this Consumer Day to interact with customers, qualify leads and optimize operational costs, check out the tips that Renata Martins, from Gupshup, has put together:
1. Focus on your customer’s attention
In an increasingly competitive world, speaking to the consumer in a more precise and personalized way is gaining more and more strength, and capturing the customer's attention is one of a brand's main differentiators. For this, AI tools must understand the signals that make conversations more natural and engaging, as it is essential to strengthen this connection with your consumer.Furthermore, effective communication is one of the key strategies to increase engagement.
With the large volume of available information, it is necessary to use these technologies to better understand the consumer and personalize the user experience. Companies can use machine learning algorithms to identify consumer behavior patterns and offer content and products that are more relevant to them. Furthermore, data analysis can help identify opportunities to improve the user experience and the offering of products and services.
2. Know that every conversation matters
Conversations play a crucial role in business growth, as they build trust, break down barriers, inspire new ideas, and drive innovation. To truly create a conversation that is relevant and arises from any interaction, the authenticity of the content becomes increasingly important to retain the consumer.
Companies should focus on producing genuine and personalized content. This can help build consumer trust in the brand and create a stronger emotional bond with them.At Gupshup, there is the principle of transforming the customer experience through meaningful dialogues. After all, every conversation matters!
The great lesson from this is that the evolution of AI has become a fundamental tool for understanding the customer. This increases the role of the salesperson with assisted sales because, with exclusive, different content focused on the consumer's experience, the conversation plays a crucial role in discovering the interests of this still unknown customer.
3. Uses and abuses of agentive AI
Agentic AI is essential for creating personalized conversations, as it allows artificial intelligence systems to make autonomous decisions and adapt their responses with more context, naturalness, and relevance. One point to highlight is that AI can learn from previous interactions, adjusting the tone, language, and topics based on the person's preferences. This creates a more engaging and personalized experience.
Unlike traditional AIs that only respond based on a single input, an agentic AI can store relevant information and maintain context throughout the conversation, making the dialogue more fluid and coherent. She can make proactive decisions, suggesting relevant topics, adjusting the conversation style, or even anticipating the user's needs without them having to explicitly request it. Personalized conversations require dynamic and adaptable responses, something that agent AI can do better by recognizing patterns and emotions in communication.
In other words, the agentic AI makes interactions more realistic. For example, among our clients who already use agentic AI are the Saudi automotive company Petromin, with a customer service solution via WhatsApp; the Brazilian fashion retailer Reserva, with an agent for product discovery and customer engagement; and an Indian spice brand, which created an agent that provides food recipes. All of them use the Agêntica AI.
4. Avoid cart abandonment rates on WhatsApp
Finally, the goal is to understand how to convert that consumer who needs to create a connection to feel secure and make the purchase. Making e-commerce less impersonal through personalization is the major paradigm shift brought about by agentic AI. This escalation, capable of making messaging channels more humanized, makes the cart abandonment journey as humanized as possible, closer to a real-time experience with a salesperson. This is only possible precisely because it responds to the questions consumers asked when they put a product in the cart but did not purchase it, and with the arrival of agent AI, it becomes easier to advance in this conversation until there is overflow, giving a little "push" to that indecisive consumer. Without a doubt, it is a very fertile territory to explore.
