If, in the past, automated customer service was viewed with some distrust — robots that didn't understand questions or always gave the same answers — today the scenario is different. The evolution of artificial intelligence (AI), especially with the advent of generative models, has opened new possibilities for interaction between brands and consumers. The next frontier now is the creation of multiple AI agents, which operate together in a coordinated manner, enhancing personalization, efficiency, and scalability of services.
This new approach combines the best of both worlds: human intelligence applied to the creation of strategies and service flows, and the almost unlimited capacity of AI to adapt, learn, and respond in a personalized way, all in real time.
"It's a one-way street. Consumers no longer want to wait or be transferred from department to department. They want quick, accurate answers, and most importantly, they want to be understood," says Jenifer Ferraz, Head of Product and Business at IRRAH TECH Group, specialized in generative AI solutions for retail.
In practice, the biggest challenge for companies is to move away from the traditional model, with a single chatbot trying to handle all types of demand, and to adopt a more sophisticated approach, with multiple specialized agents working together. It is in this scenario that IRRAH TECH bets on its main product: GPT Maker.
"More than automating responses, our proposal is to use artificial intelligence to create memorable brand experiences, where the customer feels heard, understood, and well served, regardless of the channel or stage of the journey."
Jenifer explains that "the tool allows you to create, in a simple and intuitive way, various assistants with different personalities, knowledge, and objectives. Each can be trained for specific functions: an agent specialized in product inquiries, another dedicated to exchange and return processes, another focused on sales, one that assists with more complex issues such as product configuration or technical failures, and even an agent with the brand's tone of voice to strengthen the relationship."
The professional also highlights that "GPT Maker allows the client not to even realize they are interacting with different intelligences. For them, the experience is smooth and personalized. Behind the scenes, each agent is prepared to operate exactly where it is most efficient."
Another key point of this technology is the integration between AI agents and human attendants. "When a customer asks a more complex question or one that requires empathy, the system activates an operator, but without losing the context of the conversation, ensuring a smooth transition," explains.
"This hybrid model avoids the classic friction of having to repeat everything again to the human agent. The history is there, the context is preserved. This increases customer satisfaction and reduces the average handling time," he says.
Furthermore, GPT Maker allows companies to scale their customer service without having to increase the number of operators. AI absorbs a large part of repetitive demands, freeing human teams for more strategic and sensitive cases.
For Jenifer, the future of service necessarily involves scalable personalization. "The consumer wants to feel unique, but companies need to do so in a viable and sustainable way. Generative AI, with multiple agents, is currently the most powerful technology to balance these two needs."
"More than automating responses, our goal is to use artificial intelligence to create memorable brand experiences, where the customer feels heard, understood, and well served, regardless of the channel or stage of the journey."
And the numbers prove this need. According to Zendesk's CX Trends 2024 Report, personalized service is a key factor in the customer experience: 67% expect interactions to be personalized, while 59% want companies to use available data to offer more personalized experiences. Additionally, 70% of consumers say they expect companies to offer real-time support, and 64% expect this to happen across all channels.
Additionally, 57% of customer experience leaders believe that generative AI will have a significant impact on chat support in the next two years, with 83% of companies already using this technology reporting a positive return on investment (ROI), according to a survey published by Forbes.
In Brazil, a study by ServiceNow indicates that 87% of consumers value good chatbot service, although 59% still prefer to speak with a human agent in more complex situations, which reinforces the importance of technology.
Jenifer concludes: "Customer service is no longer a cost. It is a strategic asset for relationship building and value generation for the business."
