You may not realize it, but the way companies communicate with you has changed — and a lot. From "Hello, how can I help?" to "Is everything okay with your order from yesterday?", personalization in digital service has ceased to be a courtesy and has become a point of survival in retail.
According to Gartner consulting, by the end of 2025, 80% of all brand and customer interactions will be fully personalized. This explains why, in Brazil, 70% of online stores already use artificial intelligence to deliver a smoother, more accurate, and personalized shopping experience. The data is in the CX Trends 2025 report, which also shows how much this matters: 68% of Brazilian consumers say they only buy where they feel truly understood.
"Personalization is no longer a differentiator. It is a customer requirement. And, even with AI, the human touch remains decisive," says Alberto Filho, CEO of Poli Digital, a company specialized in customer service channel automation. For him, combining technology and empathy is the key to loyalty: "Chatbots speed up simple tasks. But only people understand people."
The Poli Digital strategy, for example, combines hybrid service, continuous monitoring of the customer journey, and reputation management. And the data shows that this yields a return: a McKinsey study indicates that businesses focused on hyper-personalization are already seeing jumps of 10% to 15% in revenue.
But it's not just about talking well: it's about selling better. An Ecglobal survey shows that 86% of consumers shop online at least once a month, and 79% value convenience, while 78% choose stores with a greater variety of options. In other words, experience is also practicality.
"Tools like virtual fitting rooms, catalog shopping, and centralized payment make a difference." explains Alberto.
Another resource that has been gaining traction is automated satisfaction surveys via chatbot. Sent immediately after digital channel interactions, these interactions allow real-time identification of critical points and enable operational adjustments quickly, without impacting the service flow. This approach provides valuable insights for more accurate decision-making in the continuous improvement of the customer experience, with efficiency and scalability.
The CEO of Poli warns that companies neglecting this factor risk losing the customer before even the first "good morning." In a scenario where the user experience determines brand loyalty, each touchpoint — including the first greeting — must be carefully planned to generate immediate value.