The beginning of 2025 is marked by growing anticipation around generative artificial intelligence (GenAI) and its potential innovations in customer service and sales. The technology, which stands out in content creation from existing data, promises to establish itself as one of the pillars of developing solutions that prioritize hyper-personalization in customer relationships. One of the biggest events in the global retail sector, NRF, recently highlighted how GenAI is central to customer loyalty and acquisition strategies, emphasizing its role in transforming the shopping experience.
More than just a trend, the potential of the tool goes beyond innovation. Your adoption in different sectors raises questions about how corporations can manage their data more strategically. For generative AI to deliver meaningful results — both in terms of return on investment (ROI) and improving the customer experience — it is essential for companies to adopt efficient, secure data management that enables the effective use of this information.
GenAI is designed to generate original and innovative content, such as texts, images, videos, and music. This makes it a powerful tool not only for predictive analytics and process automation but also for creating more dynamic and personalized customer service solutions. This technology has been increasingly applied to automate and streamline data management processes, according to the "Trends Monitor, Analytics, Data, and BI for 2025" survey, sponsored by Denodo and conducted by BARC.Business Application Research Centre) – software market analysis company, focusing on areas such as data management and business intelligence.
Among the main insights brought up in the survey, some advantages of GenAI stand out:
- Code generation: it can automate tasks such as SQL queries and scripts for data pipelines, which reduces the workload for developers and speeds up the implementation of new systems;
- User interaction: automated generation of insights and visualizations makes data more accessible through natural language interfaces, improving the user experience;
- Data engineering: AI can help with data cleaning and organization, as well as creating synthetic information for testing and training, something essential for companies that deal with confidential information;
- Advanced analysis: GenAI supports predictive analytics, anomaly detection and generates real-time recommendations, directly impacting areas such as supply chain management and operational efficiency.
These advances require companies to carefully integrate GenAI into their business strategies, ensuring that its implementation into data and analytics processes is effective and secure.
Denodo, for example, has stood out in the integration of “large language models(LLMs) with its platform, aiming to facilitate the creation of new corporate GenAI applications, meeting strict security and privacy requirements. "This approach allows developers to use AI-based agents to simplify the creation and optimization of solutions; but everything starts with a solid data foundation – data first, AI later," explains Guilherme Duarte, the company's Technical Director.
At the heart of the strategy, on a global scale
A survey conducted by Gartner in July 2024 with 258 global procurement leaders revealed that 72% of them are prioritizing the integration of GenAI into their strategies. This data demonstrates the growing awareness of the potential of technology to enhance the efficiency and effectiveness of companies. The report also highlights that by 2027, 40% of customer service issues will be resolved by GenAI tools, with solutions like ChatGPT, Google AI Overviews, and Apple Intelligence standing out for their convenience and availability — something traditional service channels cannot offer.
In the financial sector, GenAI has been rapidly establishing itself as a strategic ally. According to the study "Global Outlook for Banking and Financial Markets 2024, published by IBM, 86% of global banking institutions are already developing or preparing to operate with generative AI. In Latin America, the priorities identified include the use of GenAI for customer engagement, operational security, marketing, human resources, and IT development.
The success of generative AI in customer service, therefore, is intrinsically linked to the efficient and secure management of data. "Companies that know how to integrate this technology strategically, with a solid data foundation, will not only achieve better financial results but also have the ability to radically transform the consumer experience. In an increasingly personalized world, GenAI is undoubtedly one of the greatest advances we are witnessing in the digital journey," concludes Guilherme Duarte.
