Consumer behavior is undergoing rapid transformation. If free shipping and good prices were the main attractions before, today hyper-personalization and artificial intelligence (AI) already influence 6 out of 10 purchase decisions for products or services, according to CX Trends 2025, conducted by Octadesk, LWSA's customer service platform, in partnership with Opinion Box.
The tenth edition of the survey reveals that, in the last 12 months, 68% of consumers highlighted personalization in service as a decision factor, while 50% reported having had experience with AI when shopping – an increase of 8 percentage points compared to 2024. Additionally, 35% of respondents stated that they experienced personalized recommendations through AI in their product purchases or service hiring.
The importance of personalization and AI in consumption
Hyper-personalization occurs when companies use advanced artificial intelligence to deeply understand customers, analyzing data such as purchase history and real-time behavior. In e-commerce, for example, it allows offering accurate recommendations, anticipating needs, and providing proactive support, creating experiences aligned with customer expectations, strengthening their relationship with the brand.
"Today, the consumer seeks more than quality or efficiency; they want an experience that understands and connects to their needs. Technology should be used as an ally to enhance human service, not replace it. This combination is what creates an experience that truly makes a difference for the customer and, moreover, presents an opportunity for revenue growth for companies," says Rodrigo Ricco, Founder and General Director of Octadesk.
Hybrid consumers and decision criteria
The study confirms the hybrid behavior of the Brazilian consumer: 77% made purchases both online and in physical stores in the last 12 months. Among the factors that most influence the choice of where to buy are free shipping (62%), product or service quality (56%), and low price (53%). The main purchasing channels include online stores (68%), marketplaces (66%), and physical stores (64%). Platforms like WhatsApp (30%) and Instagram (28%) also appear, highlighting the growing importance of social networks in the decision-making process.
Technology as an ally of automated service
Although the use of AI and chatbots is expanding, the study indicates that consumers still prefer human interaction. Among those who used chatbots, 36% rated the experience as negative, another 36% as neutral, and only 20% as positive.For 54% of consumers, the best automated service is one that complements human work, offering a balance between technology and personal interaction," comments Ricco. According to the participants, automated services should offer options compatible with the problem (43%), be straightforward (33%), and ensure agility (27%).
"The data highlights the need for careful and customized implementation of these technologies to ensure a satisfactory experience. Additionally, it is essential to have a team that constantly monitors the performance of the chatbots, making the necessary corrections to provide a better user experience," says Ricco.
Point of attention and opportunities for brands
The study revealed that negative experiences are related to service failures. Among the issues mentioned are products or services with below-average quality (26%), delayed (24%) or unfulfilled deliveries (21%), misleading advertising (24%), customer service problems (20%), and lack of response to complaints and requests (18%).
Consumers expect brands to take clear actions to improve their experiences, such as resolving issues quickly (37%), expanding shipping options (37%), offering discounts on future purchases (33%), and reducing delivery times (32%). "The Brazilian consumer is telling us what they want. Based on this information, it is necessary to stand out, not only in what you sell but also in how you sell and serve. The consumer expects quick responses, practical solutions, and service that understands their needs," concludes Ricco.
The CX Trends 2025 was conducted by Octadesk in partnership with Opinion Box, supported by Vindi, Locaweb, Moskit, Bling, and KingHost, and surveyed over 2,000 online consumers aged 16 and above from all over Brazil and all social classes. The margin of error of the survey is 2.2 percentage points. To access the full report,Click here.
