Consumer Day, celebrated annually on March 15th, is marked by numerous promotional activities carried out by companies, but these actions are not limited to a single day and can extend until the end of the month. The period is also called the First Semester Black Friday, as many stores offer discounts on products and services to consumers.
A survey conducted by Reclame AQUI, a Brazilian complaint website against companies, showed that 51.2% of the surveyed customers prefer to pay more for a product as long as the purchasing process is satisfactory.The AI revolution combined with customer protagonism makes conversational commerce one of the pillars for brands to capture customer attention. And for this to happen, brands are elevating their level of creativity and relevance to capture customers' interest, integrating cutting-edge artificial intelligence into their engagement strategy and generating 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 deepen the understanding of adopting Conversational AI in customer interactions, qualifying leads, and optimizing operational costs, Renata Martins,Customer Success Manager at Gupshupbring some tips.
- Focus on your customer's attention
Speaking to the consumer in a more precise and personalized way is gaining increasing strength, and capturing the customer's attention is one of the main differentiators of a brand. For this, AI tools must understand the signals that make conversations more natural and engaging, as it is an essential way to strengthen a connection with the customer.Effective communication is one of the fundamental strategies to increase engagement.
With the high volume of available information, it is necessary to use new technologies to understand the customer and personalize their experience. Companies can use machine learning algorithms to identify customer behavior patterns and offer what is most relevant to them.
- Know that every conversation matters
Conversations play a crucial role in business development, as they build trust, break down barriers, inspire new ideas, and drive innovation. To create a truly relevant conversation, the authenticity of the content needs to become increasingly important to retain the customer.
Companies should focus on producing genuine and personalized content. This can help create a stronger emotional bond with customers.At Gupshup, there is the principle of transforming the customer experience through meaningful dialogues. After all, every conversation matters!
- Use and abuse of agentic 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 through previous interactions and adjust the tone, language, and topics presented based on individual preferences.
Unlike traditional AIs that only respond based on a single input, agent-based AI can store relevant information and maintain context throughout the conversation, making the dialogue more fluid and coherent. She can make proactive decisions, suggest relevant topics, adjust the conversation style, or even anticipate 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.
Among Gupshup's clients who are already using agent AI are the Saudi automotive company Petromin, with a WhatsApp customer service solution, the Brazilian fashion retailer Reserva, with an agent for product discovery and customer engagement, and an Indian spice brand that created an agent providing culinary recipes.
- Avoid cart abandonment fees via WhatsApp
It is necessary to understand how to convey security to the customer so that they feel safe and complete 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 process more humanized and closer to a real-time experience with a salesperson. This is only possible by responding 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.
