Trust in Artificial Intelligence (AI) is already a key factor in consumer engagement with brands. According to new global research from Sinch, a leader in omnichannel communication, 56.6% of Brazilians say they trust product recommendations made by AI chatbots and real people equally – a rate higher than the global average of 46%.
The data reveals that Brazilian consumers are more open to integrating AI into their purchasing process, especially in messaging journeys that combine convenience, personalization, and speed.
Global trend: RCS grows and rich experiences gain ground.
The research, conducted with 3,180 people in countries such as Australia, Canada, France, Germany, India, Mexico, Spain, the United Kingdom, the USA, and Brazil, shows that RCS (Rich Communication Services) is advancing by offering more visual and interactive experiences.
Features such as images, action buttons, and product carousels make messages more attractive and functional. Globally, 47% of consumers prefer rich messages (with images, buttons, or links) over simple text – indicating a new, more immersive and action-oriented communication pattern.
Brazil: Increased consumption and a clear preference for WhatsApp.
Brazil presents a unique scenario: 45.4% of consumers plan to spend more on end-of-year shopping compared to 2024 – versus 31.5% globally.
Regarding preparation for promotions, 43.7% of Brazilians and 37.3% of global consumers are already paying attention to offers a month before Black Friday.
In Brazil, WhatsApp is by far the favorite channel for receiving promotions during Black Friday, cited by 60% of respondents. RCS, on the other hand, is still in the early stages of adoption. Trust, speed of response, and a sense of proximity make WhatsApp the most effective channel for engaging Brazilian consumers.
Customer experience: tracking and automation are a priority.
During the shopping season, 83.8% of Brazilians and 61.6% of global consumers value messages with shipping and tracking updates.
Chatbots play a central role:
Order status (shipping, delivery, location): 60.8% in Brazil and 52.9% globally.
Product information before purchase: 51.5% in Brazil and 43.5% worldwide.
Visual impact and personalization in the purchasing process.
In Brazil, 71% of consumers say that images increase interest in an offer – compared to 47% globally. This reinforces the idea that visuals have a greater impact on conversion rates locally.
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The challenge for brands
The research reinforces that companies need to align channel, timing, and format to maximize results. While globally RCS (Real-Time Sharing) is consolidating as a strategy for richer experiences, in Brazil the great potential lies in the advanced use of WhatsApp, combining image, personalization, direct CTA (Call to Action), and intelligent automation.
“The future of retail communication lies in rich and interactive messaging, where each message is a shopping experience in itself. Brands that know how to explore this territory with intelligence and empathy will come out ahead during BFCM – and beyond,” highlights Mário Marchetti, Managing Director Latin America, at Sinch in Brazil.
