Automation has never been so efficient, nor so challenging. Amid the race for personalization, brands face a delicate question: how to create unique and relevant experiences without crossing the line of privacy? With consumers more attentive to the use of their data and increasingly stringent regulations, digital marketing is currently facing one of its greatest dilemmas.
Luiz Santos follows this discussion closely. Founder of Unnichat, a CRM and automation platform via the official WhatsApp API, he is a specialist in digital strategies focusing on automation, artificial intelligence, and scalable communication. After years working with digital marketing and business structuring, Luiz argues that "automating well today is as important as knowing how far to automate." For him, the risk lies not only in the misuse of technology, but in the lack of strategy when treating data as mere metrics.
The advancement of AI and automation tools has made it possible to personalize messages based on behavior, location, purchase history, and even the time of day. But this is only effective when the customer feels they have control. "If the user doesn't understand why they are receiving a particular message, or if they feel they've been invaded, the brand loses value immediately," warns the businessman.
The search for balance involves a concept that is on the rise in marketing: personalization with consent. This includes making it clear how data is used, allowing the customer to choose what type of communication they want to receive, and offering real value in return. "When automation respects the customer's time, profile, and context, it ceases to be a sending machine and becomes a relationship tool," explains Luiz.
Furthermore, the use of strategies such as privacy-first personalization is growing; this approach prioritizes respect for privacy even in automated flows. According to an analysis published by CMSWire, this practice is gaining traction among companies that want to differentiate themselves not only through the effectiveness of their messages but also through the ethical use of their data.
In Brazil, this issue also becomes more relevant as the LGPD (Brazilian General Data Protection Law) advances in the regulation and oversight of companies. This means that poorly configured automations, without explicit consent or with excessive data collection, can not only compromise the brand's image but also generate legal sanctions.
According to Luiz Santos, the key is to use technology as a means, not an end. "What builds customer loyalty isn't the volume of messages, but how relevant they are to the customer. Personalization shouldn't feel like surveillance. It has to feel like care."
Ultimately, personalization with intelligence and respect is no longer a differentiator. It is now a basic requirement for any automation to function and generate results. The challenge for companies is not only to become more efficient with AI and data, but also more human and transparent in the process.
