According to McKinsey's global survey, 65% of executives already use artificial intelligence to strengthen customer relationships, reflecting gains in efficiency and greater loyalty. The study points out that companies that incorporated technology in service recorded up to 20% growth in satisfaction and 15% of advancement in the accuracy of responses in the first contact. In Brazil, telecommunications operators and digital platforms report declines of about 30% in the average response time, in addition to freeing teams to devote themselves to demands of greater complexity.
Data reinforces the scope of change Hygor Lima, expert in process management and founder of the consultancy Potentiate Results, adoption is no longer a trend and has become a requirement for competitiveness.“A IA allows you to reduce service time in minutes, predict demands and customize offers at scale. Those who continue operating in improvisation will lose space for more structured competitors”.
Personalization is another highlight. AI solutions analyze consumption history, real-time behavior and preferences, enabling more assertive recommendations.“A technology extends the autonomy of teams and ensures a consistent journey, without relying only on the memory or improvisation of those who serve. This improves the experience and strengthens consumer confidence”, notes Lima.
In addition to streamlining interactions, systems have been used to anticipate problems, such as alerting about non-standard accounts, offering payment alternatives and adjusting inventories according to demand forecasts. For the specialist, this is a structural change: “A company that adopts AI ceases to be only reactive and starts to act preventively. This proactivity transforms the relationship with the customer and increases the profitability”, he adds.
Challenges
Despite advances, barriers still exist.Privacy issues, technological integration and fear of loss of human contact are among the main obstacles. Even so, the expectation is for accelerated expansion. McKinsey study shows that 92% of executives intend to expand investments in AI in the next three years, with more than half projecting an increase of at least 10% in the budget for technology. “O message is clear: artificial intelligence is no longer differential, it is a basic condition for companies that want to maintain relevance in the” market, says Lima.
How to apply AI to customer experience
- Smart chatbots: 24h service with natural language, reducing the average response time.
- Predictive analysis: demand forecasting, problem alerts before the occurrence and personalized offers.
- Recommendations in real time: cross-checking consumption data to suggest products and services more adherent to the profile.
- Backoffice automationsystems integration to reduce errors and free up teams for strategic tasks.
- Sentiment monitoring: analysis of interactions in social networks and SAC to identify critical points in the journey.
Among the segments that will lead the adoption of artificial intelligence in the coming years are: Telecommunications, digital banking, online retail and services Potentiate Results, notes that the fear of loss of human contact still exists, but when well applied, the technology increases by 20% satisfaction and strengthens customer trust. “A IA should be support, not a substitute, requiring trained teams to balance efficiency and empathy. Today, it is no longer differential: it is a basic condition to maintain relevance”, he recommends.
