WhatsApp is no longer an exclusive channel for personal communication, becoming one of the most used platforms in the market to approach and improve communication with its customers. Surfing the wave of this popularity, the incorporation of Generative AI in this messaging system has already proven to be something highly capable of increasing the effectiveness of this relationship through more personalized and enriched content 'provided that your process is properly structured and designed to bring this greater return on investment.

Meta imposes strict guidelines for the business use of WhatsApp, which raises the challenge of maintaining assertive and relevant communication. Excessive or out-of-profile messaging can result in penalties. In this scenario, Generative AI stands out as a strategic ally, offering scalability and customization by adapting the language of campaigns intelligently. Estimates indicate that chatbots based on this technology can generate incremental revenue of US$ 16.6 billion in 2025, and may exceed US$ 45 billion by 2030.

By intelligently personalizing messages and avoiding generic approaches, Generative AI contributes to more relevant communication that respects the personal space of the user. This reduces rejections, increases engagement and improves the quality of the data collected, strengthening brand reputation on the channel.

The level of complexity for implementation varies by company size and structure.Small businesses may face technical and operational barriers, while large companies have greater potential for scale, but need to integrate AI into an omnichannel strategy that ensures fluidity in the customer journey, regardless of channel.

There are no restrictions on its use regarding the size or segment of the business. However, there are three key factors that need to be weighed in order to confirm whether this choice is, in fact, valid and beneficial to be invested: the volume of interactions, if it has a significant amount that justifies the investment in this automation; the structuring of corporate data, supported by measurement tools such as CRMs that bring these reliable assets and in real time; and a better understanding of the journey of your customer, understanding where Generative AI can improve this experience and other aspects such as support, prospecting or customer retention.

Generative AI is not a plug-and-play solution. Its effectiveness depends on a well-defined planning, with mapping of personas and deep understanding of key moments of the journey. Setting the tone of voice of the brand and applying it in WhatsApp is also essential to maintain a consistent identity at all points of contact.

Set the tone of your brand voice and insert these elements within WhatsApp, reinforcing the identity of your business in all communication made. And, so that there is an assertive integration of Generative AI in this channel, having the support of a specialized partner will increase the security and performance of the use of this technology in the relationship between the parties.

Artificial intelligence is alive and the more it is interacted with, the greater its continuous learning. Therefore, it must be constantly monitored, being refined based on the identified opportunities and adjusted based on the real data collected through measurement tools such as CRMs and ERPs.

Finally, the success of Generative AI in WhatsApp depends not only on the connection between systems, but on strategic continuity. Investing, with the support of experts, in an approach with intelligent fallback (activating alternative channels when the message is not delivered & offering human service whenever necessary, is what ensures that the customer receives the right message, in the right channel, at the right time.

With the expansion of internet access and the use of digital platforms, millions of Brazilians have found opportunities for training, entrepreneurship and insertion in the digital market. According to the ICT survey Households 2024, 84% of the population is connected and 74% use the network for professional or educational activities, which shows how connectivity has been consolidating as a bridge to economic and social development.

This advance, however, is not limited to income generation. It represents a concrete chance to face historical inequalities, expanding access to resources that were previously restricted to a portion of citizens. For this potential to be fully realized, it is necessary to invest in digital infrastructure, professional training and technologies that involve the active participation of all in the connected economy.

How does digital inclusion create income opportunities?

The internet has opened doors that once seemed inaccessible. Working from anywhere, making extra gains as a freelancer or even turning a hobby into your own business has become a reality for many people. Those who need flexibility or face difficulties in the traditional market find in digital a more democratic space. Undertaking online has also become simpler and cheaper, since just a mobile phone and a good idea to start. Social networks such as YouTube, TikTok and Instagram have become monetization platforms, while e-commerce continues to grow and create new horizons.

But it is not enough to have access to the internet, you need to know how to use it to your advantage. Digital learning platforms offer practical courses that help develop skills valued in the market, making it easier to change careers or seek an extra source of revenue. In addition, strategies such as affiliate marketing and referral programs allow anyone to make money connecting consumers to products and services. With more knowledge and tools at hand, the path to financial independence becomes increasingly accessible.

And edtechs play an essential role in this transformation. In addition to providing training, many create partnerships with companies to bring professionals from real perspectives. Projects aimed at poor communities guarantee access to devices and connectivity, allowing more people to participate in the digital economy. In the end, digital inclusion is not just about technology & is about giving equal chances so that everyone can grow, undertake and achieve a better life.

Challenges and paths

There are still barriers along the way. Without adequate infrastructure, millions of people still lack access to quality internet, which limits work, learning and growth. Data from the ICT Households 2024 survey reveal that 29 million Brazilians still do not have access to the internet, which reinforces the challenges of digital inclusion in the country. And even among those who use the network regularly, only 22% have a significant” connectivity, which considers factors such as frequency of use, quality of connection, access to appropriate devices and digital skills.

That is, the lack of training also prevents many from taking advantage of what technology has to offer. At the same time, the increase in virtual transactions brings new risks, such as financial scams, making digital security a priority. Without effective public policies, digital inequalities tend to deepen.

On the other hand, technological advances continue to pave the way for us to go. Artificial intelligence already enables people and companies to focus on more strategic tasks, while digital businesses are structured based on data and automation. Online education breaks down geographical barriers and expands access to knowledge, and new forms of monetization, such as the creative economy and NFTs, are opening paths to income generation.

E-commerce is one more that consolidates, democratizing digital entrepreneurship. Models such as dropshipping and affiliate marketing facilitate the entry of entrepreneurs into the market. Freelance work grows, connecting professionals to opportunities anywhere in the world.

When connectivity, empowerment and security go together, digital is no longer a privilege and becomes a vector of transformation. The future of the economy is the active participation of all in this environment, and true financial empowerment is born when technology is put at the service of equity.

*Em 2017, com apenas 24 anos, Laila Martins fundou a edtech Saber em Rede, exercendo o cargo de CEO desde então. E, em apenas cinco anos, levou a empresa do zero ao valuation de 50 milhões de reais. Movida pela inovação no alcance de novos alunos e valorização da comunidade acadêmica, Laila fundou a startup com o propósito de disseminar a educação e possibilitar que pessoas empreendessem neste processo. Ativa no ecossistema de inovação e empreendedorismo, a executiva atua desde 2020 como mentora nos programas de aceleração da Associação Brasileira de Startups, SEBRAE e Inovativa. Em 2023, Laila ainda se juntou a outros empreendedores para fundar uma Venture Builder, a X5 Ventures, para fomentar o ecossistema de inovação e investimento no país.