Artificial intelligence and hyperpersonalization influence 6 out of 10 consumers in Brazil

If before free shipping and good prices were the main attractions, today, hyperpersonalization and artificial intelligence (AI) already influence 6 out of 10 decisions to buy products or services, according to CX Trends 2025, conducted by Octadesk, LWSA's service platform, in partnership with Opinion Box.

The tenth edition of the survey reveals that, in the last 12 months, 68% of consumers highlighted personalization in service as a decision factor, while 50% pointed out that they have already had experience with AI when making purchases 8 percentage points growth compared to 2024. In addition, 35% of respondents said they had experienced personalized recommendations through AI in their product purchases or service hiring. 

The importance of personalization and AI in consumption

Hyper-personalization occurs when companies use artificial intelligence in an advanced way to deeply understand customers, analyzing data such as purchase history and behavior in real time.In e-commerce, for example, it allows them to offer accurate recommendations, anticipate needs and deliver proactive support, creating experiences aligned with customer expectations, strengthening their relationship with the brand. 

“Today the consumer seeks more than quality or efficiency, he wants an experience that understands and connects to his needs. Technology should be used as an ally to enhance human service, not replace it. This combination is what creates an experience that really makes a difference for the customer and, in addition, brings an opportunity to increase revenue for companies”, says Rodrigo Ricco, Founder and Managing Director of Octadesk. 

Hybrid consumers and decision criteria

The study confirms the hybrid behavior of the Brazilian consumer: 77% made purchases both online and in physical stores in the last 12 months. Among the factors that most influence the choice of where to buy are free shipping (62%), quality of product or service (56%) and low price (53%). The main channels of purchase include online stores (68%), marketplaces (66%) and physical stores (64%). Platforms such as WhatsApp (30%) and also appear in the social decision (23T).

Technology as an ally of automated service

Although the use of AI and chatbots is expanding, the study indicates that consumers still prefer human interaction. Among those who used chatbots, 36% rated the experience as negative, another 36% as neutral, and only 20% as positive. For 54% of consumers, the best automated service is one that complements human work, offering a balance between technology and personal interaction”, comments Ricco. According to participants, automated services should offer options compatible with the problem (43%), be direct (313T7T) and ensure (3T7T).

“The data highlights the need for careful and personalized implementation of these technologies to ensure a satisfactory experience.In addition, it is essential to have a team that constantly monitors the performance of chatbots, making the necessary corrections to provide a better user experience”, says Ricco. 

Point of attention and opportunities for brands

The study revealed that negative experiences are related to service failures. Among the problems cited are products or services with below expected quality (26%), late deliveries (24%) or not made (21%), misleading advertising (24%), service problems (20%) and lack of return of complaints and requests (18%). 

Consumers expect brands to take clear actions to improve their experiences, such as solving problems quickly (37%), expanding freight options (37%), offering discounts on future purchases (33%) and reducing delivery time (32%). “The Brazilian consumer is telling us what he wants. From this information, you need to stand out not only in what you sell, but also in how you sell and serve. 

CX Trends 2025 was carried out by Octadesk in partnership with Opinion Box, supported by Vindi, Locaweb, Moskit, Bling and KingHost, and heard more than 2 thousand online consumers over 16 years of age from all over Brazil and from all social classes. The margin of error of the survey is 2.2 percentage points. To access the full report, the click here.