WhatsApp is no longer an exclusive channel for personal communication, becoming one of the most used platforms in the market to bring closer and improve communication with your clients. Riding the wave of this popularity, the incorporation of Generative AI into this messaging system has already proven to be highly capable of enhancing the effectiveness of this relationship through more personalised and enriched content – as long as your process is properly structured and designed to bring this higher return on investment
Meta imposes strict guidelines for business use of WhatsApp, what elevates the challenge of maintaining assertive and relevant communication. Excessive or off-profile messages may result in penalties. In this scenario, Generative AI stands out as a strategic ally, offering scalability and customization by intelligently adapting the language of campaigns. Estimates indicate that chatbots based on this technology can generate an incremental revenue of US$ 16,6 mil millones en 2025, potentially exceeding US$ 45 billion by 2030
When customizing messages intelligently and avoiding generic approaches, Generative AI contributes to more relevant communication, that respects the user's personal space. This reduces rejections, increases engagement and improves the quality of collected data, strengthening the brand's reputation on the channel
The level of complexity for implementation varies according to the size and structure of the company. Small businesses may face technical and operational barriers, while large companies have greater potential for scale, but they need to integrate AI into an omnichannel strategy that ensures smoothness in the customer journey, regardless of the 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 considered in order to confirm whether this choice is, in fact, válida e benéfica de ser investida o volume de interações, if there is a significant amount that justifies the investment in this automation; the structuring of corporate data, supported by measurement tools like CRMs that provide these reliable and real-time assets; and a better understanding of your customer's journey, understanding where Generative AI can improve this experience and other aspects such as support, prospecting or retention of clients
It is worth emphasizing that Generative AI is not a plug-and-play solution. Its effectiveness depends on a well-defined plan, with persona mapping and deep understanding of key moments in the journey. Definir o tom de voz da marca e aplicá-lo no WhatsApp também é essencial para manter uma identidade consistente em todos os pontos de contato
Define the tone of voice of your brand and incorporate these elements into WhatsApp, reaffirming your business identity in all communication made. And, para que haya una integración efectiva de la IA Generativa en este canal, relying on the support of a specialized partner will enhance the safety and performance of using this technology in the relationship between the parties
Artificial intelligence is alive and, quanto mais é interagida, your continuous learning will be greater. Therefore, must be constantly monitored, being refined based on identified opportunities and adjusted based on actual data collected through measurement tools such as CRMs and ERPs
Finally, the success of Generative AI on WhatsApp does not depend solely on the connection between systems, but of strategic continuity. Investing, with the support of specialists, in an approach with smart fallback – activating alternative channels when the message is not delivered – and providing human support whenever necessary, é o que garante que o cliente receba a mensagem certa, no canal correcto, at the right time
