The beginning of 2025 is marked by the growing expectation surrounding generative artificial intelligence (GenAI) and its potential innovations in the field of customer service and sales. The technology, that stands out in content creation from existing data, promises to consolidate itself as one of the pillars of developing solutions that prioritize hyper-personalization in the relationship with consumers. One of the largest events in the global retail sector, the NRF, recently highlighted how GenAI is central to customer loyalty and acquisition strategies, emphasizing your role in transforming the shopping experience
More than just a simple trend, the potential of the tool goes beyond innovation. Its adoption in different sectors raises questions about how corporations can manage their data more strategically. For generative AI to provide meaningful results — both in terms of return on investment (ROI), how much in improving the customer experience —, it is essential that companies adopt efficient data management, secure and that allows the effective use of this information.
GenAI is designed to generate original and innovative content, like texts, зображення, videos and music. This makes it a powerful tool not only for predictive analytics and process automation, but also to create more dynamic and personalized service solutions. This technology has been increasingly applied to automate and streamline processes in data management, according to the research "Trends Monitor, Analyses, Data and BI for 2025, with sponsorship from Denodo and organized by BARCBusiness Application Research Centre – software market analysis company, focusing on areas such as data management and business intelligence.
Among the main insights brought in the survey, some advantages of GenAI stand out
- Code generationshe can automate tasks, such as SQL queries and scripts for data pipelines, what reduces the workload of developers and accelerates the implementation of new systems
- User interactionthe automated generation of insights and visualizations makes data more accessible through natural language interfaces, improving the user experience
- Data engineeringAI can help with data cleaning and organization, in addition to creating synthetic information for testing and training, something essential for companies that deal with confidential information
- Advanced analysisGenAI supports predictive analytics, anomaly detection and generates real-time recommendations, directly impacting areas such as supply chain management and operational efficiency
These advancements require companies to carefully integrate GenAI into their business strategies, ensuring that its implementation in data processes and analysis is effective and provides security
A Denodo, for example, has stood out in the integration of "lgrandes modelos de linguagem" (LLMs) with their platform, with the aim of facilitating the creation of new corporate GenAI applications, meeting the rigorous security and privacy requirements. This approach allows developers to use AI-based agents to simplify the creation and optimization of solutions; But everything starts with a good data foundation – data first, AI later, explain Guilherme Duarte, Technical Director of the company.
At the center of the strategy, on a global scale
A survey conducted by Gartner in July 2024 with 258 global procurement leaders revealed that 72% of them are prioritizing the integration of GenAI into their strategies. This data demonstrates the growing awareness of the potential of technology to enhance the efficiency and effectiveness of businesses. The report also highlights that, by 2027, 40% of customer service issues will be resolved by GenAI tools, with solutions like ChatGPT, Google AI Overviews and Apple Intelligence stand out for their convenience and availability — something that traditional customer service channels cannot offer
In the financial sector, GenAI has rapidly established itself as a strategic ally. According to the study "Global Outlook for Banking and Financial Markets 2024“, published by IBM, 86% of global banking institutions are already developing or preparing to operate with generative AI. In Latin America, the highlighted priorities include the use of GenAI for customer engagement, operational safety, marketing, human resources and IT development
The success of generative AI in customer service, therefore, is intrinsically linked to the efficient and secure management of data. Companies that know how to integrate this technology strategically, with a well-made data foundation, they will not only have better financial results, but also the ability to radically transform the consumer experience. In an increasingly personalized world, the GenAI is, without a doubt, one of the greatest advances we are witnessing in the digital journey, concluded Guilherme Duarte
