We are just at the beginning of 2025 and the CEO of the technology company Nvidia, Jensen Huang, has already declared that the"the era of agentic AI has arrived". TheGoogleand theOpenAIthey recently announced new agency models planned for release in 2025, and40%the large Brazilian companies plan to integrate agent-based AI systems into their operations later this year
How agentic AI is different from its predecessors, what the technological buzzword of 2025 could mean for the Brazilian consumer? Analysts are expecting radical changes, but the final results can be more subtle than one thinks
"Agentic AI is an extremely exciting new stage in the development of intelligent systems", comment Krishna Tammana, Technology Director of Gupshup. "But, as with all advanced technologies, it's easy to get caught up in technical jargon.Instead, make a comparison with the size and scale of the change from the phone to the smartphone in the late 2000s. If what we are using now, generative AI, it is a single application, "so the agentic AI is like using a smartphone", says Krishna
"Generative AI", like the older models of mobile phones, it is basically a single-use application. You open it, interacts with him and closes it until needing him again, continue the executive. If we compare it to a smartphone, that can contain many applications at the same time, this is what agentic AI looks like in relation to generative AI. It is no longer just a single application, more than one entire smartphone full of various apps, everyone interacting with each other at the same time.”
The agentic AI was also created to perform tasks autonomously, make decisions and adapt to user information and environmental changes. And, although generative AI has seen use cases from consumers and businesses, this next evolutionary stage will likely affect professional life more than personal life
Soon, we may have a workday where the most time-consuming and repetitive tasks will be carried out autonomously, freeing up more time for us to focus on strategic functions, creative and social higher education. In our personal life, the agentic AI can also materialize as a helpful assistant that can make requests and reservations, organize the social agenda of a weekend or even manage our finances, for example. However, as no one knows how close we are to large-scale agentic AI, the experts are looking for the pioneering sectors to lead the way
"The first sectors to implement agentic AI do so in back-end operations", explain Tammana. The financial sector is seeing results in fraud detection, the doctor and pharmacist focusing on data analysis, in research and development, and those in manufacturing are creating intelligent robots, and even entire factories, that can operate with very little human intervention, observe
Unless they work in those specialized fields, the daily life of Brazilians may not feel an immediate impact from agentic AI, except in a key area. "On Gupshup", the agent AI meets a series of requests, but one of the most advanced is dealing with customer interactions, continue Krishna. Therefore, I wouldn't be surprised if, this year, consumers began to notice a difference when speaking with customer support agents.”
These models are trained with specific company data, with integrated safety barriers and human agents available for transfer at any time. Therefore, the technology director of Gupshup tells consumers to be aware of the change in interactions between chatbots or humans for a smoother service. "The fact that you can't tell who is human and AI means we've done a great job". But, if the agent you are talking to is experienced, helpful, proactive and is available 24 hours a day, 7 days a week, значить, this could be your first interaction with agentic AI, detail
In Brazil, a partnership with a major national fashion brand highlights the emerging landscape of agentic AI. Gupshup is among the first conversational AI platforms to launch an AI agent in Brazil for the retailer Reserva. The brand's AI agent offers users a unique shopping experience, with the availability of AI directly on WhatsApp. Users can search for products by sending text or voice messages, and even describe characteristics of a person to whom you wish to give a gift. This was done on Mother's Day, when the user had the chance to detail what their mother was like and, thus, find the best gift to celebrate the date
In this way, the AI understands and recommends the products that best fit the description provided by the user, that can easily check the available products through a native WhatsApp carousel model, having access to more information about the product, or even be redirected to the website to complete the purchase
