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 personalized and enriched content – as long as your process is properly structured and designed to bring this higher return on the investment made
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 billion in 2025, potentially exceeding US$ 45 billion by 2030
By 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 scaling potential, 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 if this choice is, in fact, valid and beneficial to be invested: the volume of interactions, 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 customer retention
It is important to emphasize 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. Defining the brand's tone of voice and applying it on WhatsApp is also essential to maintain a consistent identity across all touchpoints
Define your brand's tone of voice and incorporate these elements into WhatsApp, reinforcing your business identity in all communication made. AND, for there to be an assertive integration of Generative AI in this channel, Having the support of a specialized partner will enhance the security and performance of using this technology in the relationship between the parties
Artificial intelligence is alive and, the more it is interacted with, your continuous learning will be greater. That's why, must be constantly monitored, being refined based on identified opportunities and adjusted based on real 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. Invest, with the support of specialists, in an approach with smart fallback – activating alternative channels when the message is not delivered – and providing human assistance whenever necessary, it is what ensures the customer receives the right message, on the right channel, at the right time
