One of the most anticipated dates of the year is Consumer Day, celebrated on March 15, which falls on the third Saturday of the month. According to the Federation of Commerce of Goods, Services and Tourism of São Paulo (FecomercioSP), the recommendation for commerce in general is that Consumer Week, this year, be held between March 9 and 15. The period is even called the Black Friday of the first half of the year, since many stores offer the opportunity for consumers to purchase products and services at discounts.
However, with the AI revolution combined with customer protagonism, it is increasingly common for customer service to be one of the pillars of this date. Conversational commerce is essential for brands to capture customer attention, which is increasingly difficult, in addition to serving them with excellence through the tools that artificial intelligence offers. In other words, for this to happen, brands will have to raise the level of creativity and relevance to capture interest amidst the competition, integrating cutting-edge artificial intelligence into the customer engagement strategy, creating conversations that strengthen a deep connection between them.
According to the Business Messaging and the Future of Customer Experience in Brazil report, produced by Gupshup in 2024, more than half (52.7%) of Brazilian respondents identify “the ability for both parties to hear each other” as the most important quality of a genuine conversation. This shows that the new era of AI seeks more real, empathetic and human online relationships, like those consumers have with a trusted friend.
To learn more about how to use Conversational AI adoption this Consumer Day to interact with customers, qualify leads and optimize operational costs, check out the tips that Renata Martins, from Gupshup, has put together:
1. Focus on your customer’s attention
In an increasingly competitive world, communicating with consumers in a more precise and personalized way is gaining more and more strength, and capturing the customer's attention is one of the main differentiators of a brand. To do this, AI tools must understand the signals that make conversations more natural and engaging, as it is essential to strengthen this connection with your consumer. In addition, effective communication is one of the fundamental strategies for increasing engagement.
With the vast amount of information available, these technologies need to be used to better understand consumers and personalize the user experience. Companies can use machine learning algorithms to identify patterns in consumer behavior and offer content and products that are more relevant to them. In addition, data analysis can help identify opportunities to improve the user experience and the offering of products and services.
2. Know that every conversation matters
Conversations play a crucial role in business growth, building trust, breaking down barriers, inspiring new ideas and driving innovation. To truly create a meaningful conversation that emerges from any interaction, authentic content becomes increasingly important to retaining the consumer.
Businesses should focus on producing genuine and personalized content. This can help build consumer trust in the brand and create a stronger emotional connection with the brand. At Gupshup, we believe in transforming the customer experience through meaningful conversations. After all, every conversation matters!
The big lesson from this is that the evolution of AI has become a fundamental tool for customer knowledge. This increases the role of the salesperson in assisted selling because, with exclusive, different content focused on the consumer experience, the conversation plays a crucial role in discovering the interests of this still unknown customer.
3. Uses and abuses of agentive AI
Agentic AI is essential for creating personalized conversations, as it allows AI systems to make autonomous decisions and tailor their responses with more context, naturalness, and relevance. One thing to note is that AI can learn from previous interactions, adjusting tone, language, and topics based on a person’s preferences. This creates a more engaging and personalized experience.
Unlike traditional AIs that simply respond based on a single input, an agentic AI can store relevant information and maintain context throughout the conversation, making the dialogue more fluid and coherent. It can make proactive decisions by suggesting relevant topics, adjusting the conversation style, or even anticipating the user’s needs without the user having to explicitly ask. Personalized conversations require dynamic and adaptive responses, something that agentic AI is better at doing by recognizing patterns and emotions in communication.
In other words, agentic AI makes interactions more realistic. For example, our clients that already use agentic AI include the Saudi automotive company Petromin, with a WhatsApp-based customer service solution; the Brazilian fashion retailer Reserva, with an agent for product discovery and customer engagement; and an Indian spice brand, which created an agent that provides food recipes. All of them use agentic AI.
4. Avoid cart abandonment rates on WhatsApp
Ultimately, the goal is to understand how to convert consumers who need to create a connection to feel safe and make a purchase. Making e-commerce less impersonal through personalization is the major paradigm shift brought about by agentic AI. This escalation, capable of making messaging channels more humanized, makes the cart abandonment journey as humanized as possible, closer to a real-time experience with a salesperson. This is only possible by answering the questions consumers asked when they put a product in their cart but didn't buy it. With the arrival of agentic AI, it becomes easier to advance this conversation until it overflows, giving that indecisive consumer a “little push.” Without a doubt, this is very fertile territory to explore.
