Customer experience (or CX) has always been one of the main focuses of any successful global business. This is because they understand that the customer is, and it should always be the focus of any company. The existence of all types of businesses depends on their customers. It is not surprising that finding ways to make this experience better and more unique has been Twilio's mission, not only developing, but also aligning with the most innovative technologies capable of transforming the market by placing the customer at the center of the business. That is why the company is so excited about the arrival of AI Agents.
Both large technology companies and world governments have announced government incentive packages for development that together total trillions of dollars in investments in artificial intelligence for 2025 and the coming years, according to corporate balance sheets and investment plans recently disclosed. Within these investments, the development, the integration and adoption of Agentic AI should be the best next step within the perspectives of customer-centric companies, according to Vivian Jones, LATAM vice president of Twilio
For the specialist, this technology is a natural evolution of what companies are trying to do with chatbots, URAs and several other communication tools, years ago, besides being the next step of generative AI in the world. Despite that, there are still those who do not know this news in depth
"Imagine interacting with a brand through any available service channel and having a smooth conversation", without the need to choose menu options, with an AI that responds to you generatively, with a real dialogue, that knows your complete history, that can suggest various solutions, since she is well-versed in all the details of the company, that personalizes your service according to your preferences, that is available and helps you even when you choose to speak with a human agent, that will be equipped with knowledge and agility in accessing data, since it will have AI as support. This can help you understand how AI Agents will change everything when we talk about CX, comment Jones, It is worth noting that these types of experiences are only possible if businesses have the necessary contextual data.”
AI Agents represent the newest evolutionary level of process automation, can be used in various contexts. They are, basically, Autonomous generative AIs. That is to say, in addition to its LLM-based response capability, they carry a proactive problem-solving characteristic. To make this more playful, think of fully integrated personal assistants capable of solving any problem we see in movies, series books and video games.”, explain Jones, "This is one of those moments when fiction becomes reality".”
Within the context of marketing, propaganda, customer service and CX, they allow
- The highest level of personalization, because they can interact uniquely with a consumer
- They allow for optimizing campaigns with real-time adjustments to budget and targeting
- They are not limited to expected questions and answers, like chatbots;
- They can take proactive and creative actions to attract and retain customers, with knowledge of context and preferences;
- They solve the issue of large amounts of unordered data and diverse sources
- They can suggest strategies based on large volumes of data, on a scale; and much more
For the specialist, technology will allow human CX agents to have a powerful ally when talking to a customer, understanding contexts, suggesting solutions, products and even learning from the preference behavior of each consumer. "It is still necessary to invest in this type of solution to make it increasingly powerful", but there are already market solutions fully capable and that tend to gain more and more functionalities and reach increasingly new levels, explain
Of course, there are still challenges to be overcome, but most of the issues are already considered by companies today and are addressed with increasingly complex developments that ensure these AI agents operate within ethical and legal boundaries, protect the privacy of customer data, be integrated into different technology stacks, create protocols that prevent hallucinations and even train professionals to make the most of this tool
"The learning capacity of AI Agents allows for constant and rapid evolution of technology and this is very interesting in the context of CX", because the CX dialogue can come from various channels, has long histories, it creates tension when dealing with a problem, they demand personalization when we talk about a sale etc. They are complex scenarios, but that still need to be fully satisfactory for the customers, comment Jones
To conclude, the specialist emphasizes that customer-centric companies cannot ignore this evolution, because the next step in the relationship with the customer involves, without a doubt, for the support provided by the AI Agents
