Consumer behavior is undergoing rapid transformation. If free shipping and good prices were the main attractions before, today, hyper-personalization and artificial intelligence (AI) already influence 6 out of 10 purchasing decisions for products or services, according to CX Trends 2025, driven by Octadesk, LWSA service platform, in partnership with Opinion Box
The tenth edition of the survey reveals that, in the last 12 months, 68% of consumers highlighted personalization in service as a decision factor, while 50% indicated that they have had experience with AI when shopping – an increase of 8 percentage points compared to 2024. Furthermore, 35% of respondents reported having experienced personalized recommendations through AI in their product purchases or service hiring.
The importance of personalization and AI in consumption
Hyper-personalization occurs when companies use artificial intelligence in an advanced way to deeply understand customers, analyzing data such as purchase history and real-time behavior. No e-commerce, for example, allows for precise recommendations, anticipate needs and deliver proactive support, creating experiences aligned with customer expectations, strengthening your relationship with the brand.
"Today the consumer seeks more than just quality or efficiency", he wants an experience that understands and connects to his needs. Technology should be used as an ally to enhance human service, and not replace it. This combination is what creates an experience that truly makes a difference for the customer and, besides, brings an opportunity for revenue growth for companies, says Rodrigo Ricco, Founder and CEO of Octadesk.
Hybrid consumers and decision criteria
The study confirms the hybrid behavior of Brazilian consumers: 77% made purchases both online and in physical stores in the last 12 months. Among the factors that most influence the choice of where to buy are free shipping (62%), product or service quality (56%) and low price (53%). The main purchasing channels include online stores (68%), marketplaces (66%) and physical stores (64%). Platforms like WhatsApp (30%) and Instagram (28%) also appear, highlighting the growing relevance of social media in the decision-making process
Technology as an ally of automated service
Although the use of AI and chatbots is expanding, the study indicates that consumers still prefer human interaction. Among those who used chatbots, 36% rated the experience as negative, another 36% as neutral, and only 20% as positive.For 54% of consumers, the best automated service is the one that complements human work, offering a balance between technology and personal interaction, comment Ricco. According to the participants, automated services should offer options compatible with the problem (43%), be direct (33%) and ensure agility (27%)
The data highlights the need for a careful and personalized implementation of these technologies to ensure a satisfactory experience. Furthermore, it is essential to have a team that constantly monitors the performance of chatbots, making the necessary corrections to provide a better user experience, Ricco claims.
Point of attention and opportunities for brands
The study revealed that negative experiences are related to failures in service delivery. Among the mentioned problems, the products or services are of lower quality than expected (26%), delayed deliveries (24%) or not made (21%), misleading advertising (24%), problems in service (20%) and lack of response to complaints and requests (18%).
Consumers expect brands to take clear actions to improve their experiences, how to solve problems quickly (37%), expand shipping options (37%), offer discounts on future purchases (33%) and reduce delivery time (32%). "The Brazilian consumer is telling us what they want". Based on this information, it is necessary to stand out, not only in what you sell, but also in how you sell and serve. The consumer expects quick responses, practical solutions and a service that understands your needs, concluded Ricco.
The CX Trends 2025 was conducted by Octadesk in partnership with Opinion Box, supported by Vindi, Locaweb, Mosquito, Bling and KingHost, and heard from more than 2 thousand online consumers over 16 years old from all over Brazil and from all social classes. The margin of error of the survey is 2,2 percentage points. To access the full report, Click here
