One of the most anticipated dates of the year is Consumer Day, celebrated on March 15, that falls on the third Saturday of the month. According to the Federation of Goods Trade, Services and Tourism of São Paulo (FecomercioSP), the recommendation for commerce in general is that Consumer Week, this year, to be held between March 9 and 15. The period is, inclusive, called Black Friday of the first half, since many stores offer the opportunity for consumers to purchase products and services at discounts
However, with the revolution of AI allied to the prominence of the customer, 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, what is increasingly difficult, in addition to serving you with excellence through the tools that artificial intelligence offers. That is to say, for this to happen, brands will have to raise the level of creativity and relevance to capture interest amid competition, integrating cutting-edge artificial intelligence into the customer engagement strategy, creating conversations that strengthen a deep connection between them.
According to the report Business Messaging and the Future of Customer Experience in Brazil, produced by Gupshup in 2024, more than half (52,7% of Brazilian respondents identify "the ability of both parties to listen to each other" as the most important quality of a genuine conversation. This shows that the new era of AI seeks more genuine online relationships, empathetic and human, like those that consumers have with a trusted friend
To learn more about how to use the adoption of Conversational AI this Consumer Day to interact with customers, qualify leads and optimize operational costs, check out the tips from Renata Martins, from Gupshup, separated
1. Focus on your customer's attention
In an increasingly competitive world, talking to the consumer 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. For that, AI tools must understand the signals that make conversations more natural and engaging, since it is essential to strengthen this connection with your consumer.In addition, effective communication is one of the key strategies to increase engagement.
With the large volume of information available, it is necessary to use these technologies to better understand the consumer and personalize the user experience. Companies can use machine learning algorithms to identify consumer behavior patterns and offer content and products that are more relevant to them. Furthermore, data analysis can help identify opportunities to improve user experience and the offering of products and services
2. Know that every conversation matters
Conversations play a crucial role in business growth, because they create trust, break barriers, inspire new ideas and drive innovation. To really create a conversation that is relevant, and that arises from any interaction,the authenticity of the content becomes increasingly important to retain the consumer.
Companies should focus on producing genuine and personalized content. This can help build consumer trust in the brand and create a stronger emotional bond with it.On Gupshup, there is the principle of transforming the customer experience through meaningful dialogues. After all, every conversation matters
The great lesson from this is that the evolution of AI has become a fundamental tool for customer knowledge. This increases the role of the seller with assisted selling because, with exclusive content, different and focused on the consumer experience, the conversation plays a crucial role in discovering the interests of this still unknown client.
3. Uses and abuses of agentive AI
Agent AI is essential for creating personalized conversations, as it allows artificial intelligence systems to make autonomous decisions and adapt their responses with more context, naturalness and relevance. One point that should be highlighted is that AI can learn from previous interactions, adjusting the tone, the language and themes based on the person's preferences. This creates a more engaging and personalized experience
Unlike traditional AIs that only 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. She can make proactive decisions, suggesting relevant topics, adjusting the style of the conversation or even anticipating the user's needs without them having to explicitly request. Personalized conversations require dynamic and adaptable responses, something that the agent AI can do better by recognizing patterns and emotions in communication.
That is to say, agent AI makes interactions more realistic, For example, among our clients who already use agent AI is the Saudi automotive company Petromin, with a customer service solution via WhatsApp; the Brazilian fashion retailer Reserva, with an agent for product discovery and customer engagement; it is an Indian spice brand, that created an agent that provides food recipes. All of them use Agent AI
4. Avoid cart abandonment rate via WhatsApp
Finally, the goal is to understand how to convert that consumer who needs to create a connection to feel secure and make the purchase. Making e-commerce less impersonal through personalization is the major paradigm shift brought by agentic AI. This climb, able to make messaging channels more humanized, make the cart abandonment journey as humanized as possible, closer to a real-time experience with a seller. This is only possible precisely by answering the questions that consumers asked when they placed a product in the cart, but they didn't buy it and, with the arrival of agentic AI, it becomes easier to move forward in this conversation until there is overflow, giving a little "nudge" to that undecided consumer. Without a doubt, it is a very fertile territory to explore.
