Consumer Day, celebrated annually on March 15, is marked by numerous promotional actions carried out by companies, but the actions are not limited to a single day, able to reach the end of the month. The period is, inclusive, called Black Friday of the first half, since many stores offer discounts on products and services for consumers
A survey conducted by Reclame AQUI, Brazilian site for complaints against companies, pointed out that 51,2% of surveyed customers prefer to pay more for a product as long as the purchasing process is satisfactory. The revolution of AI combined with customer protagonism makes conversational commerce one of the pillars for brands to capture customer attention. And, for this to happen, brands are raising their level of creativity and relevance to capture customer interest, integrating cutting-edge artificial intelligence into the engagement strategy and generating 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 deepen the knowledge about the adoption of Conversational AI in customer interactions, qualify leads and optimize operational costs, Renata Martins, Customer Success Manager at Gupshup, bring some tips
- Focus on your customer's attention
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 an essential way to strengthen a connection with the customer. Effective communication is one of the key strategies to increase engagement
With the high volume of information available, it is necessary to use new technologies to understand the customer and personalize their experience. Companies can use machine learning algorithms to identify customer behavior patterns and offer what is most relevant to them
- Know that every conversation matters
Conversations play a crucial role in business development, because they generate trust, break barriers, inspire new ideas and drive innovation. To create a truly relevant conversation, the authenticity of the content needs to become increasingly important to retain the customer
Companies should focus on producing genuine and personalized content. This can help create a stronger emotional bond with customers. On Gupshup, there is the principle of transforming the customer experience through meaningful dialogues. After all, every conversation matters
- Use and abuse of agentic 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 through previous interactions and adjust the tone, the language and the themes presented based on each person's preferences
Unlike traditional AIs that only respond based on a single input, the agentic AI can store relevant information and maintain context throughout the conversation, making the dialogue more fluid and coherent. She can make proactive decisions, suggest relevant topics, adjust the style of the conversation or even anticipate 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
Among Gupshup's clients who already use agent AI, 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 cooking recipes
- Avoid cart abandonment rate via WhatsApp
It is necessary to understand how to convey security to the customer so that they feel safe and complete 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, makes the cart abandonment process more humanized and closer to a real-time experience with a salesperson. This is only possible by answering the questions that consumers asked when they added a product to 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
