While in the past automated customer service was viewed with some distrust—robots that didn't understand questions or always gave the same answers—the scenario today is different. The evolution of artificial intelligence (AI), especially with the arrival of generative models, has opened up new possibilities for interaction between brands and consumers. The next frontier now is the creation of multiple AI agents that operate together in an orchestrated way, expanding the personalization, efficiency, and scale of customer service.
This new approach combines the best of both worlds: human intelligence applied to creating strategies and service flows, and the almost unlimited capacity of AI to adapt, learn, and respond in a personalized way, all in real time.
“It’s a one-way street. Consumers no longer want to wait, nor be transferred from sector to sector. They want quick, accurate answers and, above all, they want to be understood,” says Jenifer Ferraz, Head of Product and Business at IRRAH TECH Group, which specializes in generative AI solutions for retail.
In practice, the biggest challenge for companies is to move away from the traditional model, with a single chatbot trying to handle all types of requests, and towards a more sophisticated approach, with multiple expert agents working together. It is in this context that IRRAH TECH is betting on its main product: GPT Maker.
“More than automating responses, our proposal is to use artificial intelligence to create memorable brand experiences, where the customer feels heard, understood, and well-served, regardless of the channel or stage of the customer journey.”.
Jenifer explains that “the tool allows you to create, in a simple and intuitive way, several assistants with different personalities, knowledge, and objectives. Each one can be trained for specific functions: an agent specializing in product questions, another dedicated to exchange and return processes, another focused on sales, which helps with more complex problems, such as product configuration or technical failures, and even an agent with the brand's tone of voice to reinforce the relationship.”.
The professional also points out that "GPT Maker allows the client to not even realize they are interacting with different types of intelligence. For them, the experience is fluid and personalized. Behind the scenes, each agent is prepared to act exactly where they are most efficient."
Another key aspect of this technology is the integration between AI agents and human agents. "When a customer asks a more complex question or one that requires empathy, the system alerts an operator, but without losing the context of the conversation, ensuring a smooth transition," he explains.
“This hybrid model avoids the classic friction of having to repeat everything to a human agent. The history is there, the context is preserved. This increases customer satisfaction and reduces the average handling time,” he says.
Furthermore, GPT Maker allows companies to scale their customer service without needing to increase the number of operators. AI handles a large portion of repetitive tasks, freeing up human teams for more strategic and sensitive cases.
For Jenifer, the future of customer service necessarily involves personalization at scale. “Consumers want to feel unique, but companies need to do this in a viable and sustainable way. Generative AI, with multiple agents, is currently the most powerful technology to balance these two needs.”.
“More than automating responses, our proposal is to use artificial intelligence to create memorable brand experiences, where the customer feels heard, understood, and well-served, regardless of the channel or stage of the customer journey.”
And the numbers prove this need. According to Zendesk's 2024 CX Trends Report, personalized service is a key factor in customer experience: 67% expect interactions to be personalized, while 59% want companies to use available data to offer more personalized experiences. Furthermore, 70% of consumers say they expect companies to offer real-time support, and 64% expect this to happen across all channels.
Furthermore, 57% of customer experience leaders believe that generative AI will have a major impact on chat support in the next two years, and 83% of companies already using this technology have reported a positive return on investment (ROI), according to research published by Forbes.
In Brazil, a study by ServiceNow indicates that 87% of consumers value good chatbot service, although 59% still prefer to speak with a human agent in more complex situations, which reinforces the importance of technology.
Jenifer concludes: “Customer service is no longer a cost. It is a strategic asset for relationship building and value creation for the business.”
