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How Generative AI is Transforming Customer Service


B2B companies seeking operational efficiency and excellence in customer experience are turning their eyes to a strategic ally: Generative AI.
More than automating responses, this technology allows for the creation of natural, relevant, and personalized interactions at scale.

The qualitative leap in traditional service.

For years, customer service was seen as a cost center. Overloaded teams, standardized responses, and fragmented journeys were the norm. With Generative AI, this paradigm begins to unravel.
Advanced language models, such as those used in AI agents, can understand intentions, adapt the tone of voice, and even learn from past interactions. This translates into:

  • Significant reduction in response time;
  • 24/7 service with consistency;
  • More satisfying customer experiences.

Practical applications: from support to onboarding

Generative AI can be applied at multiple points in the customer journey:

  • 2nd generation chatbots: that understand details and learn from specific contexts.
  • Internal assistants: that guide employees during service.
  • Automatic generation of personalized emails and FAQs.
  • AI-guided onboarding, with flows adapted to the needs of each client.


These solutions are already being adopted on a large scale by sectors such as technology, healthcare, finance, and logistics.


Tangible benefits for the operation

From a business perspective, the gains go beyond cost reduction. The adoption of Generative AI directly impacts indicators such as:

- NPS and CSAT
- Cost per service
- Average resolution time (ART)
- Customer retention rate

Furthermore, the continuous collection of data enables predictive analyses and improvements in service flows.

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Strategic considerations for IT and Marketing leaders

The decision to implement Generative AI in customer service should not be purely technological. It is a change of mindset that requires:

- Clear governance over the data used
- Continuous training of models with human supervision
- Seamless integration with legacy systems and CRM
- Ethical monitoring to ensure transparency and inclusion

Executives leading this agenda tend to accelerate results without sacrificing security and service quality.
The future of service is collaborative

Generative AI does not replace people. It empowers teams, frees up time for more complex interactions, and elevates the level of personalization. Companies that understand this balance will be better positioned to offer memorable experiences with efficiency and scale.

Want to advance on this journey with more clarity? Start by mapping the main friction points in your current service and assess which processes could be assisted by AI. The next step is to test in short cycles and improve based on data