Brazil is advancing rapidly in the adoption of AI solutions (Artificial intelligence) consolidating its leadership in modernizing customer service. According to a recent study carried out by Zendesk CX Trends 2026, the country is among those that most increased the use of AI in the last year: 69% of consumers say they have increased adoption of smart technologies.
The data is above the average among Latin American countries (58%) and also at a global level (51%). AI resources are currently part of the entire Brazilian purchasing journey and digital assistants are becoming common among the population. Zendesk reports show that the Brazilian consumer's consumption profile is marked by expectations of speed, personalization and transparency in services.
The study numbers show that, to 88% of those interviewed, AI should increase the quality of service. Already 86% believe that the current experience should be much better and 82% get frustrated repeating information. Yet, 79% of participants consider it natural to receive care 24 hours. Walter Hildebrand, Zendesk Chief Technology Officer in Latin America, summarizes Brazilian progress in this scenario.
“Brazil is driving the transformation of customer experience in Latin America, and contextual intelligence — an agentic AI built on unified, cross-functional knowledge — is what reduces, in fact, the distance between efficiency and empathy”, Walter states.
Speed and clarity of service
With the expansion of generative AI, the search for speed in interactions grows even more: 73% of Brazilians say they have increased interest in immediate responses. Nonetheless, Transparency in information also becomes a critical point in the digital sphere. In all, 78% value simple explanations over automated decisions and 95% want full clarity on how AI reaches its conclusions.
Another point is that personalization appears as a priority for 87% of consumers, interested in interactions truly adapted to their needs and daily life. “We no longer talk about standardized care, but more personal interactions, regardless of channel or moment”, Explain, O expert Hildebrand.
The study also points to multimodal AI as a trend: systems capable of integrating text, voice, image and video within the same service and reduce by up to 59% the average solution time.
Smart service gains strength among companies
Finally, Zendesk points out that this AI-driven service has driven Brazilian companies to evolve quickly to keep up with market expectations. To 89% two non-country CX leaders, AI is today the main driver of interactions with consumers. This is a percentage well above the global and Latin American averages.
Furthermore, 91% claim that technology already improves data, internal metrics and analytics, reinforcing its strategic importance. Another point highlighted by 90% of leaders is that the customer demands fast and fluid experiences across all channels used, making intelligent automation essential for daily operations.
