Atendimento inteligente ou interação superficial? A atitude do cliente durante a sua experiência no uso do atendimento automatizado com IA.

Abstract

Digital transformation has promoted profound structural changes in organizations, with companies adopting Artificial Intelligence (AI), especially through chatbots and virtual assistants, for customer service and support. In this context, this research aims to analyze customer attitudes during their experience using automated AI-powered customer service throughout the customer journey. The study adopted a qualitative-exploratory approach, with data collection carried out through semi-structured interviews with customers who already have experience with automated digital service channels, chatbots, and virtual assistants. Participants reside in the municipality of Governador Valadares-MG, and content analysis was used, structured from categorization and coding processes of the interviews. The results indicated that customers demonstrate a partially accepting attitude, using AI for what is simple and functional. AI is recognized for its agility, speed, and practicality in service, being the ideal choice for routine and low- complexity queries and tasks. However, this acceptance is accompanied by a profound distrust and caution. Customers distrust AI and demand human intervention for decisions that require judgment, negotiation, or involve high risk/value and security of personal data. It is concluded that Artificial Intelligence plays a relevant role in improving customer service by providing speed and efficiency. However, its benefits are more suited to simple demands. Distrust regarding data security and the lack of empathy and flexibility of AI limit customer satisfaction.