Artificial intelligence replaces sales team on loyalty platform and drives international growth. Experts highlight advancements but also risks in customer experience.
The Smartbis, a Brazilian customer loyalty platform with a strong presence in Latin America, has deactivated its human sales team and transferred the entire commercial operation to an artificial intelligence chatbot, operating exclusively via WhatsApp. The change, considered strategic by the company, is driven by its proprietary Whatsplaid GPT system, based on OpenAI technology and trained for digital channel conversations and support for loyalty programs, cashback, referral marketing, and benefits club. The use of the chatbot is an innovation aimed at optimizing the customer experience.
The decision was motivated by an internal data point: approximately 80% of cancellations stemmed from misaligned expectations created during human interactions. With automation, the company claims to have significantly reduced churn and increased the adoption of features like the points program and referrals among customers.
The AI operation is complemented by the WPP Marketing system, responsible for automated customer relationship campaigns, including referral programs, digital marketing, and segmentation based on data from platforms such as Google Ads.
Observed results after the change
In the first three months, the company reports a decrease in the number of cancellations, a 15% increase in technical calls, and a 10% increase in public complaints, as well as a 2% defection of users who preferred human service.
Nevertheless, an internal survey conducted with active users in the second quarter of 2025 found that about 40% of users did not realize they were being served by an automated agent — which, according to the organization, demonstrates an effective and practically imperceptible transition in the customer journey.
Global trend: efficiency with limits
The Role of the Chatbot in Customer Loyalty
The integration of the chatbot in service marks a new era for loyalty, enabling quick and personalized interactions with customers.
According to the report The State of AI – How organizations are rewiring to capture value (McKinsey, 2025), more than 70% of companies already use generative artificial intelligence in at least one business area, with emphasis on marketing, sales, service, and product development. The study points out that organizations redesigning their workflows with AI are those that observe the most positive impact on operational results. Estimates from the consultancy SuperAGI also indicate that automation in call centers could generate savings of up to $80 billion in operational costs by 2026.
On the other hand, there are warnings about the limits of automation. Christina Inge, professor at the Harvard Extension School and author of Marketing Analytics: A Comprehensive Guide (FlatWorld, 2022), observes:
“AI improves personalization, but does not replace empathy in contexts that require emotional understanding or complex decision-making.”
The chatbot can enhance the customer experience, but it's important to remember that technology must be balanced with human empathy.
Hybrid models, which integrate automation and human action according to demand profiles, have been adopted by companies seeking a balance between efficiency and empathy in service.
International expansion and platform evolution
The change also paved the way for the international expansion of the service. Now present in countries such as Portugal, Spain, Italy, Angola, and Mozambique, the platform offers multilingual service, preserves conversation history, and operates continuously without overloading the technical team.
Internally, the company used the movement to redesign its offering. Features with low adherence were discontinued, and key features — such as digital loyalty card, rewards program, and cashback — gained prominence. According to company data, more than 60% of recent reviews cite ease of use as a positive differential.
Moreover, the chatbot has been an ally in data analysis, allowing the company to better understand user preferences.
Balance between efficiency and empathy
According to Eduardo Thomas, founder of Smartbis, “the transition to automated service marked a new moment in the company, especially by enabling scale and control in the customer journey with loyalty marketing.” The statement was made in a note sent to the press. According to Thomas, although automation brings gains in scale, cost, and standardization, the model requires strategic monitoring to ensure the customer experience remains humanized, empathetic, and relevant.
This technology is essential to adapt marketing strategies and ensure that customers feel valued in the journey with the chatbot.
The full adoption of AI in sales represents a new stage in digital service. The balance between technological efficiency and human connection tends to become one of the main factors in the evolution of consumer experience in the coming years.
In summary, the chatbot not only improves efficiency but also becomes a key component in the customer loyalty strategy.
With the advancement of technology, the role of the chatbot will be increasingly essential in building lasting relationships between brands and consumers.