Alexandre Martins, Global Head of Artificial Intelligence, Analytics & Innovation at Atento
Artificial intelligence has evolved rapidly in recent years, from pre-trained language models capable of answering basic questions to autonomous systems that can now perform complex tasks with minimal input. This next generation, known as Agentic AI, marks a significant leap forward. It’s not just another upgrade; it has the potential to redefine the entire concept of customer experience (CX).
Traditional AI solutions require specific instructions for each action. In contrast, intelligent agents operate with far greater autonomy: they can interpret needs, plan a sequence of actions, execute them, and optimize performance, all to achieve a specific goal. This makes them especially valuable in industries where speed, accuracy, and personalization are critical.
Agentic AI is no longer a futuristic idea. It’s a reality that’s already being implemented, reshaping how businesses engage with their customers. In this new landscape, companies that integrate this technology with strategic intelligence and a customer-first mindset will set themselves apart in an increasingly competitive market.
Market data reflects this shift. The Agentic AI market reached $5.1 billion in 2024, and Gartner has identified it as the top technology trend for 2025. In the CX space, autonomous agents are already enabling the automation of complex tasks, like issue resolution and personalized service requests, without requiring customers to jump across multiple touchpoints or channels. According to research from Cisco, Agentic AI is expected to handle 68% of all customer service interactions by 2028. In other words, 7 out of 10 inquiries will be resolved without human intervention, completely reshaping the standards of service. We’re not talking about reactive chatbots anymore; we’re talking about intelligent assistants that access multiple systems, cross-reference data, make decisions, and deliver complete, real-time solutions.
This technology opens the door to a more fluid, proactive, and efficient service model. For example, an AI agent can anticipate customer needs by detecting behavior patterns, initiate actions before the customer even makes a request, and complete the interaction from start to finish, all without human involvement. And all of this operates within a robust framework of regulatory compliance and data security, essential for industries like finance, telecom, and utilities.
The potential grows even more when these agents are integrated with internal knowledge systems and continuous learning frameworks. This allows them to adapt to each organization’s unique culture, tone, and processes—reducing response times and improving satisfaction and operational efficiency metrics.
Based on our industry experience, we are already seeing the impact of these solutions in real-world environments. The progressive integration of autonomous AI technologies into customer services proves that it is possible to deliver agile, responsive, and truly user-centric experiences without sacrificing human control or quality monitoring.
The real opportunity isn’t just in adopting new technology. It lies in redesigning processes with a mindset rooted in autonomy, trust, and efficiency. Companies that understand that Agentic AI doesn’t replace employees, but empowers them, will be the ones to lead the next major shift in customer experience. We’re witnessing a redefinition of the business-consumer relationship, one where technology enables ever more remarkable, humanized experiences.
