How AI trust and personalization are shaping CX in Latin America

Every interaction a customer has with a brand helps shape their loyalty and long-term relationship with it. As AI becomes an increasingly central part of customer experience (CX), businesses are arriving at a critical crossroads. When done right, AI has the power to deepen trust and build meaningful, lasting customer connections. But when it falls short, it can unravel hard-earned loyalty.

In Latin America, this balance is especially delicate. According to the 2025 ServiceNow Consumer Voice Report, which surveyed consumers in Mexico and Brazil about AI trust, people in the region are embracing AI with both excitement and caution. The report paints a clear picture: Latin American consumers are open to AI, but they’re not willing to trade it for the human touch. They’re looking to adopt technology that feels personal—AI that has the ability to listen, understand, and connect.

Mexico and Brazil: A tale of two expectations

Across Latin America, the path to AI adoption is anything but one-size-fits-all. Our research reveals that while consumers across the region are warming up to AI, their expectations and emotional needs differ significantly by country.

In Mexico, the way people interact with customer service is often shaped by how they’re feeling in the moment. When time is tight or urgency kicks in, a phone call is their go-to. But in most other emotional states, face-to-face interaction still wins out. This signals something deeper: Mexican consumers want service that adapts to their mood and makes them feel like their perspective is valued.

There’s also growing optimism about where AI is headed. A remarkable 76% of Mexican respondents believe chatbots will be able to understand human emotions by the end of the year. And 78% say the same about voice assistants—proof that the ability for AI to show emotional intelligence is quickly becoming a must-have, not a nice-to-have.

Meanwhile, in Brazil, the tech-savvy spirit is alive and well. Consumers there see AI as fast and convenient—but they’re also clear-eyed about its current shortcomings. For emotionally charged or complex issues, they still turn to humans, valuing accuracy (81%) and emotional adaptability (51%) as pillars of trust. Yet they’re hopeful: 77% expect chatbots and 80% expect voice assistants to recognize emotional cues by year’s end.

Across both countries, one theme is clear: AI can no longer just be efficient. It has to feel human.

Human touch leads the way

According to our research, 85% of Latin American consumers would rather speak to a real person over the phone than interact with a machine. This goes to show CX is not just about solving a problem—it’s about feeling heard, understood, and reassured.

This is particularly evident in Mexico, where 76% of consumers say the most important aspects of customer service are speed, friendliness, and empathy. Efficiency might open the door, but warmth and emotional connections truly build trust.

AI trust is a slow build

While companies are racing to adopt AI-powered tools such as chatbots and voice assistants, many customers are hesitant to embrace them. Our research unveiled a trust deficit: 94% of consumers are wary of using AI chatbots, and 93% feel the same about voice assistants. The main reason is a lack of emotional intelligence. Customers aren’t just looking for answers—they’re seeking validation of their concerns and a sense of confidence in the resolution. And that’s where AI often falls short.

In Brazil, the hesitation is even more pronounced in sensitive situations. Fewer than 30% of consumers there trust AI to manage emotionally charged or high-stakes issues, such as disputing a bank charge or replacing a lost document. Many believe AI struggles with grasping context (55%), misinterprets slang (49%), and often sounds robotic (67%).

However, all signs show trust in AI is steadily improving. Consumers are more open to AI when the stakes are lower. One in five consumers says they’re comfortable using a chatbot for straightforward tasks such as tracking a package, scheduling a service appointment, or requesting basic billing information.

The takeaway for businesses? Start where trust already exists. Use AI to help solve simple, core business problems first, and build from there.

The real opportunity: Enhancing, not replacing

The future of CX doesn’t come down to a choice between humans and AI; it lies in finding harmony between the two. The most successful companies won’t be the ones that replace humans, but the ones that empower them and identify ways for AI to work alongside them to deliver better CX.

Imagine this: AI takes care of routine tasks—tracking packages, scheduling appointments, answering simple questions—freeing human agents to do what they do best: connect, empathize, and solve complex problems. With real-time data at their fingertips and fewer repetitive tasks on their plates, human agents become more than just support; they become relationship managers.

Staying focused is key. By deploying AI in areas where it can easily and quickly deliver value and transform a straightforward process, organizations can ease customers into the shift and build trust over time. Every smooth chatbot conversation and seamless voice interaction adds another brick to the foundation of consumer trust and confidence.

In Latin America, where emotional connection plays such a vital role in customer loyalty, the real opportunity is in giving people the tools to be even better at their jobs. When AI is used to amplify empathy and embed emotional intelligence into every interaction, it can streamline service and create experiences that truly resonate and maintain customer loyalty.

Gain more insights from our Consumer Voice Report 2025.