O papel dos assistentes virtuais antropomórficos na mediação e experiência do cliente

This article identifies anthropomorphic virtual assistants (VAs) used in the Brazilian market, highlighting how technological mediation has transformed the interaction between consumers and brands. The growing popularity of VAs, driven by Generative Artificial Intelligence, is discussed, as well as the benefits in terms of personalization and ongoing support. The article also explores how humanizing these assistants can improve the consumer experience, positively influencing their perceptions and evaluations. Using survey and netnography, we analyzed Lu (Magazine Luiza), Nat (Natura), CB (Casas Bahia) and Sam (Samsung), and with this data we proposed guidelines for companies seeking to adopt these technologies.