Tecnologia e humanização no atendimento ao cliente: um estudo sobre o uso da inteligência artificial como apoio operacional

Abstract

This study investigates the application of Artificial Intelligence (AI) in customer service, focusing on the tension between the pursuit of operational efficiency and the need for humanization in interactions. The main objective is to analyze how AI can be used as a strategic support tool, proposing guidelines for an ethical and socially responsible implementation that balances efficiency gains with the preservation of service quality. The adopted methodology consists of a bibliographic review based on service quality concepts (Parasuraman, Zeithaml & Berry, 1985; Grönroos, 2015) and algorithmic ethics (O’Neil, 2018), complemented by a qualitative analysis of successful and unsuccessful cases of AI adoption in organizational contexts. The results indicate that strategies relying on the radical replacement of the human factor tend to fail, as they undermine functional quality and empathy. In contrast, hybrid models, which combine automation with a strategic human role, demonstrate greater effectiveness and relational satisfaction. It is concluded that maturity in AI adoption lies not in substitution but in intelligent integration, where the human professional acts as an “exception manager” and “empathy guardian,” focusing on complex problem-solving and maintaining relationship quality