In May 2024, BBK surveyed 1,011 people in Chile to understand perceptions around chatbots, personalization, and data usage. The results provide a clear pulse of consumer sentiment and help anticipate how brands must respond to evolving expectations in 2025.

Do consumers prefer bots or humans when contacting brands?

The efficiency of bots is undeniable: they resolve simple queries in seconds and enable 24/7 service. However, the survey reveals a latent tension. While younger users feel comfortable interacting with chatbots, a significant share of consumers over 40 still prefers the warmth and reassurance of human interaction.

This insight aligns with recent Ipsos studies, where 68% of Chileans expressed concern that AI could eliminate jobs, and 52% believe robots will be almost human by 2025. For brands, the challenge is not choosing between humans or bots, but designing hybrid experiences, where automation handles operational tasks and human teams provide empathy and closeness.

How personalized do customers perceive AI-driven offers to be?

Personalization has become an expected standard rather than a value-added benefit. BBK’s research shows that many consumers perceive current offers as poorly targeted or irrelevant, which generates distrust and disengagement.

The Consumer Adoption of AI Report 2025 reinforces this trend: users value personalization only when they feel a company truly understands them. Brands that rely on generic messages disguised as “personalized” risk losing credibility.

The conclusion is clear: effective AI-driven personalization must be grounded in deep data analysis, but also in contextual and emotional understanding of each customer.

Are consumers willing to share their data?

One of the most sensitive issues is the use of personal data. BBK’s study shows a clear divide: while some consumers are willing to share information if it results in useful and relevant offers, others remain resistant due to concerns about transparency.

The Entel Digital & CENIA Study 2025 reinforces this perspective. Half of Chilean companies that have adopted AI say they do so to transform customer relationships—but trust must be managed with absolute clarity. Transparency becomes the true enabler of personalization.

AI innovation in marketing and customer experience in Chile

AI is no longer limited to internal processes. Across Chile, industries are adopting AI to enhance customer relationships. In retail, chatbots resolve inquiries instantly and ensure round-the-clock availability. In banking, algorithms personalize financial offers in real time based on user profiles and behavior. In healthcare, AI-powered virtual assistants help patients manage appointments and access reliable information quickly.

These examples illustrate how AI is reshaping brand interactions. Beyond efficiency, the real value lies in delivering fluid, relevant, and consistent experiences that strengthen the emotional connection between people and brands.

Strategic takeaways for brands in 2025

BBK’s study and broader market trends point to a shared conclusion: AI is not an end in itself, but a means to create more human, relevant, and meaningful experiences.

Brands that successfully balance efficiency with empathy, personalization with transparency, and data with purpose will be the ones that build lasting relationships with their customers.

At BBK Group, we support companies in this challenge by integrating strategic creativity, consulting, and technology to design customer experiences that truly make a difference.

Learn more about our Digital Strategy and Customer Experience services, and discover how we can help transform the way your brand connects with people.