{"id":647568,"date":"2026-05-12T13:31:56","date_gmt":"2026-05-12T13:31:56","guid":{"rendered":"https:\/\/www.capgemini.com\/br-pt\/?p=647568"},"modified":"2026-05-12T14:33:40","modified_gmt":"2026-05-12T14:33:40","slug":"agentes-de-ia-e-o-novo-papel-do-crm","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/br-pt\/insights\/perspectivas-dos-especialistas\/agentes-de-ia-e-o-novo-papel-do-crm\/","title":{"rendered":"Agentes de IA e o novo papel do CRM"},"content":{"rendered":"\t\t<div class=\"wp-block-cg-blocks-hero-press-release\">\n\t\t\t<header class=\"header-hero-press-release\" role=\"main\" id=\"main-content-press-release\">\n\t\t\t\t<div class=\"container\">\n\t\t\t\t\t<div class=\"hero-press-release\">\n\t\t\t\t\t\t<div class=\"hero-press-release-content-wrapper\">\n\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t<div class=\"col-12\">\n\t\t\t\t\t\t\t\t\t<div class=\"header-title\">\n\t\t\t\t\t\t\t\t\t\t<h1>\n\t\t\t\t\t\t\t\t\t\t\tAgentes de IA e o novo papel do CRM\t\t\t\t\t\t\t\t\t\t<\/h1>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"header-description\">\n\t\t\t\t\t\t\t\t\t\t<p>Por que intelig\u00eancia conectada e dados confi\u00e1veis se tornaram a verdadeira base do CRM na era do Agentforce<\/p>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"header-date\">\n\t\t\t\t\t\t\t\t\t\t<span>mai. 12, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"hero-press-release-downloads\">\n\t\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col-12 col-md-6 col-lg-3\">\n\t\t\t\t\t\t\t\t\t\t\t<a class=\"download-item\" type=\"download\" href=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2026\/05\/Agentforce-WT-POV_Agentes-de-IA-e-o-novo-papel-do-CRM_FINAL.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Opens in a new window\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-icon\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-details\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-title\">Download do press release<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-props\">68 KB  pdf<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"hero-press-release-brand-image\">\n\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-white.svg\" alt=\"Logotipo da marca\" \/>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/header>\n\t\t<\/div>\n\t\t\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"grid-container\"><div class=\"col-12 col-md-2\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/?post_type=press-release&amp;p=1100115\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/?post_type=press-release&amp;p=1100115\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div><div class=\"article-text article-quote-text\">\n<p><em>Ricardo Filippetti, Salesforce Practice Executive Director, Capgemini South Latam<\/em><\/p>\n\n\n\n<p>Na era da IA Ag\u00eantica, o diferencial n\u00e3o ser\u00e1 quem possui mais agentes, mas quem possui mais dados confi\u00e1veis. Essa \u00e9, hoje, a verdadeira moeda da transforma\u00e7\u00e3o digital. O mercado discute agentes aut\u00f4nomos como se fossem a solu\u00e7\u00e3o definitiva, mas h\u00e1 uma realidade ineg\u00e1vel: sem dados s\u00f3lidos, governados e integrados, n\u00e3o h\u00e1 CRM inteligente, n\u00e3o h\u00e1 personaliza\u00e7\u00e3o em escala e n\u00e3o h\u00e1 inova\u00e7\u00e3o sustent\u00e1vel. A IA n\u00e3o resolve o CRM, apenas acelera suas limita\u00e7\u00f5es.<\/p>\n\n\n\n<p>Essa vis\u00e3o n\u00e3o \u00e9 apenas conceitual. Estudos recentes do <a href=\"https:\/\/www.capgemini.com\/br-pt\/research-and-insight\/agentes-de-ia\/\">Capgemini Research Institute<\/a> mostram que agentes de IA s\u00f3 conseguem operar de forma aut\u00f4noma e gerar valor real quando est\u00e3o ancorados em dados confi\u00e1veis, governados e contextualizados. Sem essa base, a IA tende a amplificar ru\u00eddos, decis\u00f5es inconsistentes e experi\u00eancias fragmentadas, exatamente o oposto do que se espera de um CRM orientado \u00e0 experi\u00eancia.O CRM tradicional \u00e9 passado. Deixou de ser um sistema de registro est\u00e1tico e passou a ser uma opera\u00e7\u00e3o viva, contextual e preditiva. Hoje, o CRM precisa interpretar sinais e agir em tempo real, antecipando necessidades e conectando jornadas. Isso exige uma mudan\u00e7a de paradigma: dados n\u00e3o s\u00e3o mais suporte t\u00e9cnico, s\u00e3o ativos estrat\u00e9gicos.<\/p>\n\n\n\n<p>Essa mudan\u00e7a de paradigma exige uma revis\u00e3o profunda. Dados deixam de ser um insumo t\u00e9cnico e passam a ser um ativo estrat\u00e9gico de neg\u00f3cio. Sem integra\u00e7\u00e3o, governan\u00e7a e contexto, n\u00e3o h\u00e1 personaliza\u00e7\u00e3o em escala, n\u00e3o h\u00e1 confian\u00e7a nos agentes aut\u00f4nomos e, principalmente, n\u00e3o h\u00e1 experi\u00eancia consistente.<\/p>\n\n\n\n<p><strong>A virada de chave<\/strong><\/p>\n\n\n\n<p>\u00c9 nesse cen\u00e1rio que o Data Cloud assume novo protagonismo e se torna a espinha dorsal dessa nova era. \u00c9 ele que garante que os agentes aut\u00f4nomos, atuando no contexto do CRM \u2013 como ocorre no\u202f<strong>Agentforce<\/strong>, camada de agentes digitais da Salesforce \u2013, possam operar com intelig\u00eancia real. Com dados governados, ele se torna capaz de executar tarefas, interagir com clientes e parceiros e tomar decis\u00f5es em tempo real, transformando o CRM em uma plataforma viva de experi\u00eancia, capaz de aprender, adaptar e responder de forma cont\u00ednua.&nbsp;<\/p>\n\n\n\n<p>&nbsp;Nesse movimento, o <strong>Salesforce Headless 360<\/strong> refor\u00e7a uma l\u00f3gica importante: o CRM deixa de depender apenas da interface tradicional e passa a disponibilizar dados, processos e capacidades em qualquer superf\u00edcie, via APIs e camadas program\u00e1veis, ampliando a capacidade de agentes e aplica\u00e7\u00f5es atuarem de forma contextual, integrada e escal\u00e1vel.&nbsp;<\/p>\n\n\n\n<p><strong>DO CRM operacional ao CRM orientado \u00e0 experi\u00eancia<\/strong><\/p>\n\n\n\n<p>O futuro do CRM \u00e9 ser rastre\u00e1vel, personaliz\u00e1vel e escal\u00e1vel. Ele n\u00e3o apenas registra intera\u00e7\u00f5es, mas antecipa movimentos, personaliza comunica\u00e7\u00f5es e age de forma contextual.<\/p>\n\n\n\n<p>Isso significa automa\u00e7\u00e3o de processos internos, decis\u00f5es mais \u00e1geis e experi\u00eancias que realmente diferenciam uma marca. A cultura data-driven n\u00e3o \u00e9 opcional: \u00e9 o que garante que a IA seja confi\u00e1vel e que a inova\u00e7\u00e3o seja sustent\u00e1vel.<\/p>\n\n\n\n<p>Nesse modelo, a cultura orientada por dados deixa de ser um discurso aspiracional. Ela passa a ser a condi\u00e7\u00e3o necess\u00e1ria para escalar a IA com seguran\u00e7a, evitar decis\u00f5es opacas e garantir que a inova\u00e7\u00e3o seja sustent\u00e1vel ao longo do tempo.<\/p>\n\n\n\n<p><strong>O que temos visto na pr\u00e1tica<\/strong><\/p>\n\n\n\n<p>\u00c9 exatamente essa transi\u00e7\u00e3o que temos acompanhado em grandes organiza\u00e7\u00f5es.&nbsp;<\/p>\n\n\n\n<p>Em um case recente no setor automobil\u00edstico, por exemplo, a integra\u00e7\u00e3o de dados entre Vendas, Marketing e P\u00f3s-Vendas em uma \u00fanica plataforma Salesforce permitiu construir uma vis\u00e3o cont\u00ednua do cliente, eliminando silos operacionais.<\/p>\n\n\n\n<p>O impacto foi direto: ciclos de venda mais curtos, maior consist\u00eancia na comunica\u00e7\u00e3o com clientes e parceiros, novos servi\u00e7os digitais e uma base s\u00f3lida para evoluir o CRM rumo a agentes cada vez mais aut\u00f4nomos e inteligentes. Mais do que tecnologia, foi uma mudan\u00e7a estrutural na forma de operar o relacionamento.<\/p>\n\n\n\n<p>Na Capgemini, temos atuado exatamente nesse ponto de inflex\u00e3o: combinando estrat\u00e9gia, governan\u00e7a de dados, tecnologia Salesforce e transforma\u00e7\u00e3o cultural para ajudar empresas a evolu\u00edrem do CRM operacional para o CRM inteligente (e preparado para a era dos agentes).<\/p>\n\n\n\n<p><strong>Agentforce World Tour<\/strong><\/p>\n\n\n\n<p>Para quem quer conhecer de perto esse case e entender melhor como a orienta\u00e7\u00e3o por dados pode trazer valor real para seu neg\u00f3cio, deixo aqui um convite. No pr\u00f3ximo\u00a0<strong>13 de maio<\/strong>, a Capgemini estar\u00e1 no\u00a0<strong>Agentforce World Tour<\/strong>. Acompanhe a\u00a0<a href=\"https:\/\/reg.salesforce.com\/flow\/plus\/wtsaopaulo26\/sessioncatalog\/page\/catalog\/session\/1778168615244001cj8g\">programa\u00e7\u00e3o<\/a>\u00a0e visite nosso estande. Mais do que inova\u00e7\u00e3o tecnol\u00f3gica, estamos ajudando empresas a evolu\u00edrem para o CRM inteligente, transformando o Agentforce em inova\u00e7\u00e3o e resultado real para o cliente.<\/p>\n\n\n<div class=&quot;wp-block-cg-blocks-latest-news&quot;><section class=\"latest-news-block \"><div class=\"container\"><div class=\"row\"><div class=\"col-md-4 col-left\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<span class=\"box-tag\">Corporate news<\/span>\n\t\t\t\t<a class=\"box-title\" href=\"https:\/\/www.capgemini.com\/br-pt\/noticias\/press-release\/capgemini-une-forcas-com-a-openai\/\"><h3 class=\"news-subtitle\">A Capgemini une for\u00e7as com a OpenAI para acelerar uma nova era de transforma\u00e7\u00e3o empresarial impulsionada por IA com a Frontier Alliance<\/h3><\/a>\n\t\t\t\t<p>A Capgemini anuncia parceria com a OpenAI para transformar a IA empresarial com a plataforma Frontier. Saiba mais.<\/p>\n\t\t\t\t<span class=\"box-date\">fev. 24, 2026<\/span>\n\t\t\t<\/div>\n\t\t<\/div><div class=\"box-wrapper col-md-8 col-right\"><div class=\"box\"><span class=\"box-tag\">Corporate news<\/span><a class=\"box-title\" href=\"https:\/\/www.capgemini.com\/br-pt\/noticias\/press-release\/capgemini-firma-parceria-com-a-microsoft-para-viabilizar-uma-transformacao-digital-resiliente-e-confiavel-para-clientes-com-solucoes-integradas-de-soberania\/\"><h3 class=\"news-subtitle\">Capgemini firma parceria com a Microsoft para viabilizar uma transforma\u00e7\u00e3o digital resiliente e confi\u00e1vel para clientes com solu\u00e7\u00f5es integradas de soberania<\/h3><\/a><span class=\"box-date\">fev. 11, 2026<\/span><\/div><\/div><\/div><\/section><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Descubra como Agentes de IA e CRM podem transformar neg\u00f3cios ao alavancar dados confi\u00e1veis e inteligentes. <\/p>\n","protected":false},"author":588,"featured_media":647579,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"_yoast_wpseo_primary_brand":"80","footnotes":"","featured_focal_points":""},"categories":[1],"tags":[492,490,491],"brand":[80],"service":[25,77],"industry":[],"partners":[83],"blog-topic":[119,133],"content-group":[],"class_list":["post-647568","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-agenteforce","tag-agentes-de-ia","tag-crm","brand-capgemini","service-dados-e-inteligencia-artificial","service-data-ai","partners-salesforce","blog-topic-expert-perspective","blog-topic-experts"],"yoast_head":"<!-- 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