{"id":647279,"date":"2026-04-20T15:17:36","date_gmt":"2026-04-20T15:17:36","guid":{"rendered":"https:\/\/www.capgemini.com\/br-pt\/?post_type=research-and-insight&#038;p=647279"},"modified":"2026-08-31T21:13:38","modified_gmt":"2026-08-31T21:13:38","slug":"reimaginando-a-experiencia-do-cliente-liderada-por-humanos-impulsionada-por-ia","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/br-pt\/insights\/biblioteca-de-pesquisas\/reimaginando-a-experiencia-do-cliente-liderada-por-humanos-impulsionada-por-ia\/","title":{"rendered":"Reimaginando a experi\u00eancia do cliente: Liderada por humanos, impulsionada por IA"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/Human-led-AI-powered_CRI-2880X1800.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/Human-led-AI-powered_CRI-2880X1800.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/Human-led-AI-powered_CRI-2880X1800.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/Human-led-AI-powered_CRI-2880X1800.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/Human-led-AI-powered_CRI-2880X1800.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/Human-led-AI-powered_CRI-2880X1800.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/Human-led-AI-powered_CRI-2880X1800.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/Human-led-AI-powered_CRI-2880X1800.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/Human-led-AI-powered_CRI-2880X1800.jpg\" class=\"header-img header-img-d\" alt=\"Reimaginando a experi\u00eancia do cliente: liderada por humanos, impulsionada por IA \u2014 Capgemini Research Institute\" style=\"object-fit:cover;object-position:52% 39%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Dados e IA<\/span><\/div><\/div><div class=\"brandInfo\"><div class=\"brandLogo\"><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"dark\"\/><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\" class=\"light\"\/><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Reimaginando a experi\u00eancia do cliente: Liderada por humanos, impulsionada por IA<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/Final-Web-Version-Report-AI-Powered-CX.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Baixar o relat\u00f3rio<\/span><span class=\"type\">6 MB pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" 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class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/br-pt\/insights\/biblioteca-de-pesquisas\/reimaginando-a-experiencia-do-cliente-liderada-por-humanos-impulsionada-por-ia\/\" 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 style=\"font-size:12px; color:#6b7280; margin:0 0 20px 0;\">\n  Publicado em <time datetime=\"2026-04-01\">abril de 2026<\/time> \u2014 <strong>Capgemini Research Institute<\/strong> \u00b7 Relat\u00f3rio de pesquisa global\n<\/p>\n\n\n\n<h2 id=\"h-por-que-a-experiencia-do-cliente-agora-e-um-motor-de-crescimento-confianca-e-valor-a-longo-prazo\" class=\"wp-block-heading\">Por que a experi\u00eancia do cliente agora \u00e9 um motor de crescimento, confian\u00e7a e valor a longo prazo<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tecnologias emergentes \u2013 particularmente IA e IA ag\u00eantica \u2013 est\u00e3o acelerando a evolu\u00e7\u00e3o das expectativas dos clientes. O que os clientes esperam n\u00e3o \u00e9 mais linear ou previs\u00edvel; muda de acordo com o contexto, o momento e a inten\u00e7\u00e3o. Como resultado, a experi\u00eancia do cliente (CX) evoluiu de uma prioridade estrat\u00e9gica para um motor prim\u00e1rio de crescimento.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Reimaginando a experi\u00eancia do cliente: Liderada por humanos e impulsionada por IA, um relat\u00f3rio do Capgemini Research Institute, explora como as organiza\u00e7\u00f5es devem repensar o design, a entrega e a escalabilidade da CX \u00e0 medida que a IA se torna um facilitador cr\u00edtico da CX de pr\u00f3xima gera\u00e7\u00e3o. Destaca lacunas cr\u00edticas na conex\u00e3o emocional, continuidade da jornada, confian\u00e7a nos dados e ado\u00e7\u00e3o eficaz da IA \u2013 e enfatiza a import\u00e2ncia do engajamento liderado por humanos e impulsionado por IA na reconstru\u00e7\u00e3o da confian\u00e7a e lealdade. O relat\u00f3rio se baseia em insights de 9.500 consumidores em 16 pa\u00edses e 1.200 executivos e funcion\u00e1rios da linha de frente para mostrar como as organiza\u00e7\u00f5es podem fechar a lacuna de percep\u00e7\u00e3o da CX e oferecer experi\u00eancias consistentes e de alto impacto em escala. As principais descobertas incluem:<\/p>\n\n\n\n<div style=\"background:#0070ad; color:#fff; padding:28px 36px; margin:28px 0 36px 0; border-radius:8px;\">\n  <p style=\"font-size:11px; font-weight:600; text-transform:uppercase; letter-spacing:0.8px; color:#ffffff; opacity:1; margin:0 0 20px 0;\">\n    Principais resultados \u2014 Reimaginando a experi\u00eancia do cliente (Capgemini Research Institute, 2026)\n  <\/p>\n  <div style=\"display:grid; grid-template-columns:repeat(auto-fit,minmax(200px,1fr)); gap:28px;\">\n    <div style=\"border-left:3px solid rgba(255,255,255,0.4); padding-left:16px;\">\n      <div style=\"font-size:26px; font-weight:700; line-height:1.15; white-space:nowrap;\">84% &rarr; 45%<\/div>\n      <div style=\"font-size:13px; margin-top:8px; opacity:0.9;\">Os l\u00edderes estimam que <strong>84% dos clientes recomendariam<\/strong> seus produtos e servi\u00e7os. Apenas <strong>45% dos clientes<\/strong> confirmam.<\/div>\n    <\/div>\n    <div style=\"border-left:3px solid rgba(255,255,255,0.4); padding-left:16px;\">\n      <div style=\"font-size:26px; font-weight:700; line-height:1.15;\">63%<\/div>\n      <div style=\"font-size:13px; margin-top:8px; opacity:0.9;\">dos clientes <strong>trocam de fornecedor<\/strong> ap\u00f3s uma experi\u00eancia negativa &mdash; e 61% reduzem gastos.<\/div>\n    <\/div>\n    <div style=\"border-left:3px solid rgba(255,255,255,0.4); padding-left:16px;\">\n      <div style=\"font-size:26px; font-weight:700; line-height:1.15;\">23%<\/div>\n      <div style=\"font-size:13px; margin-top:8px; opacity:0.9;\">das organiza\u00e7\u00f5es possuem uma <strong>estrat\u00e9gia de CX unificada<\/strong> entre canais.<\/div>\n    <\/div>\n  <\/div>\n  <div style=\"margin-top:20px; padding-top:16px; border-top:1px solid rgba(255,255,255,0.2); font-size:11px; opacity:0.75;\">\n    Fonte: Capgemini Research Institute, 2026 &mdash; 9.500 consumidores em 16 pa\u00edses e 1.200 executivos e funcion\u00e1rios da linha de frente.\n  <\/div>\n<\/div>\n\n\n\n<h2 id=\"h-principais-descobertas-da-pesquisa\" class=\"wp-block-heading\">Principais descobertas da pesquisa<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>A ado\u00e7\u00e3o de IA est\u00e1 aumentando \u2013 mas a confian\u00e7a est\u00e1 ficando para tr\u00e1s.<\/strong> 68% das organiza\u00e7\u00f5es acreditam que agentes de IA superar\u00e3o os canais tradicionais de CX e 58% dos consumidores acreditam que agentes de IA podem economizar seu tempo ao automatizar suas compras e pagamentos mensais de rotina, no entanto, as lacunas de confian\u00e7a persistem: 83% dos consumidores se sentem desconfort\u00e1veis com a IA registrando dados pessoais, em compara\u00e7\u00e3o com 38% dos executivos que se sentem confort\u00e1veis com isso.<\/li>\n\n\n\n<li><strong>Experi\u00eancia do cliente liderada por humanos e impulsionada por IA \u00e9 mais importante do que nunca.<\/strong> Mais de 66% dos clientes classificam os funcion\u00e1rios da linha de frente entre seus tr\u00eas principais canais de intera\u00e7\u00e3o. Os clientes continuam a valorizar intera\u00e7\u00f5es aut\u00eanticas de pessoa para pessoa que transmitem compreens\u00e3o e confian\u00e7a. Liderados por humanos, garantem que os clientes tenham acesso a orienta\u00e7\u00f5es humanas para decis\u00f5es emocionalmente complexas e de alto risco. <\/li>\n\n\n\n<li><strong>CX \u00e9 um motor de crescimento \u2013 mas os l\u00edderes interpretam mal a realidade do cliente.<\/strong> Enquanto 84% dos executivos veem a experi\u00eancia do cliente (CX) como fundamental para o crescimento, as lacunas de percep\u00e7\u00e3o permanecem acentuadas. Os l\u00edderes estimam que 84% dos clientes est\u00e3o dispostos a recomendar seus produtos\/servi\u00e7os, enquanto apenas 45% dos clientes relatam isso.<\/li>\n\n\n\n<li><strong>Uma experi\u00eancia ruim afeta diretamente a receita e a lealdade.<\/strong> Ap\u00f3s experi\u00eancias negativas, 63% dos clientes trocam de fornecedor e 61% reduzem gastos. Uma boa experi\u00eancia do cliente gera o efeito oposto, com 70% retornando como compradores recorrentes.<\/li>\n\n\n\n<li><strong>A fragmenta\u00e7\u00e3o est\u00e1 prejudicando a experi\u00eancia do cliente em grande escala.<\/strong> 40% das organiza\u00e7\u00f5es n\u00e3o t\u00eam um roadmap claro de CX ou KPIs, e apenas 23% possuem uma estrat\u00e9gia unificada entre os canais. Apenas 28% garantem uma transfer\u00eancia de contexto sem interrup\u00e7\u00f5es ao longo das jornadas.<\/li>\n<\/ul>\n\n\n\n<h2 id=\"h-a-lacuna-de-percepcao-entre-executivos-e-clientes\" class=\"wp-block-heading\">A lacuna de percep\u00e7\u00e3o entre executivos e clientes<\/h2>\n\n\n\n<table style=\"width:100%; border-collapse:collapse; margin:24px 0; font-size:14px;\">\n  <caption style=\"text-align:left; font-size:13px; color:#6b7280; padding-bottom:10px;\">Lacuna de percep\u00e7\u00e3o em CX &mdash; o que os l\u00edderes acreditam e o que os clientes relatam<\/caption>\n  <thead>\n    <tr style=\"background:#f0f7fb;\">\n      <th style=\"text-align:left; padding:10px 12px; border:1px solid #dbe6ee;\">Indicador<\/th>\n      <th style=\"text-align:left; padding:10px 12px; border:1px solid #dbe6ee;\">Vis\u00e3o dos executivos<\/th>\n      <th style=\"text-align:left; padding:10px 12px; border:1px solid #dbe6ee;\">Realidade relatada pelos clientes<\/th>\n    <\/tr>\n  <\/thead>\n  <tbody>\n    <tr>\n      <td style=\"padding:10px 12px; border:1px solid #e5e7eb;\">Disposi\u00e7\u00e3o a recomendar produtos e servi\u00e7os<\/td>\n      <td style=\"padding:10px 12px; border:1px solid #e5e7eb;\"><strong>84%<\/strong> (estimativa dos l\u00edderes)<\/td>\n      <td style=\"padding:10px 12px; border:1px solid #e5e7eb;\"><strong>45%<\/strong> (relatado pelos clientes)<\/td>\n    <\/tr>\n    <tr style=\"background:#fafbfc;\">\n      <td style=\"padding:10px 12px; border:1px solid #e5e7eb;\">IA registrando dados pessoais<\/td>\n      <td style=\"padding:10px 12px; border:1px solid #e5e7eb;\"><strong>38%<\/strong> dos executivos se sentem confort\u00e1veis<\/td>\n      <td style=\"padding:10px 12px; border:1px solid #e5e7eb;\"><strong>83%<\/strong> dos consumidores se sentem desconfort\u00e1veis<\/td>\n    <\/tr>\n    <tr>\n      <td style=\"padding:10px 12px; border:1px solid #e5e7eb;\">CX como fator de crescimento<\/td>\n      <td style=\"padding:10px 12px; border:1px solid #e5e7eb;\"><strong>84%<\/strong> dos executivos consideram fundamental<\/td>\n      <td style=\"padding:10px 12px; border:1px solid #e5e7eb;\">Mais de <strong>66%<\/strong> dos clientes colocam o funcion\u00e1rio da linha de frente entre seus 3 principais canais<\/td>\n    <\/tr>\n  <\/tbody>\n<\/table>\n<p style=\"font-size:11px; color:#6b7280; margin:-8px 0 28px 0;\"><em>Fonte: Capgemini Research Institute, Reimaginando a experi\u00eancia do cliente, 2026 (N=9.500 consumidores em 16 pa\u00edses; N=1.200 executivos e funcion\u00e1rios da linha de frente).<\/em><\/p>\n\n\n\n<table style=\"width:100%; border-collapse:collapse; margin:24px 0; font-size:14px;\">\n  <caption style=\"text-align:left; font-size:13px; color:#6b7280; padding-bottom:10px;\">Impacto direto da experi\u00eancia do cliente sobre receita e lealdade<\/caption>\n  <thead>\n    <tr style=\"background:#f0f7fb;\">\n      <th style=\"text-align:left; padding:10px 12px; border:1px solid #dbe6ee;\">Cen\u00e1rio<\/th>\n      <th style=\"text-align:left; padding:10px 12px; border:1px solid #dbe6ee;\">Comportamento do cliente<\/th>\n      <th style=\"text-align:left; padding:10px 12px; border:1px solid #dbe6ee;\">Propor\u00e7\u00e3o<\/th>\n    <\/tr>\n  <\/thead>\n  <tbody>\n    <tr><td style=\"padding:10px 12px; border:1px solid #e5e7eb;\">Ap\u00f3s experi\u00eancia negativa<\/td><td style=\"padding:10px 12px; border:1px solid #e5e7eb;\">Troca de fornecedor<\/td><td style=\"padding:10px 12px; border:1px solid #e5e7eb;\"><strong>63%<\/strong><\/td><\/tr>\n    <tr style=\"background:#fafbfc;\"><td style=\"padding:10px 12px; border:1px solid #e5e7eb;\">Ap\u00f3s experi\u00eancia negativa<\/td><td style=\"padding:10px 12px; border:1px solid #e5e7eb;\">Reduz gastos com a marca<\/td><td style=\"padding:10px 12px; border:1px solid #e5e7eb;\"><strong>61%<\/strong><\/td><\/tr>\n    <tr><td style=\"padding:10px 12px; border:1px solid #e5e7eb;\">Ap\u00f3s experi\u00eancia positiva<\/td><td style=\"padding:10px 12px; border:1px solid #e5e7eb;\">Retorna como comprador recorrente<\/td><td style=\"padding:10px 12px; border:1px solid #e5e7eb;\"><strong>70%<\/strong><\/td><\/tr>\n  <\/tbody>\n<\/table>\n<p style=\"font-size:11px; color:#6b7280; margin:-8px 0 28px 0;\"><em>Fonte: Capgemini Research Institute, Reimaginando a experi\u00eancia do cliente, 2026 (N=9.500 consumidores em 16 pa\u00edses).<\/em><\/p>\n\n\n\n<h2 id=\"h-onde-a-fragmentacao-quebra-a-experiencia-em-escala\" class=\"wp-block-heading\">Onde a fragmenta\u00e7\u00e3o quebra a experi\u00eancia em escala:<\/h2>\n\n\n\n<div style=\"background:#f0f7fb; border-left:4px solid #0070ad; padding:20px 24px; margin:24px 0 32px 0; border-radius:0 8px 8px 0;\">\n   <ul style=\"margin:0; padding-left:20px; color:#374151; line-height:1.7; font-size:14px;\">\n    <li><strong>40%<\/strong> das organiza\u00e7\u00f5es n\u00e3o possuem um roadmap claro de CX nem KPIs definidos<\/li>\n    <li>Apenas <strong>23%<\/strong> possuem uma estrat\u00e9gia de CX unificada entre os canais<\/li>\n    <li>Apenas <strong>28%<\/strong> garantem transfer\u00eancia de contexto sem interrup\u00e7\u00f5es ao longo da jornada<\/li>\n    <li><strong>68%<\/strong> das organiza\u00e7\u00f5es acreditam que agentes de IA superar\u00e3o os canais tradicionais de CX \u2014 e <strong>58%<\/strong> dos consumidores acreditam que agentes de IA podem economizar seu tempo automatizando compras e pagamentos de rotina<\/li>\n  <\/ul>\n  <p style=\"font-size:11px; color:#6b7280; margin:12px 0 0 0;\"><em>Fonte: Capgemini Research Institute, Reimaginando a experi\u00eancia do cliente, 2026 (N=1.200 executivos e funcion\u00e1rios da linha de frente; N=9.500 consumidores).<\/em><\/p>\n<\/div>\n\n\n\n<h2 id=\"h-sete-acoes-para-reinventar-a-experiencia-do-cliente-com-ia\" class=\"wp-block-heading\">Sete a\u00e7\u00f5es para reinventar a experi\u00eancia do cliente com IA<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Este relat\u00f3rio \u00e9 essencial para executivos de C-suite e l\u00edderes que impulsionam CX e IA em diversos setores. Para passar de melhorias incrementais em CX para uma reinven\u00e7\u00e3o ousada orientado por IA, as organiza\u00e7\u00f5es devem:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Defina os objetivos de CX e alinhe-os com os resultados de neg\u00f3cios desejados.<\/li>\n\n\n\n<li>Estabele\u00e7a um roadmap de CX claro e compartilhado<\/li>\n\n\n\n<li>Desenhe a experi\u00eancia do cliente para humanos e IA<\/li>\n\n\n\n<li>Reequilibrar a automa\u00e7\u00e3o e a intera\u00e7\u00e3o humana<\/li>\n\n\n\n<li>Desenvolva um ecossistema de CX impulsionado por IA que evite a fragmenta\u00e7\u00e3o de canais.<\/li>\n\n\n\n<li>Implementar a capacidade de medir o feedback de CX mediado por IA para perceber e se adaptar<\/li>\n\n\n\n<li>Construa dados confi\u00e1veis, seguros e transparentes que estejam prontos para IA, formando a base da infraestrutura de CX.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Para aprender a projetar uma experi\u00eancia do cliente que seja adaptativa, confi\u00e1vel e liderada por humanos em um mundo habilitado por IA, baixe o relat\u00f3rio hoje e <a href=\"mailto:research@capgemini.com?subject=Apresenta%C3%A7%C3%A3o%20personalizada%20%E2%80%94%20Reimaginando%20a%20experi%C3%AAncia%20do%20cliente\">agendar uma apresenta\u00e7\u00e3o personalizada da pesquisa<\/a> apenas para sua equipe. <\/p>\n\n\n\n<h2 id=\"h-metodologia-da-pesquisa\" class=\"wp-block-heading\">Metodologia da pesquisa<\/h2>\n\n\n\n<div style=\"border:1px solid #e5e7eb; border-radius:8px; padding:20px 24px; margin:16px 0 32px 0; font-size:14px; color:#374151; line-height:1.7;\">\n  <p style=\"margin:0 0 12px 0;\">O relat\u00f3rio <strong>Reimaginando a experi\u00eancia do cliente: liderada por humanos, impulsionada por IA<\/strong>, do <strong>Capgemini Research Institute<\/strong>, combina duas bases de pesquisa prim\u00e1ria:<\/p>\n  <ul style=\"margin:0 0 12px 0; padding-left:20px;\">\n    <li><strong>Pesquisa com consumidores<\/strong> &mdash; 9.500 consumidores em 16 pa\u00edses.<\/li>\n    <li><strong>Pesquisa com organiza\u00e7\u00f5es<\/strong> &mdash; 1.200 executivos e funcion\u00e1rios da linha de frente.<\/li>\n  <\/ul>\n  <p style=\"margin:0;\">O escopo cobre conex\u00e3o emocional, continuidade da jornada, confian\u00e7a no uso de dados e ado\u00e7\u00e3o de IA e IA ag\u00eantica em canais de atendimento e relacionamento.<\/p>\n  <p style=\"font-size:11px; color:#6b7280; margin:12px 0 0 0;\"><em>Fonte: Capgemini Research Institute, 2026.<\/em><\/p>\n<\/div>\n\n\n\n<div data-open-first=\"false\" class=\"wp-block-cg-blocks-cg-blocks-faq-schema\"><section class=\"wp-block-cg-blocks-cg-blocks-faq-schema section section--faqs-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"content-title\"><h2>Perguntas frequentes<\/h2><\/div><div class=\"filters filters--vertical\" data-max=\"100\"><div class=\"expanders filters-content\">\n<div class=\"wp-block-cg-blocks-cg-block-card-faq-schema expander-box filter-box tag-active\"><div class=\"expander-title\" role=\"button\" tabindex=\"0\" aria-expanded=\"false\"><h3>O que \u00e9 o relat\u00f3rio &ldquo;Reimaginando a experi\u00eancia do cliente&rdquo; da Capgemini?<\/h3><\/div><div class=\"expander-content\">\n<p class=\"wp-block-paragraph\">\u00c9 um relat\u00f3rio de pesquisa do <strong>Capgemini Research Institute<\/strong> publicado em 2026, que analisa como as organiza\u00e7\u00f5es devem repensar o design, a entrega e a escala da experi\u00eancia do cliente (CX) \u00e0 medida que a IA se torna um facilitador cr\u00edtico da CX de pr\u00f3xima gera\u00e7\u00e3o. A tese central \u00e9 que a CX de melhor desempenho \u00e9 <strong>liderada por humanos e impulsionada por IA<\/strong>: a automa\u00e7\u00e3o amplia o alcance, mas a orienta\u00e7\u00e3o humana continua indispens\u00e1vel em decis\u00f5es emocionalmente complexas e de alto risco. Base: 9.500 consumidores em 16 pa\u00edses e 1.200 executivos e funcion\u00e1rios da linha de frente.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-cg-blocks-cg-block-card-faq-schema expander-box filter-box tag-active\"><div class=\"expander-title\" role=\"button\" tabindex=\"0\" aria-expanded=\"false\"><h3>Qual \u00e9 a lacuna de percep\u00e7\u00e3o entre l\u00edderes e clientes em CX?<\/h3><\/div><div class=\"expander-content\">\n<p class=\"wp-block-paragraph\">A lacuna \u00e9 acentuada. Os l\u00edderes estimam que <strong>84% dos clientes<\/strong> estariam dispostos a recomendar seus produtos e servi\u00e7os, mas apenas <strong>45% dos clientes<\/strong> relatam essa disposi\u00e7\u00e3o \u2014 uma diferen\u00e7a de 39 pontos percentuais. A mesma dist\u00e2ncia aparece em confian\u00e7a de dados: <strong>83% dos consumidores<\/strong> se sentem desconfort\u00e1veis com a IA registrando dados pessoais, enquanto <strong>38% dos executivos<\/strong> se sentem confort\u00e1veis com essa pr\u00e1tica. Fonte: Capgemini Research Institute, 2026 (N=9.500 consumidores; N=1.200 executivos e funcion\u00e1rios da linha de frente).<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-cg-blocks-cg-block-card-faq-schema expander-box filter-box tag-active\"><div class=\"expander-title\" role=\"button\" tabindex=\"0\" aria-expanded=\"false\"><h3>Qual \u00e9 o impacto financeiro de uma experi\u00eancia do cliente ruim?<\/h3><\/div><div class=\"expander-content\">\n<p class=\"wp-block-paragraph\">O impacto \u00e9 direto sobre receita e lealdade. Ap\u00f3s uma experi\u00eancia negativa, <strong>63% dos clientes trocam de fornecedor<\/strong> e <strong>61% reduzem seus gastos<\/strong> com a marca. O efeito inverso tamb\u00e9m \u00e9 mensur\u00e1vel: ap\u00f3s uma boa experi\u00eancia, <strong>70% retornam como compradores recorrentes<\/strong>. Isso posiciona a CX menos como custo de atendimento e mais como motor de crescimento e de valor a longo prazo. Fonte: Capgemini Research Institute, 2026 (N=9.500 consumidores em 16 pa\u00edses).<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-cg-blocks-cg-block-card-faq-schema expander-box filter-box tag-active\"><div class=\"expander-title\" role=\"button\" tabindex=\"0\" aria-expanded=\"false\"><h3>Agentes de IA v\u00e3o substituir o atendimento humano na experi\u00eancia do cliente?<\/h3><\/div><div class=\"expander-content\">\n<p class=\"wp-block-paragraph\">A pesquisa indica substitui\u00e7\u00e3o parcial, n\u00e3o total. <strong>68% das organiza\u00e7\u00f5es<\/strong> acreditam que agentes de IA superar\u00e3o os canais tradicionais de CX, e <strong>58% dos consumidores<\/strong> reconhecem que agentes de IA podem economizar tempo automatizando compras e pagamentos de rotina. Ao mesmo tempo, mais de <strong>66% dos clientes<\/strong> classificam os funcion\u00e1rios da linha de frente entre seus tr\u00eas principais canais de intera\u00e7\u00e3o. O modelo recomendado \u00e9 o reequil\u00edbrio: IA para escala e rotina, humanos para decis\u00f5es emocionalmente complexas e de alto risco.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-cg-blocks-cg-block-card-faq-schema expander-box filter-box tag-active\"><div class=\"expander-title\" role=\"button\" tabindex=\"0\" aria-expanded=\"false\"><h3>Por que a fragmenta\u00e7\u00e3o de canais prejudica a experi\u00eancia do cliente?<\/h3><\/div><div class=\"expander-content\">\n<p class=\"wp-block-paragraph\">Porque quebra a continuidade da jornada. <strong>40% das organiza\u00e7\u00f5es<\/strong> n\u00e3o t\u00eam um roadmap claro de CX nem KPIs definidos, apenas <strong>23%<\/strong> possuem uma estrat\u00e9gia unificada entre canais e somente <strong>28%<\/strong> garantem transfer\u00eancia de contexto sem interrup\u00e7\u00f5es ao longo da jornada. Na pr\u00e1tica, o cliente recome\u00e7a a intera\u00e7\u00e3o a cada canal \u2014 e \u00e9 a\u00ed que a conex\u00e3o emocional e a confian\u00e7a se perdem. Fonte: Capgemini Research Institute, 2026 (N=1.200 executivos e funcion\u00e1rios da linha de frente).<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-cg-blocks-cg-block-card-faq-schema expander-box filter-box tag-active\"><div class=\"expander-title\" role=\"button\" tabindex=\"0\" aria-expanded=\"false\"><h3>Qual \u00e9 a metodologia do relat\u00f3rio?<\/h3><\/div><div class=\"expander-content\">\n<p class=\"wp-block-paragraph\">O relat\u00f3rio se baseia em duas pesquisas prim\u00e1rias conduzidas pelo Capgemini Research Institute: uma pesquisa com <strong>9.500 consumidores em 16 pa\u00edses<\/strong> e uma pesquisa com <strong>1.200 executivos e funcion\u00e1rios da linha de frente<\/strong>. O escopo cobre conex\u00e3o emocional, continuidade da jornada, confian\u00e7a no uso de dados e ado\u00e7\u00e3o efetiva de IA e IA ag\u00eantica em canais de relacionamento. Publica\u00e7\u00e3o: 2026.<\/p>\n<\/div><\/div>\n<\/div><\/div><\/div><\/div><\/div><\/section><\/div>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n\t\t<section\n\t\t\tclass=\"section section--lifeatcap-learning section--event-slider-careerInvent\">\n\n\t\t\t<div class=\"container\">\n\t\t\t\t<div class='career-invent-header'>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\t<div class=\"slider slider-fader c3e7d9e7-9847-448d-8381-e695dc43e5b8\">\n\t\t\t\t\t\t\t\t<div\n\t\t\t\t\tclass=\"slider-list \">\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"slide active \">\n\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\tclass=\"slide-bg-wrapper wp-block-cg-blocks-career-invent \">\n\t\t\t\t\t\t\t\t<div class=\"bgImagesection\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"bgColor\"><\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"container slide-info-wrapper\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\tclass=\"col-md-6 col-sm-12 box-inner \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"bgColor\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\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\t\t\t\t\t\t\tclass=\"content-title \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"explore-header\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tdata-maxlength=\"34\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"Capgemini no Google Cloud Next 2026\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tCapgemini no Google Cloud Next 2026\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/h3>\n\t\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\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\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\t\t\t\t\t\t\t\tclass=\"box-title \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h4 data-maxlength=\"144\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"Como patrocinadora de destaque, usamos IA ag\u00eantica, Gen AI, dados soberanos e nuvem para impulsionar inova\u00e7\u00e3o segura e experi\u00eancias humanas.\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tstyle=\"white-space: pre-wrap;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tComo patrocinadora de destaque, usamos IA ag\u00eantica, Gen AI, dados soberanos e nuvem para impulsionar inova\u00e7\u00e3o segura e experi\u00eancias humanas.\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/h4>\n\t\t\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\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\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\t\t\t\t\t\tclass=\"brand-logo-wrapper\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\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\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"btnDiv\"> <a class=\"more2\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tdata-maxlength=\"24\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\taria-label=\"Saiba mais sobre Capgemini no Google Cloud Next 2026\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"Opens in new window\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttabindex=\"0\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\thref=\"https:\/\/www.capgemini.com\/news\/events\/google-cloud-next\/\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttarget=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tSaiba mais\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a> <\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\n\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"col-md-6 col-sm-12 text-right box-img-wrapper escaper escaper-right\">\n\t\t\t\t\t\t\t\t\t\t\t\t\n\n\t\t\t\t\t\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<source\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/02\/GCN-event_Banner_2880X1800.jpg?w=1200&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/02\/GCN-event_Banner_2880X1800.jpg?w=1200&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 1500px)\" \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<source\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/02\/GCN-event_Banner_2880X1800.jpg?w=600&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/02\/GCN-event_Banner_2880X1800.jpg?w=1200&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 992px)\" \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<source\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/02\/GCN-event_Banner_2880X1800.jpg?w=400&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/02\/GCN-event_Banner_2880X1800.jpg?w=800&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 768px)\" \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<source\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/02\/GCN-event_Banner_2880X1800.jpg?w=400&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/02\/GCN-event_Banner_2880X1800.jpg?w=800&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 0)\" \/>\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" class=\"box-img\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/02\/GCN-event_Banner_2880X1800.jpg\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tstyle=\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tobject-position: 50% 50%; object-fit: cover;\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\" alt=\"\" \/>\n\n\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n\t\t\t\t\t\t\t\t\t\t\t\t<!-- <img decoding=\"async\" class=\"box-img\" src=\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\n\t\t\t\t\t\t\t\t\t\t\tstyle=\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\" alt=\"\"\n\t\t\t\t\t\t\t\t\t\t\/> -->\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<\/div>\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\t<div\n\t\t\t\t\t\t\t\t\tclass=\"\">\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"slide-reveal\"><\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t<\/div>\n\n\t\t\t\t\n\t\t\t<\/div>\n\n\t\t<\/section>\n\n\t\t\n\n\n<section class=\"wp-block-cg-blocks-call-to-action undefined is-style-cg-secondary-3 call-to-action-block\"><div class=\"container\"><div class=\"call-to-action-block-content-wrapper has-description\"><div class=\"text-wrapper has-description\"><h3 class=\"title\" data-maxlength=\"144\">Fique informado<\/h3><p class=\"description\" data-maxlength=\"210\">Inscreva-se para receber os \u00faltimos relat\u00f3rios do Capgemini Research Institute diretamente na sua caixa de entrada.<\/p><\/div><div class=\"button-wrapper has-description\"><a class=\"cta-btn action-valid\" data-bs-toggle=\"modal\" 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Caso deseje exercer algum dos seus direitos de acesso ou de elimina\u00e7\u00e3o dos seus dados pessoais, indique o contexto em que entrou em contato com a Capgemini (candidatura a emprego, subscri\u00e7\u00e3o de uma newsletter, etc.).<\/i><\/small><div class=\"mf-field-wrapper form-floating col-sm-12\"><textarea type=\"text\" class=\"form-control\" id=\"_mf_958179_9475_4229195289\" name=\"_mf_958179_9475\" placeholder=\"Sua mensagem\" required><\/textarea><label for=\"_mf_958179_9475_4229195289\" class=\"form-label\">Sua mensagem <span class=\"star-required\">*<\/span><\/label><div class=\"invalid-feedback-frm\">Sua mensagem n\u00e3o \u00e9 v\u00e1lido.<\/div><\/div><div class=\"mf-field-wrapper  col-sm-12\">\n\t\t<div class=\"form-check checkbox-controls\">\n\n\t\t\t<input type=\"checkbox\" id=\"_mf_958179_1231_2462898915\" class=\"form-check-input\"\n\t\t\t\tname=\"_mf_958179_1231[]\"\n\t\t\t\tvalue=\"1\"\n\t\t\t\trequired\n\t\t\t>\n\n\t\t\t<label for=\"_mf_958179_1231_2462898915\" class=\"form-check-label consent-text\">\n\t\t\t\tConcordo com o processamento dos meus dados pessoais para permitir que a Capgemini processe minha solicita\u00e7\u00e3o.<br \/><br \/>\r\n\r\nA Capgemini est\u00e1 processando as informa\u00e7\u00f5es que voc\u00ea compartilhou para atender \u00e0 sua solicita\u00e7\u00e3o. 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When you reach 100 percent, the form is submitted.\t\t\t\t\t<\/span>\n\t\t\t\t\t<!-- Mobile-only submit button fallback -->\n\t\t\t\t\t<button type=\"submit\" class=\"mf-mobile-submit-btn\" disabled>\n\t\t\t\t\t\t<span class=\"sr-only\">If you use a screen reader or VoiceOver, double-tap this button to submit the form.<\/span>\n\t\t\t\t\t\tDeslize para enviar\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t\t<input type=\"hidden\" name=\"submit_btn_txt\" class=\"submit_btn_txt\" value=\"Deslize para enviar\"\/>\n\t\t\t\t<input type=\"hidden\" name=\"submitted_state_txt\" class=\"submitted_state_txt\" value=\"Enviado\"\/>\n\t\t\t<\/div>\n\t\t\t\t\t\t<input type=\"hidden\" name=\"form_id\" data-validate=\"number\" class=\"mf_form__id\" value=\"642632\" \/>\n\t\t\t\t<input type=\"hidden\" name=\"form_title\" class=\"mf_form__title\" value=\"revamp-new-dpo-form\" \/>\n\t\t\t\t<input type=\"hidden\" name=\"wp_rest_nonce\" class=\"mf_form__wp_rest_nonce\" value=\"6223cf570b\" \/>\n\n\t\t\t\t<input type=\"hidden\" name=\"mf_form_conditional_logic\" class=\"mf_form__title conditional_logic\" value=\"\" \/>\n\t\t\t\t\n\t\t\t\t<input type=\"hidden\" name=\"mf_form_fields_country_dpo_field\" class=\"mf_form__title conditional_logic mf_form_fields_country_dpo_field\" value=\"_mf_958179_9180\" \/>\n\n\t\t\t\t<!-- Anti-spam field -->\n\t\t\t\t<input type=\"text\" \n\t\t\t\t\tname=\"website_url\" \n\t\t\t\t\tclass=\"mf_field__url\" \n\t\t\t\t\tautocomplete=\"off\"\n\t\t\t\t\ttabindex=\"-1\"\n\t\t\t\t\taria-hidden=\"true\"\n\t\t\t\t\tstyle=\"position:absolute;left:-9999px;width:1px;height:1px;opacity:0;pointer-events:none;\" \n\t\t\t\t\/>\n\t\t\t<\/form>\n\n\t\t\t<div class=\"mf_form__success\" tabindex=\"0\" role=\"alert\">\n\t\t\t\tObrigado pelo envio.<\/p>\n\t\t\t<\/div>\n\t\t\t<div class=\"mf_form__errors\">\n\t\t\t\t<p>Lamentamos, o envio do formul\u00e1rio falhou. Por favor, tente novamente.<\/p>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n\n\t\t<script>\n\t\t\twindow.MF_CONFIG642632 = {\"642632\":{\"errors\":[],\"redirect\":\"\"}};\n\t\t<\/script>\n\t<\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n<section class=\"latest-insights layout-odd \"><div class=\"container\"><div class=\"insight-title\"><h2 class=\"latest-insight-title\">\u00daltimos insights<\/h2><\/div><div class=\"layout-single-card\">\n                      <div class=\"row align-items-center w-lg-100\">\n                        <div class=\"card-image-wrapper\">\n                                <div class=\"card-image\" data-image-url=\"https:\/\/www.capgemini.com\/br-pt\/research-and-insight\/cmo-playbook-2025\/\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2025\/11\/CRI-CMO-Playbook_Banner_2880X1800.jpg?w=2048&#038;quality=70 1x, https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2025\/11\/CRI-CMO-Playbook_Banner_2880X1800.jpg?w=2048&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 1500px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2025\/11\/CRI-CMO-Playbook_Banner_2880X1800.jpg?w=1024&#038;quality=70 1x, https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2025\/11\/CRI-CMO-Playbook_Banner_2880X1800.jpg?w=2048&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 992px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2025\/11\/CRI-CMO-Playbook_Banner_2880X1800.jpg?w=1024&#038;quality=70 1x, https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2025\/11\/CRI-CMO-Playbook_Banner_2880X1800.jpg?w=2048&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 768px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2025\/11\/CRI-CMO-Playbook_Banner_2880X1800.jpg?w=500&#038;quality=70 1x, https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2025\/11\/CRI-CMO-Playbook_Banner_2880X1800.jpg?w=1000&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 0)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2025\/11\/CRI-CMO-Playbook_Banner_2880X1800.jpg\" alt=\"CRI CMO Playbok 2025 Banner\" style=\"object-position: 50% 50%; object-fit: cover;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n                                <\/div>\n                            <\/div>\n                            <div class=\"col-12 col-md-5 col-lg-7\"><\/div>\n                        <div class=\"col-12 col-md-7 col-lg-5\">\n                            <a href=\"https:\/\/www.capgemini.com\/br-pt\/research-and-insight\/cmo-playbook-2025\/\" aria-label=\"Da complexidade \u00e0 clareza: como os CMOs podem resgatar o marketing para construir uma vantagem competitiva.\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-start\">\n                                <div class=\"card-tag\">Capgemini Research Institute<\/div>\n                                <h3 class=\"card-title\">Da complexidade \u00e0 clareza: como os CMOs podem resgatar o marketing para construir uma vantagem competitiva.<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\" class=\"light\">\n\t\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-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                     <\/div>\n                    <\/div><div class=\"layout-two-card cards-reversed\">\n                                <div class=\"row align-items-center\"><div class=\"card-image-wrapper\">\n                                <div class=\"card-image\" data-image-url=\"https:\/\/www.capgemini.com\/br-pt\/insights\/biblioteca-de-pesquisas\/um-novo-manual-para-diretores-de-marketing\/\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2023\/05\/hero-capgemini-cmo-playbook.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2023\/05\/hero-capgemini-cmo-playbook.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 1500px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2023\/05\/hero-capgemini-cmo-playbook.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2023\/05\/hero-capgemini-cmo-playbook.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 992px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2023\/05\/hero-capgemini-cmo-playbook.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2023\/05\/hero-capgemini-cmo-playbook.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 768px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2023\/05\/hero-capgemini-cmo-playbook.jpg?w=350&#038;quality=70 1x, https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2023\/05\/hero-capgemini-cmo-playbook.jpg?w=700&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 0)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2023\/05\/hero-capgemini-cmo-playbook.jpg\" alt=\"CMO Playbook - Um novo manual para diretores de marketing\" style=\"object-position: 50% 50%; object-fit: cover;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n                                <\/div>\n                            <\/div><div class=\"col-12 col-md-6 col-lg-4 flex-sm-order-reverse\">\n                            <a href=\"https:\/\/www.capgemini.com\/br-pt\/insights\/biblioteca-de-pesquisas\/conversations-for-tomorrow-9\/\" aria-label=\"Conversations for tomorrow #9: IA Generativa\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-start\">\n                                <div class=\"card-tag\">Conversations for tomorrow<\/div>\n                                <h3 class=\"card-title\">Conversations for tomorrow #9: IA Generativa<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"light\">\n\t\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-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <div class=\"col-12 col-md-6 col-lg-4\">\n                           <a href=\"https:\/\/www.capgemini.com\/br-pt\/insights\/biblioteca-de-pesquisas\/um-novo-manual-para-diretores-de-marketing\/\" aria-label=\"Como os CMOs podem aproveitar ao m\u00e1ximo o data driven marketing? Conhe\u00e7a as melhores pr\u00e1ticas sobre marketing orientado a dados\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-center\">\n                                <div class=\"card-tag\">Playbook<\/div>\n                                <h3 class=\"card-title\">Como os CMOs podem aproveitar ao m\u00e1ximo o data driven marketing? Conhe\u00e7a as melhores pr\u00e1ticas sobre marketing orientado a dados<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\" class=\"light\">\n\t\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-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <div class=\"col-12 col-lg-4 d-md-none d-lg-block\"><\/div><\/div>\n                    <\/div><\/div><\/section>\n\n\n<section class=\"wp-block-cg-blocks-learn-more learnMoreBlock\"><div class=\"container\"><div class=\"row\"><div class=\"content-title col-12 col-md-8\"><h2 class=\"learnmore-heading\">Leitura adicional<\/h2><\/div><\/div><div class=\"row\"><div class=\"col-md-4\"><div class=\"box\"><div class=\"box-wrapper\"><a class=\"box-title\" href=\"https:\/\/www.capgemini.com\/br-pt\/servicos\/cloud\/cloud-para-customer-first\/\" target=\"\" aria-label=\"Cliente em primeiro lugar\" rel=\"noopener noreferrer\"><div class=\"box-img-wrapper\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/02\/Customer-first.webp?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/02\/Customer-first.webp?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/02\/Customer-first.webp?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><h3 class=\"titleWithoutLink_learnMore\">Cliente em primeiro lugar<\/h3><\/a><\/div><\/div><div class=\"box-inner\"><\/div><\/div><div class=\"col-md-4\"><div class=\"box\"><div class=\"box-wrapper\"><a class=\"box-title\" href=\"https:\/\/www.capgemini.com\/br-pt\/servicos\/customer-first\/customer-experience\/\" target=\"\" aria-label=\"Experi\u00eancia do cliente\" rel=\"noopener noreferrer\"><div class=\"box-img-wrapper\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/11\/Capgemini_Services_Customer-First_Customer-Experience.webp?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/11\/Capgemini_Services_Customer-First_Customer-Experience.webp?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/11\/Capgemini_Services_Customer-First_Customer-Experience.webp?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><h3 class=\"titleWithoutLink_learnMore\">Experi\u00eancia do cliente<\/h3><\/a><\/div><\/div><div class=\"box-inner\"><\/div><\/div><div class=\"col-md-4\"><div class=\"box\"><div class=\"box-wrapper\"><a class=\"box-title\" href=\"https:\/\/www.capgemini.com\/services\/customer-first\/continuous-business-reinvention\/\" target=\"\" aria-label=\"Inven\u00e7\u00e3o cont\u00ednua de neg\u00f3cios\" rel=\"noopener noreferrer\"><div class=\"box-img-wrapper\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/03\/Capgemini_Customer-First_Continuous-business-reinvention.jpg?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/03\/Capgemini_Customer-First_Continuous-business-reinvention.jpg?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/03\/Capgemini_Customer-First_Continuous-business-reinvention.jpg?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><h3 class=\"titleWithoutLink_learnMore\">Inven\u00e7\u00e3o cont\u00ednua de neg\u00f3cios<\/h3><\/a><\/div><\/div><div class=\"box-inner\"><\/div><\/div><div class=\"col-md-4\"><div class=\"box\"><div class=\"box-wrapper\"><a class=\"box-title\" href=\"https:\/\/www.capgemini.com\/br-pt\/servicos\/dados-e-inteligencia-artificial\/\" target=\"\" aria-label=\"Dados e intelig\u00eancia artificial\" rel=\"noopener noreferrer\"><div class=\"box-img-wrapper\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/Capgemini-RAISE_Agentic-AI_Webbanner-2880X1800-2.jpg?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/Capgemini-RAISE_Agentic-AI_Webbanner-2880X1800-2.jpg?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/Capgemini-RAISE_Agentic-AI_Webbanner-2880X1800-2.jpg?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><h3 class=\"titleWithoutLink_learnMore\">Dados e intelig\u00eancia artificial<\/h3><\/a><\/div><\/div><div class=\"box-inner\"><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Why customer experience is now a driver of growth, trust, and long-term value<\/p>\n","protected":false},"author":33,"featured_media":647280,"template":"","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":true,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":101,"primary_term":"Data and AI","featured_focal_points":""},"tags":[487],"research-and-insight-type":[70,102,73],"theme":[101],"brand":[72],"service":[77],"industry":[82,242,51],"partners":[],"content-group":[],"class_list":["post-647279","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","tag-experiencia-do-cliente","research-and-insight-type-capgemini-research-institute","research-and-insight-type-point-of-view","research-and-insight-type-report","theme-data-and-ai","brand-capgemini-research-institute","service-data-ai","industry-consumer-products","industry-financial-services","industry-insurance"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Reimaginando a experi\u00eancia do cliente com IA - Capgemini Brasil<\/title>\n<meta name=\"description\" content=\"Experi\u00eancia do cliente com IA e toque humano: veja dados do estudo e descubra 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