{"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":"2026-04-20T16:13:28","modified_gmt":"2026-04-20T16:13:28","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=\"\" 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>Download the report<\/span><span class=\"type\">6 MB pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/Final-Infographic-AI-Powered-CX.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Download infographic<\/span><span class=\"type\">1,003 KB pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group 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=research-and-insight&amp;p=1192682\" 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=research-and-insight&amp;p=1192682\" 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<h2 class=\"wp-block-heading\" id=\"h-por-que-a-experiencia-do-cliente-agora-e-um-motor-de-crescimento-confianca-e-valor-a-longo-prazo\">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>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>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<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<p>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>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: &lt;research@capgemini.com&gt;\">agendar uma apresenta\u00e7\u00e3o personalizada<\/a> apenas para sua equipe. <\/p>\n\n\n\n<p><a id=\"_msocom_1\"><\/a><\/p>\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 ff9379fa-ae4b-4528-b7f4-b984a94591b5\">\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 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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 class=\"brand-logo-wrapper\">\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<div class=\"btnDiv\"> <a class=\"more2\" data-maxlength=\"24\" aria-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 tabindex=\"0\" 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\/>\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 class=\"\">\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\" data-bs-target=\"#CTA8a45928e_bb7f_4615_b632_ab7f778bf353\" data-maxlength=\"24\" tabindex=\"0\" href=\"#\"> Inscreva-se <\/a><\/div><div class=\"modal 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form-floating col-sm-12\"><input type=\"text\" class=\"form-control\" id=\"_mf_958179_1621_1522772082\" name=\"_mf_958179_1621\" placeholder=\"Primeiro nome\" required \/><label for=\"_mf_958179_1621_1522772082\" class=\"form-label\">Primeiro nome <span class=\"star-required\">*<\/span><\/label><div class=\"invalid-feedback-frm\" role=\"alert\">Primeiro nome n\u00e3o \u00e9 v\u00e1lido.<\/div><\/div><div class=\"mf-field-wrapper form-floating col-sm-12\"><input type=\"text\" class=\"form-control\" id=\"_mf_958179_5579_105424236\" name=\"_mf_958179_5579\" placeholder=\"Sobrenome\" required \/><label for=\"_mf_958179_5579_105424236\" class=\"form-label\">Sobrenome <span class=\"star-required\">*<\/span><\/label><div class=\"invalid-feedback-frm\" role=\"alert\">Sobrenome n\u00e3o \u00e9 v\u00e1lido.<\/div><\/div><div class=\"mf-field-wrapper form-floating col-sm-12\"><input type=\"email\" class=\"form-control\" id=\"_mf_958179_5769_55109588\" name=\"_mf_958179_5769\" 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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_1176630681\" name=\"_mf_958179_9475\" placeholder=\"Sua mensagem\" required><\/textarea><label for=\"_mf_958179_9475_1176630681\" class=\"form-label\">Sua mensagem <span class=\"star-required\">*<\/span><\/label><div class=\"invalid-feedback-frm\" role=\"alert\">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_831263895\" 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_831263895\" 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. Para mais informa\u00e7\u00f5es, consulte nossa <a href=\"https:\/\/www.capgemini.com\/privacy-policy\/\" target=\"_blank\"> Pol\u00edtica de Privacidade. <\/a> &nbsp;\t\t\t<\/label>\n\n\t\t<\/div>\n\t\t<\/div>\t\t\t<div class=\"mf_field mf_field--recaptcha\">\n\t\t\t\t<div class=\"g-recaptcha\" data-sitekey=\"6Lc3OpIUAAAAADY4ErEHF0HF6Tr7vuknduDU-fbl\"><\/div>\n\t\t\t<\/div>\n\t\t\t\n\t\t\t<div class=\"mf_field mf_field--submit\" >\n\t\t\t\t<div class=\"slide-button-background button-background\">\n\t\t\t\t\t<label for=\"slider-submit-_mf_958179_1229\" class=\"slide-text\">\n\t\t\t\t\t\tDeslize para enviar\t\t\t\t\t<\/label>\n\t\t\t\t\t<input\n\t\t\t\t\t\tid=\"slider-submit-_mf_958179_1229\"\n\t\t\t\t\t\ttype=\"range\"\n\t\t\t\t\t\tclass=\"mf_field__input slider-frm-btn\"\n\t\t\t\t\t\trel=\"_mf_958179_1229\"\n\t\t\t\t\t\tmin=\"0\"\n\t\t\t\t\t\tmax=\"100\"\n\t\t\t\t\t\tvalue=\"0\"\n\t\t\t\t\t\taria-label=\"Slide to submit\"\n\t\t\t\t\t\taria-describedby=\"slide-instruction-_mf_958179_1229\"\n\t\t\t\t\t\taria-valuenow=\"0\"\n\t\t\t\t\t\taria-valuemin=\"0\"\n\t\t\t\t\t\taria-valuemax=\"100\"\n\t\t\t\t\t\taria-orientation=\"horizontal\"\n\t\t\t\t\t\trole=\"slider\"\n\t\t\t\t\t\ttabindex=\"0\"\n\t\t\t\t\t\/>\n\t\t\t\t\t<span id=\"slide-instruction-_mf_958179_1229\" class=\"sr-only\">\n\t\t\t\t\t\tUse right arrow keys to slide, or drag right with your finger. 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=\"d045cd7613\" \/>\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\">\u00daltimas percep\u00e7\u00f5es<\/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":false,"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 v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\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 como elevar 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