Brazil issues new decree regulating AI in customer service

The Brazilian federal government has published Decree No. 13.135/2026, updating regulations for Customer Service (SAC) and establishing conditions for the use of artificial intelligence in operations. Effective November 2, the decree ensures consumers have the option for real-time service by a human being.

The new rules mandate human assistance from 8:00 to 20:00 daily via telephone and electronic channels. It also sets a maximum waiting time of 20 seconds for at least 80% of calls and requires a seven-day deadline for responding to complaints. These regulations apply to providers of products and services regulated by the federal Executive Power, including telecommunications, electricity, supplementary health, and civil aviation, as well as digital banks and fintechs supervised by the Central Bank.

The measure follows research indicating that 51% of consumers prefer human interaction to resolve issues, with 62% citing the inability of automated systems to solve complex problems as a reason for rejecting AI. While the decree allows AI for screening, internal distribution, and request resolution, it emphasizes that digital channels must not hinder access to human support.