Consumer demand for personalized experiences rises in Brazil and US

Recent consumer research highlights a growing demand for personalized and seamless customer experiences. According to the CX Trends 2026 report regarding the Brazilian market, 87% of consumers expect truly personalized experiences, while 82% express frustration when forced to repeat information during service interactions.

In the United States, the PwC 2025 Consumer Experience Survey, which included 5,511 consumers and 406 executives, found that 29% of consumers stopped using or purchasing from a brand due to poor online or in-person service.

Experts suggest that effective personalization requires more than just adjusting commercial messages; it necessitates a deep understanding of customer profiles and the mapping of internal processes to ensure continuity across different communication channels. Graziela Bernardo, a partner at the consultancy Recíproka, emphasizes that companies must focus on the customer's journey and perceived value rather than internal organizational structures.