From transactional to human: how artificial intelligence is redefining relational marketing in service companies in the state of Rio Grande do Sul – Brazil

  • Marlise Alves Silva ESPM
  • João Capelli Facultad QI
DOI: https://doi.org/10.18543/bee.3345
Keywords: Relationship marketing, Artificial intelligence, Services, Personalization, Trust, Operational efficiency

Abstract

This article analyzes how Artificial Intelligence (AI) is transforming relationship marketing in service companies, promoting a transition from the transactional model to a more human and personalized approach. Based on qualitative interviews with five experts from companies that use AI in their customer relationship strategies, the study investigates how AI can enhance personalization and operational efficiency without compromising the human dimension. Best practices, ethical challenges, integration between teams, and perceptions of trust, personalization, and efficiency are discussed. The results point to a possible convergence between technology and humanization, provided that data governance, transparency, and cross-functional integration are in place.

Author Biographies

Marlise Alves Silva, ESPM

Professor of graduate and postgraduate programs at International Marketing at ESPM-Sul, Dom Bosco Faculty in Porto Alegre and Unisinos (Brasil). PhD in Economics, Management and Business Administration from the University of Deusto, Spain, with a diploma revalidated by FEA/USP. She holds a degree in Business Administration - Foreign Trade from the University of Vale do Rio dos Sinos (Unisinos), with postgraduate degrees in Strategic Foresight and Future Design (2024) from ESPM-Sul, Teaching Theories and Practices (2016) and Services Marketing (2004), both from ESPM-Sul. She currently works as a Technical Analyst Specialized in International Business Promotion at FIERGS, being responsible for coordinating international missions and business roundtables.

João Capelli, Facultad QI

Professor at the QI School and founder of Capelli Consulting, specializing in strategic innovation projects for companies across various sectors. His areas of interest include strategy and artificial intelligence applied to marketing and customer relations. He holds a PhD in Administration with an emphasis on Artificial Intelligence applied to Business from the University of Caxias do Sul (UCS). He holds a Master's degree in Administration from the Federal University of Rio Grande do Sul (UFRGS) and a Bachelor's degree in Business Administration from UNISINOS.

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Published
2026-02-27
How to Cite
Alves Silva, Marlise, and João Capelli. 2026. “From Transactional to Human: How Artificial Intelligence Is Redefining Relational Marketing in Service Companies in the State of Rio Grande Do Sul – Brazil”. Bulletin of Economic Studies 80 (236), 227-43. https://doi.org/10.18543/bee.3345.
Issue
Vol. 80 No. 236 (2025): Innovation in marketing and services in the context of digital transformation
Section
Articles

Copyright (c) 2026 Deusto Business Alumni

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