Brazil establishes right to human customer support in key industries

The Brazilian government enacted a decree on Monday, November 2, to regulate digital customer interactions in several industries.

This new rule specifically targets sectors where companies frequently use automated service bots, such as banking, telecommunications, and digital financial services. The decree aims to protect consumer rights by ensuring that people can reach a human representative when interacting with these companies.

While many businesses use artificial intelligence to provide 24-hour availability and reduce staffing costs, the government move addresses the frustration of customers who struggle with automated menus that fail to understand complex requests. The regulation changes how companies in these specific sectors must handle customer inquiries. By establishing a right to human support, the law seeks to balance the use of automated technology with the need for effective, personal communication between businesses and their clients.