Atento, one of the world's largest providers of customer relationship management and business transformation outsourcing (CRM/BTO) services, is leading the transformation of the customer experience (CX) industry by creating specialized roles centered on generative artificial intelligence. These positions blend creativity, technology, and human insight to deliver more innovative and tailored solutions for global clients.
Quick Intel
This initiative reflects Atento's commitment to evolving the CX landscape by combining advanced AI with skilled human teams. The new roles enable more sophisticated, context-aware interactions that meet rising client expectations for personalization and efficiency.
"Technology will not replace people; it will empower them to become their best selves. At Atento, we are building increasingly skilled teams to support our clients in this transformation process, promoting talent development and creating new career opportunities," explains Thiago Zanon, Global HR Director at Atento.
Atento's approach aligns with industry forecasts, including a Gartner study indicating that by 2027, many organizations will pivot from workforce reduction plans to retaining human agents as essential components of high-quality customer experience.
To prepare its workforce, Atento has rolled out extensive training programs focused on practical AI skills. These include hands-on use of tools like ChatGPT, advanced prompt creation techniques, and innovation frameworks to ensure employees can effectively leverage generative AI in daily operations.
Professionals driving this shift include Vanessa Marquiafável Serrani, a Ph.D. in Linguistic Studies now serving as a prompt engineer, and Natália Favrin Keri, a conversational designer. Their work exemplifies the fusion of linguistic expertise and technical design to build AI solutions that align closely with human communication patterns and business objectives.
"Working with conversational AI isn't just about programming responses. It's about understanding how people think and communicate, then translating that into machine language," said Vanessa Marquiafável, Prompt Engineer at Atento.
By embedding these specialized roles and investing in continuous upskilling, Atento positions itself to deliver more intelligent, empathetic, and effective customer experiences at scale, setting a benchmark for the future of AI-augmented CX outsourcing.
About Atento
Atento is the largest provider of customer experience management and business process outsourcing services ("CXM BTO") in Latin America and one of the leading providers worldwide. Atento is also one of the leading providers of nearshoring CXM BTO services for companies operating in the United States. Since 1999, the Company has developed its business model across 17 countries, employing more than 80,000 people.
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