MATRIX GO in the MEDIA
Original Article in: Mobile Time: https://www.mobiletime.com.br/noticias/22/08/2025/neurociencias-atendimento-matrix-go/
The relationship between humans and virtual agents was the focus of discussions at one of the sessions at Super Bots Experience 2025. The CEO of Matrix Go, Nicola Sanchez, presented concepts that demonstrate how the functioning of the human brain is directly linked to the success of technologies that seek to interact with people.
According to Sanchez, two brain areas deserve special attention when it comes to technological interaction: the prefrontal cortex, responsible for logical reasoning and deep thinking; and the amygdala, which acts as an emotional driver, influencing primary reactions such as joy, anger, disgust, and sadness. "Any technology that interacts with people needs to consider how the brain works," he emphasized.
The executive explains that when stimulated by intense negative emotions, such as anger or sadness, consumers' cognition can be limited. This poses a challenge for AI agents, which need to recognize and interpret emotional signals to avoid negative situations, such as inappropriate attempts to calm users when faced with technical issues. "Great care must be taken when constructing prompts so that the agent correctly interprets these emotions," he warned.
On the other hand, in situations of happiness, individuals' cognitive capacity is full, opening space for the creation of highly personalized relationships through AI.
However, he warned about the deepening relationships between humans and AI agents, as has been reported: “The relationship with AI, as has been observed, can also be a risk to mental health.”
Neuroscience improves customer service
Another point raised was the importance of modulating emotions in the AI environment, including challenges such as understanding sarcasm, irony, ambiguity, and neurodivergent individuals. "Humans tend to only relate to those who are similar to them. The AI agent needs to adapt its empathy to each user's profile; it can't act in a generic way," he explained.
As a practical example, the executive mentions the application of neuroscientific methodologies in a telecommunications operator, which resulted in 88% of automation in customer service, an increase of more than 37% in sales, a reduction of 72% in churn and an increase in engagement of more than 56%, all after five months of improving virtual agents.
For Sanchez, the next step is to deepen behavioral analysis and adapt AI agents to user profiles. "The idea is for each interaction to be unique and aligned with the behavior of the person seeking assistance," he concluded.
