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- In addition, the company climbed to 5th place in the Total Industries Ranking. The study, conducted by consulting firms Better Brands and DobleA, evaluated more than 120 leading brands across various industries and gathered responses from 1,500 people nationwide.
Santiago, November 2026 – As the adoption of artificial intelligence accelerates, values such as closeness and trust continue to gain relevance. Against this backdrop, WOM took first place for the second consecutive year in the “Internet and Telephony” category of the EmpatIA 2026 Study, an accolade highlighting the balance the company achieves between technology and humanity in its customer relationships.
Additionally, the telecom operator moved up two spots to reach fifth place in the overall Total Industries ranking. Conducted by consulting firms Better Brands and DobleA, the assessment evaluated 120 brands across four sectors: retail, insurance, finance, and essential services.
“At a time when genuine bonds and closeness matter, human presence is irreplaceable. Artificial intelligence can perform almost any task, but it lacks a voice of its own and empathy. At WOM, we integrate technology to make processes faster and simpler, without ever losing that authenticity and real connection with our customers. For us, AI is not a substitute, but an amplifier of human connection,” emphasized Andrés Ok, CEO of WOM.
In its 2026 edition, the study evaluated attributes such as closeness, trust, and authenticity—decisive factors in standing out in an environment where technological efficiency is increasingly widespread. According to the findings, WOM leads its sector by adopting new technologies without overlooking the human touch, enabling the brand to build long-term relationships with people.
The EmpatIA 2026 study surveyed 1,500 respondents nationwide. Key findings include the rapid rise of AI assistants, whose usage surged from 51% to 70% over the past year. Despite this technological progress, 83% of respondents value closeness in brands, and 76% consider it essential for companies to strike a balance between technology and humanity.
