Transforming Customer Experience into Super-Apps: An Analysis of Agentic AI Potential through the Passo Case Study

Abstract

This study set out to explore the transformative potential of Agentic AI within the complex ecosystem of a super-app, using an exploratory case study of Passo and a novel Agentic Maturity Model. Our analysis of key user journeys demonstrates that a shift from low-maturity reactive systems (Levels 1-2) to high-maturity proactive and orchestrating agents (Levels 3-4) can fundamentally reshape the customer experience, turning points of friction into opportunities for value creation and trust-building. The primary contribution of this paper is the Agentic Maturity Model, which provides a clear framework for this transformation and offers a strategic roadmap for organizations to move beyond simple automation towards providing truly autonomous services. Ultimately, this research suggests that the future of digital competition in the super-app era will not be defined simply by the number of services offered, but by the intelligence and autonomy of the agents that help users navigate them.