From the source
Grupo Boticário is using OpenAI foundation models inside a proprietary agent platform that autonomously resolves up to 80% of resellers' operational requests, according to the Brazilian beauty group.
- The platform holds more than 30 agents across the reseller journey, covering registration, first orders and day-to-day support, and combines generative and predictive AI with the group's own business rules.
- Since November 2025 the agents have covered 100% of conversations generated in appchat and WhatsApp Enterprise, and AI qualifies 90% of leads captured in direct sales before handing ready buyers to human staff.
- CTO Renato Pedigoni says the group builds its own technology because it runs a vertically integrated chain of more than 10 consumer brands across stores, e-commerce, marketplaces, franchising and direct sales.
- He frames the automation as a quality gain rather than an efficiency one, saying it frees supervisors and the sales force to act as advisors.
