From the source
Localiza reorganized its work around generative AI with OpenAI across three pillars: internal experimentation, new customer interfaces, and AI-native products.
- The Brazilian car rental and mobility company distributed ChatGPT licenses as a resource for experimentation rather than an individual perk, and teams from finance to operations now run active experiments with custom GPTs, agents, and Codex.
- Codex started in the technology department, but analysts, managers, PMOs, and lawyers began building their own prototypes, which Localiza says redefined the stages before development.
- In March 2026, Localiza became Brazil's first mobility platform, and one of the first in Latin America, to offer an app integrated directly into ChatGPT, where customers can explore rental, subscription, and used-car options before completing the transaction in Localiza's secure environment.
- Its AI-native conversational assistant Liza was built around conversation, intent, and context rather than a fixed decision tree, combining OpenAI models, Localiza services, and specialized tools.
- The partnership dates to the first version of Liza, which ran on GPT-3.5, and Localiza says the main challenge is human rather than technical: helping a large team learn new ways of working across 19 tribes and 130 squads.
