AI with results: how to turn conversations into real sales in Brazilian e-commerce

In recent years, WhatsApp has evolved from merely a communication channel between individuals to become a relevant space for interaction between brands and consumers. With this shift, new demands have emerged: if customers want to resolve everything through the platform, why not sell in a structured manner within the same environment?

The most common response was automation. However, many e-commerce businesses realized — sometimes too late — that automating is not the same as converting.

Artificial intelligence, when used solely to expedite responses, does not necessarily generate sales. It is essential to go further: structure an operation that combines context, personalization, and commercial intelligence to transform conversations into real business opportunities.

The transition from a support channel to a sales channel

In Brazil, WhatsApp is the most widely used application by the population. Yet, most brands still view the channel as an extension of customer service rather than a sales engine.

The key shift occurs when the question changes: instead of “how can I provide better service?”, we start reflecting on “how can I sell better through this channel?”.

This change in mindset opens the door for using artificial intelligence as a tool to support consultative selling, whether carried out by a human team or autonomous agents.

LIVE!, an established brand in the fitness fashion segment, faced a challenging scenario: the WhatsApp channel already represented a significant part of customer communication, but the model did not scale with the agility the business required.

The company decided to restructure the channel, adopting an AI-centered approach with two main focuses:

1. Supporting the human team (personal shoppers) with intelligence, to respond faster and in a personalized manner;
2. Automating part of the conversations, maintaining the brand’s language and focus on performance.

With this change, LIVE! significantly increased the productivity of support agents, reduced the average response time, and kept the customer experience at the center — without sacrificing conversion. Data indicate consistent growth in sales via WhatsApp and an improvement in satisfaction rates.

These metrics reinforce the importance of not treating WhatsApp as just another contact point. It can and should be a structured channel for customer acquisition and retention, provided it is supported by data, strategy, and applicable technology.

Purpose-driven AI: neither hype nor miracle

Artificial intelligence in e-commerce is far from a magical solution. It requires the definition of clear objectives, language curation, integration with platforms, and, most importantly, continuous learning. Success lies not in “having AI,” but in using AI with purpose.

Brands that advance in this direction are managing to scale their operations and build a more consistent and efficient relationship with their consumers.

Today, WhatsApp is already much more than a support channel. For those who know how to structure, test, and measure, it can be one of the main sales channels in Brazilian digital retail.