A Biscoitê, specialized in biscuits for gifts with collectible packaging, increased its average ticket by 120% in sales via WhatsApp after implementing Whizz Agent, an artificial intelligence agent from OmniChat, a leader in chat-commerce in Brazil and WhatsApp Business Solution Provider (BSP).
Founded in 2012 and currently with 73 stores in 15 Brazilian states, Biscoitê began its digital transformation during the pandemic, when it started selling through WhatsApp in a more informal way. With the growing demand, the brand implemented the use of the OmniChat platform to automate communications and, in 2023, integrated Whizz Agent, internally named “Maitê”, to scale customer service and sales.
“The conversational channel has proven to be more than an emergency alternative, it has become a growth engine with ROI superior to our e-commerce”, says Clara Calderano, head of digital at Biscoitê. “Our AI simultaneously serves more than 100 clients and maintains a personalized communication that reflects the essence of our brand”.
The implementation strategy was gradual, with 15% of the campaigns initially directed to the AI. Today, about 70% of the service is carried out by Maitê, trained based on the best practices and scripts of human sellers. Thanks to natural and personalized language, the use of artificial intelligence with customers has proven to be effective, and many do not realize they are talking to a tool for a large part of the service.
The success of the initiative is based on a collaboration model between humans and AI that leverages the best characteristics of each. “We have created an ecosystem where our most experienced attendants feed the AI training, while the technology frees the human team for situations that require greater sensitivity and creativity,” explains Clara. The company has developed an intelligent overflow system, where more complex queries or special negotiations are automatically directed to human attendants, ensuring the best possible experience for the customer.
“At Biscoitê, we always seek to combine tradition and innovation, and the use of artificial intelligence in customer service via WhatsApp is a clear example of this. Maitê allows us to scale our operation without giving up the care and personalization that are trademarks of our experience. With an integrated operation between e-commerce, physical stores, and automated service, we are prepared to serve our customers with agility and excellence, at any time of the day. We are very satisfied with the results and confident that this is just the beginning of a new growth phase,” says Raul Matos, CEO of Biscoitê.
The daily monitoring of conversations allows constant adjustments to the algorithm, in a process of continuous learning. “There is a symbiosis between human work and AI. Our employees analyze interactions, identify patterns of success and bottlenecks, continuously refining Maitê’s performance. We realize that the agent is prepared to handle an increasing number of campaign launches, and ready to receive an infinite number of customers wanting to close their cart at the same time, and at any time,” adds the executive.
“The Biscoitê experience exemplifies how companies are transforming their operations by centralizing their communication channels into an integrated strategy with generative AI,” says Mauricio Trezub, CEO of OmniChat. “WhatsApp has evolved from just a contact channel to become a robust sales platform that, with intelligent automation, operates 24 hours a day without losing the human touch.”
Among the differentiators of the implemented model is the integration between the OmniChat system, e-commerce, and the points of sale in physical stores, which function as delivery hubs for online sales. In certain locations, orders can be delivered within two hours, significantly improving the customer experience.
“The results were even more significant, we tripled our ROI compared to the same period of Easter in 2024, with the overflow of campaign launches, 100% done within Whizz (Maitê), we achieved even greater sales, with a 31% growth in overall sales made through WhatsApp, bringing results as positive as what we did at Christmas,” concludes Clara.
