Dafiti already integrates artificial intelligence into its routine, but its differentiator lies in how it combines AI with human talent, forming Dafiti Hybrid Intelligence (HI). This approach is transforming processes throughout the operation: reducing campaign production costs by up to 80%, shortening creative project execution time by 60%, and accelerating reverse logistics. The model applies technology to creation, fashion curation, customer service, and logistics, keeping the human team at the center of decisions and ensuring a real impact on the customer experience.
A prime example is the 2025 Valentine's Day campaign, the company's first entirely AI-generated campaign, responsible for achieving the above figures. With digital sets, automated narration, and algorithm-generated visual planning, savings came from eliminating expenses on locations and sets, team travel, and product transportation. Even with automation across almost the entire creative chain, the marketing team remained in charge, ensuring brand consistency and emotional connection with the audience. “AI has become an engine for agility, experimentation, and cost reduction, but our team remains at the center, guaranteeing the essence of the brand. That's what we call hybrid intelligence,” says Leandro Medeiros, CEO of Dafiti.
Dafiti's AI strategy is also advancing in critical areas of the business. In the purchase journey, algorithms personalize recommendations in real time based on browsing behavior and purchase history.
In reverse logistics operations, AI acts as an intelligent "second screen" that consolidates, in a single environment, all the information necessary for quality control and order validation, such as shipping data, tracking, key dates, exchange records, complaints, and photographic evidence. The employee no longer needs to switch between multiple internal processes and can now handle the analysis in a single interface, reducing navigation from four steps to one (-75%) and the average consultation time from about two minutes to approximately 10 seconds (-92%). At scale, this speeds up handling cases such as damaged goods, reduces queues, and frees up the team for higher-value decisions.
In customer service, we are conducting controlled pilot programs with chatbots and virtual assistants to automate responses to simple questions and escalate complex cases to human teams. These initiatives are in the testing and monitoring phase, with the goal of reducing response times and freeing up professionals for higher-value interactions, without compromising the customer experience.
Why this approach is a new chapter in fashion e-commerce.
By integrating technology and creativity into a single workflow, Dafiti is ushering in a new phase for online fashion retail. Instead of replacing processes, the Hybrid Intelligence model enhances creativity and ensures brand consistency. By balancing data and intuition, algorithms and curation, Dafiti demonstrates that innovation is not just about efficiency: it's about creating more meaningful connections with every click.
