A Biscoitê, a specialized cookie gift network with collectible packaging, increased its average ticket by 120% in WhatsApp sales after implementing Whizz Agent, the artificial intelligence agent from OmniChat, the leader in chat-commerce in Brazil and WhatsApp Business Solution Provider (BSP).
Founded in 2012 and currently with 73 stores across 15 Brazilian states, Biscoitê began its digital transformation during the pandemic when it started selling via WhatsApp more informally. With the growing demand, the brand implemented the OmniChat platform to automate communications and, in 2023, integrated Whizz Agent, internally nicknamed ‘Maitê,’ to scale customer service and sales.
‘The conversational channel proved to be more than just an emergency alternative—it became a growth engine with ROI higher than our e-commerce,’ says Clara Calderano, Biscoitê’s digital head. ‘Our AI simultaneously handles over 100 customers and maintains personalized communication that reflects the essence of our brand.’
The implementation strategy was gradual, with 15% of campaigns initially directed to AI. Today, around 70% of customer service is handled by Maitê, trained based on the best practices and scripts of human salespeople. Thanks to natural and personalized language, the use of AI with customers has been effective, and many don’t realize they’re speaking with a tool for much of the interaction.
The success of the initiative is based on a collaborative model between humans and AI that leverages the best traits of each. ‘We created an ecosystem where our most experienced agents contribute to AI training, while the technology frees up the human team for situations requiring greater sensitivity and creativity,’ explains Clara. The company developed an intelligent overflow system where more complex queries or special negotiations are automatically directed to human agents, ensuring the best possible customer experience.
‘At Biscoitê, we’ve always sought to combine tradition and innovation, and the use of AI in WhatsApp customer service is a clear example. Maitê allows us to scale our operations without sacrificing the care and personalization that are hallmarks of our experience. With an integrated operation between e-commerce, physical stores, and automated service, we’re prepared to serve our customers with agility and excellence, any time of day. We’re very pleased with the results and confident this is just the beginning of a new growth phase,’ says Raul Matos, CEO of Biscoitê.
Daily conversation monitoring allows constant algorithm adjustments in a continuous learning process. ‘There’s a symbiosis between human work and AI. Our team analyzes interactions, identifies successful patterns and bottlenecks, and continuously refines Maitê’s performance. We’ve seen that the agent is increasingly ready for campaign launches and capable of handling an unlimited number of customers looking to finalize their carts simultaneously, at any time,’ adds the executive.
‘Biscoitê’s experience exemplifies how companies are transforming their operations by centralizing communication channels into an integrated strategy with generative AI,’ says Mauricio Trezub, CEO of OmniChat. ‘WhatsApp is no longer just a contact channel but has become a robust sales platform that, with intelligent automation, operates 24/7 without losing the human touch.’
Among the key differentiators of the implemented model is the integration between the OmniChat system, e-commerce, and physical store points of sale, which function as hubs for online order deliveries. In certain locations, orders can be delivered in as little as two hours, significantly improving the customer experience.
‘The results were even more impressive—we tripled our ROI compared to the same period during Easter 2024, with campaign overflow handled 100% by Whizz (Maitê). We achieved even higher sales, with a 31% overall growth in WhatsApp sales, delivering results as positive as what we accomplished during Christmas,’ concludes Clara.
