A Biscoitê, a specialized network in gift-wrapped cookies 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 in 15 Brazilian states, Biscoitê began its digital transformation during the pandemic when it started selling more informally via WhatsApp. With the growth in 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 surpassing our e-commerce,’ says Clara Calderano, Biscoitê’s digital head. ‘Our AI simultaneously serves over 100 customers and maintains personalized communication that reflects our brand’s essence.’
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 best practices and scripts from human salespeople. Thanks to natural and personalized language, the use of AI with customers has proven effective, and many don’t realize they’re interacting with a tool for most of the service.
The initiative’s success is based on a collaboration model between humans and AI that leverages the best traits of each. ‘We created an ecosystem where our most experienced agents feed AI training, while technology frees 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 routed to human agents, ensuring the best possible customer experience.
‘At Biscoitê, we always strive to unite 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 ready to serve our customers swiftly and excellently, anytime. 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 adjustments to the algorithm in a continuous learning process. ‘There’s a symbiosis between human work and AI. Our team analyzes interactions, identifies success patterns and bottlenecks, continuously refining Maitê’s performance. We see that the agent is ready to handle increasingly more campaign triggers and prepared to serve an infinite number of customers simultaneously, anytime,’ 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 has evolved from just a contact channel into 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 triggers fully managed within Whizz (Maitê), achieving even higher sales, with a 31% growth in overall WhatsApp sales, delivering results as positive as our Christmas performance,’ concludes Clara.
