iFood, the leader in food delivery in Latin America with over 120 million orders per month, has taken a bold step toward intelligent automation. Today it operates with about 20 virtual AI agents — part of Salesforce’s Agentforce strategy — and plans to increase this number to 2,000 in the coming months.
The strategy is part of a shift in the company’s positioning, which now wants to be recognized as an AI reference rather than just a technology company. Bruno Castro, an artificial intelligence expert, sees the initiative as an important milestone for the sector in the country.
“iFood is signaling a new moment in the Brazilian market: AI has moved from being behind the scenes to taking center stage in customer relationship strategy,” explains Bruno Castro.
Movement requires precise organization
According to the expert, the company’s movement shows how AI agents are taking on roles previously reserved for humans — but in a complementary, not exclusionary, way. This implementation of technology at iFood also requires organization to enable a strategic vision in AI implementation. In other words, the application is much more effective when there is a mapped process to take advantage of real opportunities:
“The use of 2,000 AI agents talking among themselves and with humans can radically transform service efficiency and personalization. This means less friction, more predictability, and above all, scalability with quality,” he states.
Partnerships take center stage
Another noteworthy detail was the partnership with Salesforce, essentially the technical engine behind this implementation. For everything to work as planned, the adoption of Service Cloud was necessary — a CRM system that integrates multiple platforms into one.
Bruno is direct: the movement also represents progress in how large companies view artificial intelligence as a strategic asset, not just a tool.
