One of the pillars of Pirelli in its more than 150 years of existence is having the customer at the heart of its business. It’s no wonder the company remains a benchmark in the tire sector, especially when it comes to innovation and technology. Aiming to further optimize direct contact with customers, Pirelli, in partnership with Campneus, the retail network of the Pirelli Group, introduces Ayrton, its new intelligent virtual assistant.
“The use of Artificial Intelligence as a tool for communication enhancement is a global trend, and Pirelli couldn’t stay out of it. Since our foundation, we’ve been known as a company at the forefront of technology, so this launch aligns with a deeply ingrained characteristic of our century-old DNA. To give you an idea, in the last five months, Ayrton has been responsible for approximately one-third of indirect sales through the Contact Center,” says Marco D’Urbano, CIO of Pirelli Latin America.
The embedded technology
Although the IXIA platform chooses not to employ traditional Machine Learning models, it incorporates technologies such as Symbolic Cognitive Processing, Contextual Semantic Analysis, and Deterministic Multimodal Engines, enabling deep understanding of user intent in real time. This architecture avoids dependence on large volumes of historical data and statistical models while delivering performance comparable—or superior—to machine learning-based approaches, especially in critical applications like customer service and voice sales.
Among the embedded technological components, the following stand out:
- Speech recognition with real-time semantic interpretation, adapted to regional accents and Brazilian linguistic variations;
- Logical and contextual inference engine, capable of identifying intentions even when not directly expressed;
- Automated decision orchestration framework, which natively integrates with CRMs, ERPs, and inventory systems, even allowing real-time personalized offers based on context and customer profile;
- Total security and traceability, with interpretable and auditable logs—a critical factor in regulated or highly sensitive commercial environments;
- Immediate response capability with no latency for training, enabling instant updates to commercial policies or sales scripts, with full governance.
This combination makes the IXIA platform a competitive differentiator for the retail sector, where response time, automated empathy, and the ability to interpret human nuances make a difference in sales conversion—even over the phone. Ayrton, applied to the tire call center, represents a new era of cognitive agents truly prepared to interact like humans but with the speed and precision of machines.
How does it work?
The system primarily works to make communication as assertive as possible. Contact is made via WhatsApp with open-ended questions and a friendly AI experience. Through Ayrton, customers can clarify technical doubts about tires, such as proper application and aspects of technology and performance. After choosing a tire, the consumer can reserve the product and receive a quote number, which will later be used in a physical store to finalize the purchase.
Ayrton brings to the virtual world a range of services available in person at the Pirelli Group’s retail network, such as alignment, balancing, and others. Through a very inviting system, it’s possible, for example, to chat with the AI via text and audio on WhatsApp, detailing specific doubts. If the customer doesn’t know which tire is ideal for their vehicle, they can also send a photo of the car so the AI can detect the model and make the best suggestion. The virtual assistant features Pirelli’s entire car tire line, duly illustrated with photos.
“We believe nothing replaces human contact, but we’re also attentive to technological advancements. We understand AI can serve as great support for our consumers, especially considering not everyone can visit a store to resolve issues needing immediate solutions or requiring assistance outside business hours. Thus, we’ve created a way to shorten this contact and make the customer’s life easier,” comments D’Urbano.
Recently, Pirelli launched an innovative Augmented Reality app, also the result of 100% national development, through which users can explore the brand’s entire range of tires, for both motorcycles and cars. It’s possible to view tires in 3D, move them around, learn about applied technologies through interactive animations, and make comparisons. The virtual assistant Ayrton is another step by Pirelli in its strategy to get closer to customers alongside the development of new technologies.
