AI created in Paraná turns salespeople of fashion brand Reserva into influencers

In a movement that signals the maturity of Brazilian retail against artificial intelligence (IA), the brand Reserva and the AR&CO group, a retail giant in Brazil, signed a partnership with Irrah Tech to develop AI agents tailored to the sector. The initiative uses the Rêgpt, a solution that employs the GPT Maker, a Brazilian platform that allows the creation and training of multiple AI agents customized to work in customer service, internal training and influence marketing strategies.

“ AI does not come to replace people, but to enhance what each team does best. With the reserve, we created an AI that understands the tone of the brand, its products and values, and that can act strategically at different points of the journey”, says Jenifer Ferraz, head of Product and Business of the Irrah Tech Group, a group based in Paraná that develops ecosystems of technological innovations aimed at retail.

In practice, technology will give “life” to different stages and functions within the brand ecosystem — with a special focus on supporting the commercial team. In addition to answering customer questions with agility and empathy, the new AI will support the team's training by transmitting the style and values of the brand, and will also serve as a basis for the team to create creative and relevant publications, capable of attracting the customer's attention.

“In 2019 we developed the “Somos Todos Vendors” project, which transforms salespeople into content creators and protagonists of the brand experience. It was a big step and to support it we created our own portal of training videos (called “Netflix of Vendors”) and a service channel via Instagram. Now we ask ourselves, why not bring it to this process? It can, for example, help the seller to access the differentials of the products of a collection, participate in training with a simple question and, thus, be more prepared for sales”, says Ian Coutinho, manager reservations about Praia & Retail Education.

The tool will also help the seller access content that inspires him and serve as a foundation to create creative and relevant publications. For example: when you want to disclose a polo shirt on Instagram or TikTok, the seller can request a sales script. The AI consults the product's differentials and delivers a ready-made script, straight into the palm of the hand. “This is how we form a true army of content creators”, adds Coutinho.

And the best thing, according to him, is that the development of an AI with this complexity did not require a dedicated technical team or high investment in technology. “With GPT Maker, we managed to create our own agent, train him with the brand identity, with all the differentials of our products. We seek the easiest and safest way to give the seller access to this type of information and technology. It is potential AI, always next door, providing support and security when selling, all day”, explains the reserve manager.

“We created this platform based on the data and real needs of the reserve. He is trained with the branding of the brand, with the words she uses and with the tone that the client recognizes”, underlines Jenifer. The specialist also highlights: “With this, we managed to scale a type of service that is unique, with personality, without losing speed or control”. 

Generative AI solutions are gaining strength in service automation, after-sales and corporate education. according to the business research company, the global generative AI market for customer services is expected to grow from around US$0.51 billion in 2024 to US$1.76 billion in 2029. These numbers reflect the accelerated adoption of the use of chatbots, virtual assistants and smart automation to improve service efficiency and personalization.

How does GPT Maker work?

In the reserve, for example, the AI agent was trained based on institutional content, product catalogs, exchange policies and onboarding materials.

According to the Irrah Tech professional, AI is operated 100% in Brazil, with servers and local data management, which guarantees compliance with the General Data Protection Law (LGPD) and allows real-time adjustments based on metrics and feedback.

The company's proposal is for each brand to create its own intelligent agents, with the brand's DNA. The model distances itself from generic services and proposes an AI “with an accent”, trained to respond as if it were a team person. 

If the client wants to program by saying “Wau”, like a miner, it is possible. Carioca? Too!

“We are not selling a robot, but a technology that allows companies to create their own agents, with style, vocabulary and specific knowledge. GPT Maker works as a ‘IAS Laboratory’ for retail and other sectors”, reinforces Jenifer.