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 around 20 virtual AI agents—part of Salesforce’s Agentforce strategy—and plans to increase this number to 2,000 in the coming months.

This strategy is part of a shift in the company’s positioning, as it now aims to be recognized as a reference in AI, not just as a technology company. Bruno Castro, an artificial intelligence expert, sees this initiative as a significant milestone for the sector in the country.

“iFood is signaling a new moment in the Brazilian market: AI has moved from being a behind-the-scenes element to taking center stage in customer relationship strategy,” explains Bruno Castro.

Movement requires precise organization
According to the expert, the company’s move 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 deployment.  In other words, the application is much more effective when there is a mapped process to seize real opportunities:

“The use of 2,000 AI agents communicating with each other and with humans can radically transform efficiency and service personalization. This means less friction, more predictability, and, above all, scalable 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—a CRM system that integrates multiple platforms into one—was necessary. 

Bruno is straightforward: this move also represents progress in how large companies view artificial intelligence as a strategic asset, not just a tool.