One of the pillars of Pirelli in its more than 150 years of existence is having the customer at the center of its business. It is no surprise that the company remains a reference 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 Pirelli Group’s retail network, presents Ayrton, its new intelligent virtual assistant.
“The use of Artificial Intelligence as a tool for improving communication is a global trend, and Pirelli couldn’t stay out of it. We have been known since our founding as a company at the forefront of technology, so this launch aligns with a key characteristic of our century-old DNA. To give you an idea, in the last five months, Ayrton was responsible for approximately one-third of the indirect sales from the Contact Center,” says Marco D’Urbano, CIO of Pirelli Latin America.
The embedded technology
Although the IXIA platform chooses not to use traditional Machine Learning models, it incorporates technologies such as Symbolic Cognitive Processing, Contextual Semantic Analysis, and Deterministic Multimodal Engines, which enable a deep, real-time understanding of user intent. This architecture avoids dependency 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-driven sales.
Among the embedded technological components, the following stand out:
- Real-time speech recognition with semantic interpretation, adapted to regional accents and Brazilian linguistic variations;
- Logical and contextual inference engine, capable of identifying intent even when not directly expressed;
- Automated decision orchestration framework, natively integrated 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;
- Instant response capability with no training latency, allowing immediate 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 can 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 Pirelli Group stores, such as alignment, balancing, and others. Through a highly inviting system, it’s possible, for example, to chat with the AI via text and voice messages on WhatsApp, detailing specific questions. 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 recommendation. The virtual assistant has access to Pirelli’s full range of car tires, complete with photos.
“We believe nothing replaces human interaction, but we are also attentive to technological advancements. We understand that AI can serve as great support for our customers, especially considering that not everyone can visit a store for issues that need immediate solutions or require assistance outside business hours. Thus, we’ve created a way to shorten this process 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, allowing users to explore the brand’s full range of tires for both motorcycles and cars. Users can view tires in 3D, rotate them, learn about applied technologies through interactive animations, and make comparisons. The Ayrton virtual assistant is another step by Pirelli in its customer engagement strategy alongside the development of new technologies.
