One of Pirelli's pillars in its over 150 years of existence is to keep the customer at the center of its business. No wonder, the company remains a reference in the tire industry, especially when it comes to innovation and technology. Thinking of further optimizing direct contact with the customer, Pirelli, in partnership with Campneus, the Pirelli Group's store network, introduces Ayrton, its new intelligent virtual assistant.
"The use of Artificial Intelligence as a communication enhancement tool is a trend worldwide, and Pirelli could not be left out. We have been known, since our founding, as a company at the forefront of technology, so this launch aligns with a very prominent characteristic in our hundred-year-old DNA. To give an idea, in the last five months, Ayrton was responsible for approximately one-third of the indirect sales of 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 of Symbolic Cognitive Processing, Contextual Semantic Analysis, and Deterministic Multimodal Engines that enable a deep understanding of user intentions 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 such as customer service and voice 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 that allows identifying intentions even when not expressed directly;
- Automated decision orchestration framework that seamlessly integrates with CRMs, ERPs, and inventory systems, capable of customizing offers in real-time based on context and customer profile;
- Total security and traceability, with interpretable and auditable logs — a critical factor in regulated or high commercial sensitivity environments;
- Immediate response capability with no latency time for training, allowing instant updates to commercial policies or sales scripts, with full governance.
This combination makes the IXIA platform a competitive advantage 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 functions to make communication as accurate as possible. The contact is made via WhatsApp with open-ended questions and a friendly AI experience. Through Ayrton, the customer can clarify technical doubts about the tires, such as proper application and aspects of technology and performance. After choosing the tire, the customer can reserve the product and receive a quote number, which will be used later in a physical store to complete the purchase.
Ayrton brings to the virtual universe a series of services available in person at the Pirelli Group store network, such as wheel alignment, balancing, among others. Through a very inviting system, it is possible, for example, to chat with the AI via text and audio messages on WhatsApp, detailing specific questions. If the customer does not know which tire is ideal for replacement in their vehicle, they can also send a photo of the car so that the AI can detect the model and make the best suggestion. The virtual assistant features the entire Pirelli tractor tire line, properly illustrated with photos.
"We believe that nothing replaces human contact, but we are also attentive to technological advancements. We understand that AI can serve as a great support to our consumers, especially considering that not everyone can go to a store to resolve issues that require immediate solutions or need assistance outside of business hours. Thus, we 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 developed entirely domestically, allowing users to explore the entire range of the brand's tires, both for motorcycles and cars. It is possible to see the tires in a 3D image, move them, learn about the technologies applied through interactive animations, and make comparisons. The virtual assistant Ayrton is another step by Pirelli within a strategy of customer engagement alongside the development of new technologies.
