Patrícia Elias Esthetics & Health Group, a benchmark in the beauty and wellness market, has been heavily investing in innovation to keep pace with its exponential growth. Under the leadership of CEO Luís Guimarães, the company has adopted artificial intelligence-based solutions to automate processes, increase productivity, and enhance the customer experience across different business fronts.
Managing an operation that encompasses an aesthetics clinic, e-commerce, a physical store in Jardins (São Paulo), courses, its own line of dermocosmetics, and the world's largest aesthetics channel on YouTube – with over 8.7 million subscribers – the group identified technology as an ally to scale results without losing its essence.
“Artificial intelligence allows us to grow consistently. We automate repetitive tasks so our team can focus on what matters most: creating, welcoming, and connecting with the customer,” says Luís Guimarães, CEO of the group.
Among the most significant advancements is the automated dubbing of videos into Spanish. What was previously done manually and in limited volume now enables the publication of up to eight videos per day with international reach. Customer service also underwent a complete restructuring, with 24/7 virtual agents replacing operational processes, raising the satisfaction rate from 80 to 95 points.
“The impact was immediate; we managed to reduce costs, expand our reach, and improve service quality. Today, we can launch new products, campaigns, and content in a matter of hours, with agility and a standard of excellence,” Guimarães adds.
The use of AI also extends to areas such as internal communication, project management, and content production. The team now utilizes natural language tools to adapt texts to the brand's tone of voice, facilitate strategic decisions, and maintain cohesion across all channels.
Despite the high degree of automation, the CEO emphasizes that technology does not replace the human factor. “Artificial intelligence is a support tool. It handles the basics, but it's the people behind the service and content who transform the experience. The secret lies in the balance between technological efficiency and empathy.”
Founded by esthetician Patrícia Elias, the group is a benchmark in the beauty sector by combining technical expertise, accessible language, and a strong digital presence. Its skincare and self-esteem videos have garnered millions of followers in Brazil and abroad. Patrícia remains at the forefront of the brand as founder and expert, while Guimarães leads management and strategic expansion.
For the future, the plan is to continue integrating AI solutions in areas such as leadership, logistics, and training, expanding the brand's reach and optimizing operations with intelligence. “Entrepreneurs need to start now. Identify time-consuming tasks that can be automated. AI is a one-way street; those who know how to use it purposefully will thrive,” the CEO concludes.
