Dafiti already integrates artificial intelligence into its routine, but its differential lies in how it combines AI with human talent, forming Dafiti Hybrid Intelligence (HI). This approach has been transforming processes across the entire operation: reducing campaign production costs by up to 80%, shortening creative project execution time by 60%, and accelerating reverse logistics. The model applies technology to creation, fashion curation, customer service, and logistics, while keeping the human team at the center of decisions and ensuring a real impact on the customer experience.
An emblematic example is the 2025 Valentine's Day campaign, the company's first campaign fully created with AI and responsible for achieving the numbers above. With digital scenarios, automated narration, and algorithm-generated visual planning, savings came from eliminating expenses related to locations and sets, team travel, and product transportation. Even with automation across almost the entire creative chain, the marketing team remained in charge, ensuring brand coherence and emotional connection with the audience. “AI has become an engine for agility, experimentation, and cost reduction, but our team remains at the center, guaranteeing the brand's essence. This is what we call hybrid intelligence,” states Leandro Medeiros, CEO of Dafiti.
Dafiti's AI strategy also advances in critical business areas. In the purchasing journey, algorithms personalize recommendations in real-time based on browsing behavior and purchase history.
In the reverse logistics operation, AI acts as an intelligent “second screen” that consolidates, in a single environment, all information necessary for quality checks and order validation, such as shipment data, tracking, key dates, exchange records, complaints, and photographic evidence. The employee no longer needs to switch between multiple internal processes and can resolve the analysis in a single interface, reducing navigation from four steps to one (-75%) and the average consultation time from about two minutes to approximately 10 seconds (-92%). At scale, this accelerates treatments such as damage cases, reduces queues, and frees up the team for higher-value decisions.
In customer service, we are conducting controlled pilots with chatbots and virtual assistants to automate responses to simple queries and route complex cases to the human team. These initiatives are in the testing and monitoring phase, aiming to reduce response times and free up professionals for higher-value interactions, without compromising the customer experience.
Why this approach is a new chapter in fashion e-commerce
By integrating technology and creativity into the same workflow, Dafiti ushers in a new phase for online fashion retail. Instead of replacing processes, the Hybrid Intelligence model enhances creativity and ensures brand consistency. By balancing data and intuition, algorithms and curation, Dafiti demonstrates that innovation is not just about efficiency: it's about creating more meaningful connections with every click.
