Grupo Boticário automates reseller support with OpenAI

Grupo Boticário uses OpenAI models in a proprietary platform that combines generative and predictive AI to support resellers and franchisees. Since November 2025, agents have covered 100% of conversations generated in appchat and WhatsApp Enterprise, with up to 80% autonomous resolution of operational requests. Tasks include sending catalogs, answering payment-slip questions and handling app inquiries.

The reseller journey has more than 30 agents spanning registration, initial orders and ongoing support, including agents dedicated to validating response content and effectiveness. AI initially receives and qualifies 90% of direct-sales leads, answering questions about joining before handing prospects to human support when they signal an intention to complete an order.

Sales, customer service and support teams manage prompts directly, using daily feedback and A/B tests to improve responses. Prompt ownership previously sat with the technology team. The shift brings frontline knowledge into system development and creates additional career paths for employees.

The internally developed platform reflects the complexity of the beauty group’s vertically integrated operations, multiple brands and sales channels. CTO Renato Pedigoni positions automation as a way to improve service quality and free sales staff from repetitive tasks so they can build stronger relationships and advise resellers on their businesses.