Intelligent CIO LATAM Issue 48 | Page 50

CASE STUDY
After developing a proof of concept and the hypothesis of the solution and technology being validated, the company sought partnerships with specialist companies to make the product, a pioneer in the market, viable.
The development of the AI solution and algorithms were in charge of A3Data, a consulting firm specializing in data and Artificial Intelligence and FCamara, a Brazilian multinational technology and innovation company, which used Amazon Web Services( AWS) technologies. All with fundamental roles for the creation of the product and assertiveness of the GenIA model.
In just eight months, more than R $ 100 million were recorded in sales for the company from this digital product.
“ We are constantly seeking to identify how technology can positively impact the business, especially in terms of efficiency. When we realized the gap in this specific sales modality, we looked for partners to develop a robust solution that puts AI really at the service of the operation, with a direct impact on our financial results. We have something disruptive in our hands”, said Rafael Tobara, Executive Director of Technology, Digital, Innovation and Customer Experience, Grupo Elfa.
The company searched the market for solutions to automate the processing of quote emails but realized that there was no product that met its needs. Instead, it decided to develop the tool in-house.
To do so, the executive sought strategic partners, with the support of AWS, A3Data and FCamara.

THE APPLICATION OF GENAI IN GRUPO ELFA’ S QUOTATION PROCESS SHOWS HOW TECHNOLOGY CAN GO BEYOND AUTOMATION AND REALLY TRANSFORM A BUSINESS MODEL.

“ At AWS, we believe that AI will transform virtually every customer experience, and solutions like CotAI reinforce this bet. To support companies like Grupo Elfa on their journey, we offer an AI model marketplace, called Amazon Bedrock, which has several of the main providers in the market so that the customer can choose the model that best applies to each use case,” said Cleber Morais, General Director of AWS in Brazil.
“ The application of GenAI in Grupo Elfa’ s quotation process shows how technology can go beyond automation and really transform a business model. This is a concrete example of how AI can be applied to generate real value, through innovative and highly efficient construction,” said Rodrigo Pereira, CEO, A3Data.
“ Unlike many projects in the market that focus on disruption for disruption’ s sake or sophisticated technological solutions that don’ t deliver returns, we focused on really generating real value for what Grupo Elfa needed. We adopt AI in a simple, viable, sustainable way and with high maintenance potential, without overloading the operation with unnecessary technical complexity,” said Marcos Moraes, Director of Health, FCamara.
Less time and greater profitability of the operation
Efficiency is one of the main gains of the project, due to the reduction of operating costs. With CotAI, sellers have reduced the time they previously spent by about 40 %, maximizing the sending of more quotes, thus increasing the company’ s conversion rates.
“ In addition to the improvement in profitability and increase in revenue, we also noticed gains in operational efficiency and, of course, cost reduction. In a few months, it is already possible to say that we have noticed a relevant growth in results,” said Tobara.
If before each salesperson spent a few hours daily reading messages, now, in minutes, it is possible to view the budget in the CRM to be reviewed and sent to the customer.
“ AI accelerates the process with a high rate of accuracy, however, the human eye of the salesperson, who knows his customer, remains indispensable. Our goal is to enhance the work of the commercial team,” said Tobara.
From problem to solution
Upon identifying the need for improvement in the quotation process, the technology team started
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