Magalu
The Challenge
44% of people worldwide get frustrated when they can't speak to a human. In Brazil, 92% recognize bots immediately. Lu had 34 million followers and 23 years of real relationship building, but she still couldn't truly converse like a Brazilian.
What We Made
Artificial Intelligence enabled Lu to have genuine conversations on the one channel where 99% of Brazilians already were: WhatsApp. An AI brain built in-house, capable of understanding voice, images, slang, and Brazilian cultural subtexts. It manages the entire buying journey within a single chat — no redirections, no links, without ever leaving WhatsApp.
Thus, the first end-to-end AI commerce experience was born out of a creative decision: the technology needed personality. Or rather: she needed to be an agent "como a gente".
→ an agent como a genteCampaign Films
A collaboration between Magalu and Apple promoted this new technology through three films.