Grupo Boticário Uses OpenAI Agents to Resolve Up to 80% of Reseller Requests

Grupo Boticário uses foundation models from OpenAI in a proprietary agent platform that resolves up to 80% of reseller operational requests, according to an OpenAI case study. The platform combines generative and predictive AI with the company's business rules.

More than 30 agents support the reseller journey, including registration, initial orders, payment questions, catalogs and app support. Since November 2025, the agents have covered all conversations generated through app chats and WhatsApp Enterprise. AI also receives and qualifies 90% of direct sales leads, then transfers customers to human staff when they indicate an intention to place an order.

Sales, customer service and support teams manage the agents' prompts directly and test changes based on daily interactions. Separate agents validate response content and effectiveness, while human sales staff focus on advising resellers rather than handling repetitive operational requests.