An artificial intelligence assistant integrated into the online shopping journey personalized recommendations and increased sales at the largest beauty group in Latin America.
24 de fevereiro de 2026
7 min read
Source: mundodomarketing.com.br
+46%
E-commerce Conversion
AI
Personalized Assistant
#1
Beauty Group in LATAM
Grupo Boticário, the largest beauty conglomerate in Latin America with brands like O Boticário, Quem Disse Berenice, and Eudora, faced a challenge common to large retailers: how to replicate the personalized in-store experience in the digital environment. In 2025, the company deployed an artificial intelligence assistant across its e-commerce platforms that analyzes browsing behavior, purchase history, and declared preferences to offer hyper-personalized product recommendations.
The result was an impressive 46% increase in online sales conversion, demonstrating that AI applied to the digital purchase journey can generate substantial impact when the customer experience is truly individualized.
+46%
E-commerce Conversion
AI
Personalized Assistant
#1
Beauty Group in LATAM
The beauty market is characterized by an extreme diversity of products — thousands of SKUs across different categories such as skincare, makeup, perfumery, and hair care. A consumer accessing the e-commerce site was often overwhelmed by options, resulting in browsing abandonment or purchases that did not meet their expectations.
O Boticário needed a solution that could understand the individual context of each consumer — skin type, fragrance preferences, purchase occasions — and translate this understanding into relevant and timely recommendations, replicating the role of a specialized in-store consultant.
The company implemented an AI assistant integrated throughout the e-commerce purchase journey. The solution combines behavioral data analysis (browsing history, clicks, shopping cart) with explicit information (skin questionnaires, declared preferences) to build an individual profile of each consumer.
Based on this profile, the AI generates personalized product recommendations at key moments in the journey: home page, product pages, checkout, and even post-purchase follow-up. The system continuously learns from each interaction, refining recommendations over time.
Implementation focused on transparency and consumer trust — the AI explains why it is recommending each product, creating an educational and confidence-building experience.
The main result was the 46% increase in e-commerce conversion rate, a significant metric for an operation of this scale. Beyond the quantitative impact, the company reported:
- Higher average ticket due to more relevant cross-selling and up-selling recommendations - Reduction in return rates, as consumers purchased products more suited to their needs - Increase in repurchase rate, with AI anticipating replenishment and suggesting related products - Positive NPS impact, with consumers highlighting the personalized experience
Catalisa's platform enables the creation of AI agents capable of replicating this type of personalized experience through integration with customer and product databases. With the visual Studio, it is possible to orchestrate recommendation flows that combine behavioral data, purchase history, and individual preferences — without the need for programming.
Catalisa's Building Blocks allow integration with e-commerce systems, CRMs, and product databases, while pre-built AI Agents can be customized for personalized recommendations, virtual consultancy, and intelligent cross-selling.
MUNDO DO MARKETING. “Grupo Boticário lança assistente de IA e eleva conversão em 46% no e-commerce”. mundodomarketing.com.br. Disponível em: https://mundodomarketing.com.br/grupo-boticario-lanca-assistente-de-ia-e-eleva-conversao-em-46-no-e-commerce. Acesso em: 27 fev. 2026.
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