With three AI personas (Carina, João, and Samy) for its three brands, Carrefour centralized customer service while maintaining empathetic and personalized support.
27 de janeiro de 2026
8 min read
Source: itforum.com.br
4h→40min
Response Time
3
AI Personas
80%
Remote Agents
Carrefour Brasil, which operates the Carrefour, Atacadão, and Sam's Club brands, faced the challenge of centralizing customer service for three distinct brands while maintaining the identity and tone of each one. The solution was to create three AI personas — Carina (Carrefour), João (Atacadão), and Samy (Sam's Club) — that share the same technological base but communicate with different personalities.
The result was a dramatic reduction in response time, from an average of 4 hours to just 40 minutes, with 80% of the team working remotely and delivering superior results compared to the previous model.
4h→40min
Response Time
3
AI Personas
80%
Remote Agents
Managing customer service for three brands with very different profiles and audiences created significant operational complexity. Carrefour serves a middle-class audience seeking convenience; Atacadão focuses on cost-conscious consumers and small retailers; Sam's Club serves a premium audience that expects exclusive experiences.
Before the AI implementation, average response time was 4 hours — unacceptable for an era where consumers expect near-immediate responses. Additionally, the company needed to maintain the human and empathetic tone that differentiates quality customer service from robotic automation.
Carrefour implemented a multi-persona AI system where each brand has its own AI personality:
Carina (Carrefour): Friendly and helpful tone, focused on practical solutions
João (Atacadão): Direct and objective, focused on value and practicality
Samy (Sam's Club): Sophisticated and exclusive, focused on premium experience
All three personas share the same knowledge base and technological infrastructure, but their communication style, vocabulary, and approach are adjusted to match each brand's identity.
The system includes intelligent escalation: the AI identifies when a situation requires human empathy (frustrated customers, complex complaints) and makes a seamless handoff to human agents — who receive the full conversation context and emotional analysis.
80% of the operation was transitioned to remote work, with AI tools providing support and real-time monitoring to ensure quality consistency.
The main results include:
- Average response time reduced from 4 hours to 40 minutes (an 83% reduction) - 80% of the team working remotely with results superior to the previous in-person model - Consistency of brand tone across all interactions thanks to AI personas - Intelligent escalation ensuring human agents focus on cases that truly require empathy - Improved customer satisfaction across all three brands
Carrefour demonstrated that humanized AI and operational efficiency are not mutually exclusive — on the contrary, AI that respects brand identity and knows when to defer to humans generates better results than either approach in isolation.
Catalisa enables the creation of multiple AI agents with distinct personas — each with its own communication style, vocabulary, and behavioral rules — while sharing the same operational knowledge base.
With Catalisa's AI Agents, it's possible to configure intelligent escalation rules that identify emotional context and conversational complexity, ensuring seamless handoff to human agents when needed.
The platform also supports LGPD compliance and data security, essential requirements for operations at Carrefour's scale.
IT FORUM. “Carrefour aposta em IA para atendimento humanizado”. itforum.com.br. Disponível em: https://itforum.com.br/noticias/carrefour-aposta-ia-atendimento-humanizado/. Acesso em: 27 fev. 2026.
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