Magazine Luiza transformed its virtual influencer into a true AI-powered salesperson on WhatsApp, with multi-agent orchestration, integrated payment, and NPS 90.
19 de fevereiro de 2026
9 min read
Source: exame.com
3x
Conversion vs App
NPS 90
Satisfaction
1M
Testers
Magazine Luiza, one of Brazil's largest retailers, executed one of the most ambitious transformations in conversational commerce: turning Lu — its virtual influencer with millions of followers — into a true AI-powered salesperson on WhatsApp. Using multi-agent orchestration with Google's Gemini and proprietary models, Lu can now search products, compare prices, build carts, and complete payment — all within WhatsApp.
The results are impressive: 3x conversion compared to the traditional app, NPS 90, over 1 million testers, and 37 million offers available through conversation.
3x
Conversion vs App
NPS 90
Satisfaction
1M
Testers
Magazine Luiza had Lu as an established virtual influencer with massive reach, but her role was limited to content and brand communication. The challenge was to transform this digital persona into a functional sales channel that could:
- Actually sell products (not just recommend) - Handle the complete purchase journey within WhatsApp - Maintain Lu's personality and trust built over years - Compete with (and surpass) the conversion of the Magalu app itself - Operate at the scale of Magazine Luiza (millions of customers, millions of SKUs)
The Magalu team developed a multi-agent orchestration architecture:
Search Agent: Understands natural language requests and searches the catalog of 37M+ offers
Comparison Agent: Presents organized comparisons between products with detailed specs
Cart Agent: Manages the shopping cart, applies coupons, and calculates shipping
Payment Agent: Processes payment within WhatsApp (credit card, Pix, installments)
Post-sale Agent: Provides tracking, handles exchanges, and customer support
The central AI is based on Google's Gemini combined with proprietary models trained on Magalu's purchase history. Lu's personality is preserved in every interaction — from humor to the unique communication style that made her famous.
1 million users were invited for the beta test, with the full experience covering from product discovery to payment within a single WhatsApp conversation.
The disclosed results include:
3x conversion compared to the traditional Magalu app
NPS 90 — an exceptionally high satisfaction score
1 million testers in the beta phase
37 million offers accessible via conversational interaction
Integrated payment within WhatsApp (Pix, credit card, installments)
Maintenance of Lu's personality and trust throughout the process
Frederico Trajano, CEO of Magazine Luiza, stated: "I don't have the slightest doubt that Lu is the most capable and qualified AI-powered salesperson in all of Brazilian retail."
This case represents the state-of-the-art in conversational commerce: a complete, end-to-end shopping experience, with personality and high performance, entirely within WhatsApp.
Catalisa enables the creation of multi-agent orchestration systems similar to what Magalu built — with the advantage of a no-code/low-code platform that makes this architecture accessible to companies of all sizes.
With Catalisa's AI Agents, it's possible to create specialized agents for each stage of the purchase journey (search, comparison, cart, payment, after-sales) and orchestrate them in the visual Studio.
Catalisa's WhatsApp integration supports the complete conversational commerce flow, including integrated payment, cart management, and personalization — enabling any retailer to create end-to-end shopping experiences via WhatsApp.
EXAME. “Lu, do Magalu, ganha cérebro com IA e vira vendedora dentro do WhatsApp”. exame.com. Disponível em: https://exame.com/inteligencia-artificial/lu-do-magalu-ganha-cerebro-com-ia-e-vira-vendedora-dentro-do-whatsapp/. Acesso em: 27 fev. 2026.
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