Artificial intelligence already knows your address, your phone number, your birthday, and even your pants size. What seems like an exaggeration is precisely what CRMBonus is betting on with its new product, PresenteIA.
The agent communicates with users via WhatsApp, automatically identifies birthdays, suggests gifts, and completes the entire purchase, including delivery — even when the sender doesn't know where the recipient lives.
The initiative, launched in February of this year, marked CRMBonus' entry into the B2C market, just over a year after iFood acquired 20% of the company , becoming its second-largest shareholder. The partnership allowed them to combine the database built by the company over the past few years with the logistics infrastructure of the delivery app.
In an interview with Revolução IA, from NeoFeed , Alexandre Zolko, founder and CEO of CRMBonus, stated that the company already gathers information on more than 117 million Brazilians .
According to him, the platform can identify, among other data, phone numbers, family members, consumption habits, shoe sizes, and birth dates of consumers, information used to make recommendations more personalized.
In practice, the user shares their contact list with the agent and, the day before a friend or family member's birthday, receives a reminder on WhatsApp and can buy flowers, chocolates, wine, or perfume without leaving the conversation. Delivery is made by iFood and, in many cases, without the buyer needing to provide the recipient's address.
"We already have over 5 million people registered with birthdays to be remembered, a good conversion rate," said Zolko.
According to the CEO, the next step is to expand the available SKUs, including, for example, clothing and shoes, since their database has information such as personal sizes and the stores most frequently used by customers.
With an investment of R$ 100 million in marketing, PresenteIA has already sent more than 30,000 gifts. The company is also preparing integration with iFood Shopping to allow deliveries in about 30 minutes in a larger number of cities.
However, this new development also broadens a debate that is increasingly present in the age of artificial intelligence: to what extent can companies use large databases to create new services?
During the interview, Zolko stated that the operation was structured in accordance with the General Data Protection Law (LGPD) and that PresenteIA uses the legal basis of legitimate interest, in addition to offering mechanisms for the user to block the receipt of gifts or to stop participating in the platform.
However, Gisele Truzzi, a lawyer specializing in Digital Law, points out that using data originally collected in loyalty programs for new purposes requires transparency.
“Without a clear update to the terms of use, naming the partners and the purposes of the sharing, and without specific renewal of consent, the scenario is one of potential violation of the LGPD,” says Truzzi.
PresenteIA is part of a broader change at CRMBonus itself. In recent months, the company has reduced its workforce from approximately 500 to 360 employees while expanding the use of artificial intelligence agents in different areas of its operation. According to Zolko, the goal was to increase the company's productivity.
According to the executive, artificial intelligence will cease to be merely a productivity tool and will become a central part of companies' strategies.
"If you don't integrate AI into the company's daily operations, you are doomed to failure," says Zolko.
