Magazine Luiza (Magalu) ran an AI shopping agent called Lu's Brain inside WhatsApp that achieved a conversion rate three times higher than its app and ecommerce site over a six-week period from 21 October to 3 December 2025, according to a WhatsApp Business success story. The experience earned an 85-point Net Promoter Score, and 75% of payments were made with the integrated Pix copy-and-paste feature; the results are self-reported by Magalu.
"By integrating discovery, decision-making, and payments into a single conversation using WhatsApp's powerful solutions, we have not only made shopping more convenient but also more engaging," said Frederico Trajano, CEO of Magalu.
Magalu, one of Brazil's largest retailers, wanted to move customers from product discovery to purchase without leaving a single conversation, instead of sending them across several touchpoints.
Lu's Brain is named after Lu, Magalu's AI-powered brand persona and virtual influencer. Unlike a rule-based chatbot, it uses AI language models and agents to understand natural language, voice and product images and to adapt to each customer's intent across onboarding, recommendations, checkout, after-sales order tracking and surveys. Marketing messages on WhatsApp act as the entry point. Card carousels show personalized product recommendations based on preferences and shopping history, and WhatsApp Flows present detailed product pages drawn from Magalu's catalog with images, prices, installment plans and reviews. Customers pay through payments on WhatsApp, which is integrated with Brazil's Pix instant payment system: a Pix code is sent in the chat to paste into a banking app, so no financial details are shared in the conversation. Lu's Brain then follows up with real-time shipping updates, keeping the whole funnel in one persistent thread.
Details
- City
- Franca
- Organization
- Magazine Luiza
- Continent
- South America
- Country
- Brazil